Creating your customer’s “WOW” experience; the introduction to your business

How do your guests perceive your business?

Designing a brand experience, one designed to captivate your client, is as complex as it sounds, but can be fun and simple in execution.

The Steps so Far:

Impress them right from the start.

Make them Comfortable.  Teach them to be a Brand Ambassador.

Recognize them for who they are, or find out who they are.

Show them they are valuable to you as clients and promoters.

Sounds pretty easy, wouldn’t you agree?  The tough part is knowing and delivering what your client want, that “experience” we’ve been talking about.

If you have an established business it’s easiest to simply ask, in person.  While surveys, comment cards, online polling can give you some great metrics about your business you get the most responses from the two poles of caring: I Loved It or I Hated It.  The purpose of this model is to move people from Meh into the I Loved It category.  So we’ll ask as many people as we can, and we’ll ask them 2 very simple questions:

What was missing from your experience with our organization today?

What do you enjoy most about working with us?

Once your conversations with your clients are done you will have a couple distinct advantages, asked in that order it will have clients leaving the conversations having just talked about what they like about our brand.  Secondly it will give us a laundry list of slight wants that will help us uncover the underlying needs.

From the list of wants your clients expressed you will need to find some commonality in the requests and praise, what do they like and don’t they like and how do they fit in to our brands introduction.

Recap:

Impress them right from the start.

Look for colours, shapes, and music that appeals to your customers and draws them in like a lure to your F.I.S.H. Little unexpected surprises are great impression makes, be it with showmanship (staff) or technology (fun gadgets).

Make them Comfortable.  Teach them to be a Brand Ambassador.

Have a host, a road map, well displayed signage that helps direct your customers and clients to where you need them to go.  Share with them who you are, what goes on behind the scenes and then let them share with others.

Recognize them for who they are, or find out who they are.

Having a clear understanding of who your primary and secondary markets are will allow you to bring the most amount of value to them.

Show them they are valuable to you as clients and promoters.

Reward your customers for the actions you want them to take.  If you are a word of mouth kind of business, reward every referral (the action that is, not the result.)  If due to legislation you frequently get tied down in confirming accuracy make the clients AWARE of the fact that correctness = speed in processing.  If you frequently find yourself waiting on the client for content to move forward send them a gift basket every time they meet a deadline.

We will continue to expand the Experiential Business Model for you next week with a look at Efficiency…

As always I am Dave Williams, your business steward and I hope you’ve found a valuable idea inside the Idea Vault.
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