Imagine Wearing Your Customer's Shoes
Consider what your customers will look, smell, touch and feel - from the start to end of your experience
Let's try this thought exercise for a few minutes.
Imagine that you're a customer of your own company's business. This could be anything of course, depending on what your company do. During this time, you should don the hat of your prospective customer, be he or she a swinging single, working parent, active ager, awkward teen, or urban professional.
First, what would make you attracted to "that company's" products and services? How do you find information on those goods or services? What would the chance be like for you to encounter information on that product or service in your reading/watching/listening habits?
OK, the advertisement/editorial write up/website managed to stir your interest. Now what is the next step? Should you call, fax, email, or travel to the premises offering that product? How about calling a friend or family member to get their opinion? Perhaps you want to "google" the company to see what others think.
After some hesitation - or perhaps none at all - you proceed to the place of transaction. Now imagine what factors you'll consider as a consumer: When should I go down to purchase that product? How much time should or can I spend doing so? How much is my budget for this? Would I do this on its own (eg a day at the zoo), or would I bundle other associated activities together (eg shopping for groceries)?
Now, you're at the shop/attraction/restaurant. What is the first thing that you would consider? Do you expect to be greeted enthusiastically or do I prefer to be left alone? How would you navigate your way around - visual icons, signages, staff directing me or other cues? Would you mind waiting for 5, 10, 30, 60 minutes?
As you walk through the aisles/tables/exhibits, think about the sensory encounters that you would experience. What are the sounds that you hope to hear? Are there any scents that envelop your nostrils (hopefully pleasant)? How about the textures on the wall, or the shapes/colours/patterns that you see? Do these augment or agitate your experience?
Continued on the next page
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