As brand builders we get to work in loads of different businesses, across a variety of interesting industries with some fascinating people.
There is one common problem we see time and again. It's a big blind spot ..where clients see their business through the eyes of the business instead of the eyes of their customers.
We often get sucked into the importance of our organogram, our own products, our process instead of developing a deep empathy & real understanding for our customers as thinking, feeling human beings.
The view that business people have of their business tends to be narrow - whereas the view customers have of the business is far more multi-dimensional.
Some of the brands we all admire – Apple, Avoca, Amazon- get this right. They're obsessed with building A+ type customer experience into the heart of everything they do.
Research shows customers are not willing to accept a poor interaction with a brand - even if the price is right.
So get up from behind your desk & start doing business with your own business - see how it feels.
Begin by asking some questions:
- am I being acknowledged as a customer?
- do they care about me?
- am I getting good value?
- are they making my life simpler or more complicated?
- would I tell my friends about it?
When you see what she sees, you might be surprised by how difficult it is - barriers we put up & complexities we create in the name of 'business efficiency'.
The best way to solve this is to map out all the touch-points you'll come into contact with + whether your business delights or frustrates customers at each stage of the journey.
These 'pain points' are often the levers with the greatest growth potential - so embrace them fully.
At each touch point, be clear about what you want to say & how you say it.
Wrap an emotional layer around the experience so it becomes more enjoyable, more memorable and thereby more meaningful.
In a Google world, the first contact customers have of your brand is online. Business people need to think increasingly harder to create a smooth & seamless integration between what they experience on-line & what they experience in-store.
This is moving beyond good ol' customer service. It's about creating a holistic cross platform customer experience that makes people enjoy, love, trust, admire & desire your brand.
So take a walk. Let us know how you get on. We love to hear stories about people & brands willing to change ordinary into extraordinary experiences.