Trailblazers in the field, we’ve long realized that leveraging customer experience as a value proposition begins with understanding not just what your customers think, but how they think! Given the powerful effect of unconscious thought on loyalty and preference, the entire customer experience must be built around how it causes them to feel about themselves.
While a seemingly simple concept, the impact of this out-of-the-box thinking on business results is revolutionary. Just look at today’s most beloved brands. They’re committed to filling all channels – from brick and mortar to the digital customer experience – with sensory clues that are orchestrated and managed to engage the customer. How employees are greeted on their first day of work. The music played in a store. Gestures and language used by staff. Even the triangular fold at the end of the toilet paper roll in a hotel room. All these sensory clues are purposely designed and delivered to reinforce specific thoughts and emotions – how customers want to feel.