A brand’s greatest service challenge may actually manifest
itself before your customer even walks into your store. A million factors can
contribute to changing a customer’s mind from wanting to enter your service
environment. This can range from a perennial long queue to a badly located
store. The impact of these factors on designing your service strategy is
critical. In the process we create an acute condition called ‘unsatisfied
demand’ wherein we lose a customer’s business before him ever getting fully
introduced to it. So how can the scourge of unsatisfied demand be sorted out
with a well crafted service design?
But before you start drilling down to find an answer, you
need to understand the kind of incidents and severity of them which are causing
the aforementioned, unsatisfied demand. Incidents that will talk about how
customers have turned their backs on long queues and in the process a brand.
Walking into an ATM with the air conditioning turned to minus 20 and receipts
strewn across the floor can leave one scarred about the brand, quite literally.
Your day can go quite pear shaped when you spend an hour looking for parking
outside that new restaurant while your stomach goes on a disobedience movement,
demanding justice and some food. A badly lit coffee shop which is neither
romantic or understated but just plain cheap, makes that immense need for a coffee
disappear and attraction towards a brand too. The examples are countless yet
are so simple and avoidable. These are just the few details brands forget to
include in their service design which lead to a very forgettable experience for
a ‘could be’ first time customer.
Taking stock of this and then acting upon these situations
is not as easy as it seems. Customers can get turned off by very different
things and identifying them and tackling them can be the game changer with
today’s unpredictable customer. Companies need to ask themselves a couple of
questions to get them started down this road. When I walk into my company’s
store, is there anything that inhibits my interest to enter? How can I make
that first visit as comfortable as possible for my customer? In the answers to
these questions, quite possibly lies the key to never losing a customer even
before you get to show them what you got.
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