The 5 pillars of customer experience

Customers want “shops” that respond in a satisfying and consistent way to all their needs and expectations. Only if they feel memorable sensations and emotions will the purchase become a unique experience.

But how?

1. THEATRE

A shop has to put on a performance designed to make its customers feel emotions. You need to give consumers pleasant multi-sensory stimuli that lead them into an emotional experience. Want an example? An Apple Store is not a shop, it is a stage, and when an employee works in front of customers, an experience tailored to each need takes place.

Homework for this week: walk into an Apple Store and tell me about your experience!

2. EMOTIONAL INVOLVEMENT

How many memories are in our minds only because they were fixed there by an event that involved us emotionally?

In December 2013 I visited the HEINEKEN EXPERIENCE in Amsterdam with my friends. The brewery that produced Heineken beer for about a hundred years has been turned into an interactive tour. From the history of beer, through how it is made, with a short stop for tasting, to personalising your own bottle: I was catapulted into the world of Heineken at 360 degrees. A unique and exciting experience, absolutely worth trying.

In my case the experience took place at an event and not in a shop, but it is also true that every time I go to the supermarket I only choose Heineken.

3. PERSONALISATION

Personalisation is essential if we want to increase interaction with customers when they choose products. Look at NIKEiD (personalise your shoe), or Apple, which builds a Mac to measure for you; Adidas also makes shoes to measure, and Smart, Fiat 500 and Mini even let you configure your car. What are you waiting for? Go online and personalise!

4. COMMUNITY

People want to belong to groups with the same interests so they can share them. Be the link between these people. Build a community around your store.

5. SHARING

When you are the protagonist of an experience, you are the first to want to share it! And this is where the “ONLINE” factor comes in.

MOBILE + MEDIA + SOCIAL = SHARING.

You create the experience; the customer, who lives it first-hand, will share it with their network.