How to Create Compelling Customer Experiences

Most retailers that attempt to create compelling customer experiences fail, claims Doug Stephens, owner of the Retail Prophet consultancy. The reason is that most retailers, including decorative plumbing and hardware showrooms, don't understand what the customer experience really is and how to make it more compelling. They mistakenly believe that the customer experience will be enhanced by rebranding, updating displays, bringing in new lines, re-configuring the showroom and transitioning from catalogs to tablets. Other misconceptions, says Stephens, are retraining sales professionals and improving customer service.

 

Most showrooms and other retailers who make these investments are likely to be disappointed with the results. Most of the time these improvements will not increase sales or generate additional positive reviews on Yelp or Houzz.com. Stephens claims that updating displays, retraining staff and enhancing service is comparable to putting "fresh icing on the same stale cake."

 

Creating a compelling customer experience at Nordstrom, Nieman Marcus or your showroom requires mapping the customer journey, breaking it down into its smallest component parts and then re-engineering each component to look, feel and operate differently from the competition. You need to dig below the surface within each moment to understand customer needs and design the combination of people, place, product and process that delivers delight in "that micro-moment." You need to weave your brand story into every customer interaction. You have to use different approaches, nomenclature, rituals, methods and processes from your competition. You have to offer an experience that can't be found anywhere else.

 

Stephens claims that the remarkable customer experience is comprised of the following five distinct elements:

 

• Engaging: Connect sight, sound, smell, touch and taste that strike an emotional chord with your customers.

• Unique: The method, language and customs used are unusual, surprising or proprietary thereby giving customers the impression that they not only have entered a different type of showroom but they are actually in a different world.

• Personalized: Customers believe that the experience they received was crafted exclusively for their needs. Showrooms can take advantage of customization opportunities to personalize the experience in unique and meaningful ways.

• Surprising: Customers are surprised and delighted by the interaction with the showroom.

• Repeatable: Experiences are consistent and so well practiced that they appear to be spontaneous while leaving nothing to chance, but offer the team enough leeway to let their personalities shine through.

Stephens points out that when Steve Jobs talked about design, he was not referring to how things looked and felt. Instead he was referring to how things really work. The opportunity for decorative plumbing and hardware showrooms is to deconstruct their customer journeys and then develop a strategy that completely differentiates the experiences you offer from the competition. It's about understanding all of the jobs your perform for your customers.