CNA NewsNote November 25, 2011
When you build a website, installation or other experience space, you know that everything up to the point where your first customer enters, are preparations for creating a returning or referring visitor. Perhaps this approach should be universal to any aspect of your business?
Guess we have all tried it. Being swept away by the luring promises of the consultant (which in this case really means salesperson), happily approving the fee, budget or resource estimate (all which in any case really means money), just to see him or her slithering away once the delivery has been made. One starts to get the feeling, that once money has switched hands, all that is left is an almost Shakesperian silence. Don’t the charming consultant (which in this case still really means salesperson) care anymore? Did he or she ever?
Well, do you? And do your customers or visitors know and appreciate it, if you do?
Everybody likes to be heard. Nobody likes to be ignored. And even before the rise of social media, people would on average bring their complaints to 7 friends or relatives, while only being honest to 1 waiter or host. Good thing is, when the experience is a good one, people will tell about it to about 17 friends or relatives on average – and even more now, aided by the means of the digital age. The catch is that the complaint that before reached 7 sets of eyes and ears, now blazingly fast reaches a massive number of people. It is posted accessible to every friend on Facebook, or is easily picked up by TripAdvisor, when they nominate hotels for doubtful honors such as being among the dirtiest hotels in the world.
Being able to handle social media will only aid you so much. You will have to be able to handle and track the customer or visitor experience.
The point is, the first time someone visits your store, hotel, destination – in short, your place – that first visit should be the first reason for coming back. So should the second visit. And the third. And the fourth. Don’t just look at the dialogue and interaction leading up to and during the spending of people’s money. Get insights on the good and the bad experiences, and act upon them. Continue the dialogue afterwards. Your customers or visitors will. With or without you.
Do you want to know more?
CNA provides integrated solutions for defining, measuring and analyzing the way people experience your business or destination. Offline, online and on mobile. Get in the know. Get in touch with cna@cnagency.dk
