Thursday, December 15, 2011

Creating a First Day Experience

Chris Brogan, a prolific blogger on the use of new media in marketing indulges us with a very interesting thought. A customer experience idea that seems to have evaded most of us. In his own words:

‘How often do we build experiences such that we’re welcoming of new people? Do we work enough on that? Do we help people get connected and involved? Do we make them feel like we realize it’s their first time and we’re here to guide them?’

Through this he introduces us to the idea of creating a ‘first day experience’ for new customers. New customers join a company somewhere in between the evolution of a company. Customers need to be invited on board with a story that helps them understand the company and feel a part of it at the same time. 

Even though Brogan talks of this idea in an online context (Read more here: Every Day is Someone’s First Day) the power of this idea can truly be tested if it can be replicated in a brick and mortar situation. New customers walk into a store everyday and identifying them no doubt is an improbable task. But if retail stores can find a method to the madness it can create loyalty and in an increasingly congested market, differentiation. 

Stores can explore ideas of putting up the story of their birth, pictures of how the store evolved or even have a ‘First Day’ officer who can help customers with a few additional services. Stores need to figure out what lengths they can go to and the bandwidth available to them. But an endeavor in this direction can be invaluable.

So how would you create a First Day experience for your customers? 

1 comment:

  1. During my working career I have paid attention to this when new employees join. But giving a warm welcome to a customer who is walking in for the first time is a good thought. Experienced sales man and good entrepreneurs have been practising this. But how to institutionalise this across a large customer-facing staff, especially when there is a high staff turnover.