In the Customer’s Shoes

Getting a different perspective can provide additional insight into the matter. Photo credit: Roadtrip North of Salta: kaartje voor mn neefje by mansszat

Let’s face it. We’re all consumers. We interact with hundreds if not thousands of brands each day. Each interaction we have, whether it’s with a customer service rep, a website or a product we are using for the first time, shapes our perception of the brand, our feelings of affinity or dislike, and our likelihood that we’re going to use that brand again.

When we work with clients on building their brand, we start with customer research. Research is critically important because although a company can do many things to shape their brand, your brand is ultimately decided by your consumers. We work with many B to B clients so I often don’t get the opportunity to interact with a client’s brand from a customer viewpoint. However, I had just that opportunity recently.

I was able to tour a client’s facility and their major competitor’s facility as a potential customer. I took the tour, asked the same questions of both, and noted how I was greeted, what information was provided to me, knowledge of the employees, and overall feelings I was left with from each experience. What I found was enlightening. Our client’s brand is all about providing a personal, exceptional experience. However, staff didn’t smile or greet us. They were cordial, but not exceptional, which is what I expected from their brand promise. In contrast, their competitor made me feel more welcomed and valued. The competitor asked me questions about what I was interested in and then provided me with relevant information. They listened to me, made it more personal and all about me. I was surprised to find that I had a superior experience not with my client, but with the competitor.

The good news is that our client is open to this feedback and already has plans in place to improve their process and the customer experience. Don’t ever underestimate the power of your customers and the value you can find by experiencing your brand from their perspective.

Related posts:

1. Staying Focused
2. Ad Agencies: Who Is Your "Hub of the Wheel" and How Do They Affect Your Client Service Rating?
3. Went to Chicago for the National Restaurant Association Trade Show