I spent my Monday afternoon this week at the wedding of one of my best friends and it got me thinking all about customer experience design (what can I say?! A few glasses of wine and the marketer in me still shows up to work).
The point is, we spend years (and thousands of pounds) creating an unforgettable ‘wedding experience’ for our guests. In comparison how long do we spend designing our customer experience? And could taking a wedding approach help us in designing a wow factor that makes us not just memorable but unforgettable to our customers?
As with most experiences it is the detail that makes the difference but planning that detail becomes that much easier and more effective when we:
1. Know our guests (their likes, dislikes, behaviours)
2. Care what our guests think
3. Truly want to give them the best experience possible
When we plan a wedding we put ourselves in our guests shoes and think about what they want/need but also how we can surprise and delight them.
From the seating arrangements to the food choices to the little thoughtful extras (like plasters in the bathroom for when those stilettos start to give you blisters). Everything is planned with care and attention.
It is this combination of meeting our needs + surprising us with memorable moments that is so effective in creating an unforgettable day and this combination is also the basis for great customer experience design.
So how can you apply this approach to your customer process?
1. Map out the touchpoints (Walk through the experience looking at each moment that people interact with your business)
2. Meet their needs (every interaction should at the very least meet their expectation)
3. Create the wow factor (identify one or a couple of ways you can surprise/delight them. These will be the memorable moments you become known for)
And when you go through these 3 steps remember it’s not enough to just analyse the detail, you also need to walk in their stilettos so to speak. The process will get you so far, your attitude will take you the rest and the more you genuinely care the more effective you’ll be.
A huge congratulations to the newlyweds and thank you for a glorious day (hands down the best way to spend a Monday) x