Your product may be a winner, but never underestimate the power of improving the customer experience. Consider the coffee market. You can buy the classic Blend 43 from the supermarket or maybe a nice pre-ground Lavazza from the corner store, but if you want a high-class European coffee experience – you choose Nespresso.
Capsules can be ordered online, but the real experience comes from heading into a Nespresso store. The classy interior immediately reminds you of the (in)famous commercials starring George Clooney & Matt Damon, as smartly dressed employees patiently guide you through the different coffees and their apparent (apologies to coffee aficionados) differences. Deep inside you’ll even find a man in an expensive suit sitting behind an oak desk, fingers on his keyboard ready to serve you. You know… so you can buy coffee. The first time you go to the counter, you’re presented with your matte-finished members’ card to ‘The Nespresso Club’ – of which I presume Clooney is a member.
Why as as Nespresso Do? It’s about improving the Customer Experience
It may seem excessive, but even the most cynical consumer will have trouble separating the Nespresso ‘experience’ from the Nespresso ‘product’. And ‘sophisticated’ isn’t the only flavour of experience on offer. Take the Messages On Hold ‘experience’ – it’s all about fun and responsive customer service. We send comedy cards and cheeky customised voicemails starring Shane Warne to our clients and our promotional videos feature our CEO in wacky scenarios complete with animated ‘POWS!’ and zany sound effects.
A product can be rationally evaluated and compared. An emotionally significant experience cannot be debated. Do you, like many aspiring businesses, offer a great experience? What ways can you employ to improve your customer experience?