Customer experience’s pack
Author: yinkaolaito
Yinka Olaito is happy,excited and passionate Brand Communication, Social Media expert, Trainer and speaker. Yinka Olaito helps brands(Profits and Non-profits)with effective communication and positioning for premium service delivery and returns.Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage consulting and African Child Right Inc.Lagos Nigeria
Everything has a pack. The human spirit, soul has a pack called physical body. The pack serves as a container. Inside the pack is where we usually have the content. The content of a pack may sometimes not be visible but that does not mean the content is not as important. It is just that as human, we place much value on the pack and that usually colors our opinion. This may be an unintentional fault of ours; we are wired to be driven by sight. The pack serves as human first source of contact or emotional attachment.
Today our focus is on the content of customer experience pack that each carries anytime they want to interact with your brand. It is therefore expedient for those who serve in brand demands, customer service to have a good grasp of the content so they know how to deal, relate with first time clients. It helps in understanding the customer better and once in a while we should enter their shoes and see how it fits. In my opinion, the content of any customer experience packs contain the followings;
1. Biases and prejudices: a first timer customer already has certain prejudices about your industry, companies or allied ones. He/she could have been ill-treated by another company next door. Through contact with your websites, adverts, publicity material, each customer has concluded or has certain impression about your brand. Coming to you is just to ascertain, confirm the impression they already have. As people/employee who deals with clients, try any form an impression of what kind of opinion or biases they already have. This is possible through active listening, observation etc. Without that we may eventually be caught in stereotype. Brand ambassadors should first wean themselves of any stereotype of behavioral types that are peculiar to certain individuals.
2. Needs: each new customer or potential customer that call you up, visits your website, office has a need. That is also a major part of what the customer experience pack contains. Try and walk through the content and guess how your brand can help deliver the client. Inability to do this appropriately will mess up your brand. The other alternative, work out a win-win solution through connecting them with the right solution provider.
3. Loyalty/advocacy content: Many potential customers also have this content inside their experience packs. Many want to become loyalists, advocates if they find out your brand is the real one. Never assume that a potential is here to make trouble either by their dispositions or attitudes. That may be hangovers of the brand’s contact employees of your next neighbor or competitors
Matthew, thank you for the detailed and well thought out response! That is exactly the sort of conversation I want to see grow out of CV!
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