Category Archives: Customer Experience

Examples of how small wins can enhance the customer experience

Are there small markets you have missed?

Are there small markets you have missed?
There are a great many people that do not speak English or it is their second language. Offering other language alternatives could unlock new growth opportunities. This is a classic win – win. A win for people who do not speak english and a win for the business or brand. Are there other small markets you have overlooked? A nice example of how a small change could make a big difference. Read more

What’s a small symbol with a big influence?

What’s a small symbol with a big influence?
It’s simple. The ever-present Asterix *. It seems there is one in every ad. But it can hide all sorts of nasties, exclusions or restrictions. Can anyone even see the asterix in the ad above? As asterix means different things to different people. For marketing leaders it’s a chance to mention all sorts of things they often would rather not and for consumers it means — be wary. It’s a small loss. *Watch out there is a catch. Read more

Why product ratings matter

Why product ratings matter
Consumers make choices all the time about which products or services they wish to consume or are interested in. Rating systems are one way customers can sort through the competing offers. Along with word of mouth, testimonials, user reviews etc. In short, Product ratings matter (as do service ones of course). They are a classic win – win. They provide a win to the brand owner and a win to the consumer. In this example a 1 star energy rating system is a real barrier to purchase. This ... Read more

What is the worst thing you can do to your customers?

What is the worst thing you can do to your customers?
Make them wait in line. You have worked so hard to attract customers. Then you make them wait. And wait……… In person or on the phone or online. This is a ‘lose : lose’ — customers get frustrated and you lose potential business. It’s the complete opposite of a win -win. The ideal place to start any small wins project is to analyse where, when, who, why and how people are waiting in line. Then try and eliminate or reduce the waiting time using the  5 ... Read more

What is the most important consumer reaction?

What is the most important consumer reaction?
Thank you. It’s the most important consumer reaction. It’s the consumer saying thank you for thinking of this. You have made my life easier, simpler or saved me time ………….. In this case the wine merchant is offering some cheese. This makes perfect sense. What is a small win that you can test that might lead to a customer or user thank you? Thank you. Read more

A few small words that consumers are wary of

A few small words that consumers are wary of
Marketing and business people always want to present their products and services in the most favourable light. That is why the sign here ‘up to’ makes perfect sense. But customers and consumers quite rightly have become slightly wary of these types of claims. Up to 50%. A few small words can also turn into a small loss if your claims are overstated or unclear. The lesson? You may win in the short run but lose a long term relationship. Read more

What are some small steps towards your customer?

What are some small steps towards your customer?
For a sale to take place you often have to take a small step towards your customer. And they have to take a small step to you. Sometimes like a beautiful dance it benefits both parties. Other-times it does not. But any brand, marketing or innovation manager should ensure that the first, tentative steps towards a customer is risk-free, simple and easy. In this case it was the provision of a glass of water at a restaurant. The courtship has started. What small steps can you introduce for your ... Read more

Here’s a nice example of a win – win

Here’s a nice example of a win – win
Customers and consumers increasingly want brands and businesses to do ‘the right thing’. I suspect this has become a bare minimum nowadays. They also would like them to be a ‘good guy‘ — to make some small contribution that helps others. The photograph is a lovely example of a win – win The cause wins (with new shoes) and consumers, retailers and employees also win because they feel better about the brand. Read more

Can customers have an experience before they buy?

Can customers have an experience before they buy?
Sports stores now enable you to hit a new golf driver or putter before you purchase. Or online news sites allow you to download say 10 free stories/articles per month before you pay. The example illustrated is of a juice bar that had developed a new recipe and was encouraging people to try it. Ice cream stores do the same thing with new flavours. Consultants sometimes offer a free 1 hour workshop………..etc Enabling potential customers to experience your product in advance is ... Read more