• jonathan posted an update in the group Group logo of Experiential Customer Environments Experiential Customer Environments 6 years, 7 months ago

    I think that one of the common topics in Ian and Alexey´s comments is the use of all the senses while enjoying the environment. I mean, not only what you see is what it´s retained in one´s head, but also the touch or Ian´s “pain in the butt” and the taste or Alexey´s “good coffee” is something that keeps deeply in mind.
    Every individual can link a soundtrack, a taste, or a smell, to every signature moment of our lifetime. It is not just a color, nor a shape. An emotional connection with people and things is enhanced by the use of the five senses, which can swiftly move us to another place and time, that remains deep in each one’s memory.
    Experiencing by using the five senses is directly linked to the real and natural world what people deal with, in opposition with the artificial environment created exclusivally to stimulate the sight sense. And costumers tend to endow the brands and products with human attributes when they fell connected to them, emphasized with a polysensory experience.
    So, why do not companies try to build unique experiences and a better relationship with costumers by means of using the five senses?
    A smell that seems like familiar will relax and offer safety and comfort, reinforcing the ideas in a better way than using just elements that adjust visually to that concepts. Touch, taste and hearing will strengthen the emotional connection to a brand as well, and let customers be attached to a particular sensory aspect of the company.

    • Hi Johathan,

      Great comment! Some really good examples of this can be found in the hospitality industry. One of my favorites is the Shangri-la Hotel chain. Not only is the experience consistent from hotel to hotel, but they also engage the senses immediately upon arrival. All public spaces of the hotel have a signature smell and sound, the give you a fresh fruity cocktail upon arrival (a little alcohol never hurts 🙂 the space is visually pleasing, and the materials and accessories around the registration are designed to make you want to touch things… Very well done !!

    • I have experienced a Shangri la hotel first hand, and I can honestly say that no other hotel in the world has given me the same sense of been in a luxury version of my own home. I am always looking forward to come back, I think I am hooked! Pity that the consistency of their services & experience in every location does not extend to the room prices 😉

    • I have a friend who works in the “customer Experience” department of a Hospitality chain, and she´s depicted me how much time, money and effort they need to spend in order to let customers customize everything possible, from the size and comfort of the pillow, the colours of the dimmable lights, till the scent they wish to smell from the first time they go into the room, and the ways to record it in their own customer´s data, and use it automatically everytime they host in one of the hotels, no matter which one. The goal is achieving a very comfortable and recognisable customised environment, by giving customers tools to modify it as well as knowing as much as possible of their willings.

      • I don’t usually agree with the things shared on this site, but in terms of hospitality this would make sense. People go to hotels to have the comforts of home and relax. When I go on vacation, I want everything to be my way because it is my time to myself, and a hotel that can customize things for me is wonderful. This wouldn’t work for banks, though, because people don’t go to their banks to relax. When they want to get business done, they will, and that is not always the same each visit. Plus, it is too expensive to do this for every customer.

    • Question would be, do they think it is worth it?

    • She told me that the main problem they have is trying to find out how their customers value such effort, and how much each customer is willing to pay for.
      I mean, It is what Tim Harford explained in his book “Dear undercover Economist” as one of the main issues to solve: to customize the prices of every good, service or experience according to each customer deems a fair trade for these ones. It might be that one customer would pay double what another customer would for the same, and that is what they attempt to take advantage.
      In this particular case, for instance, they offer different “memorabilia” gifts according to what the customers have paid for the room and the service, or more chances to customize. But they are quite aware of the increase of the price is not only the value of the item but also the kind of service and the experience they create, and this is the key point.

    • I like the idea you talk about here; I know whenever I smell fresh cookies or bread my mouth starts to water and I think of my childhood. But how can companies find the right combo of sounds, tastes, sights, etc. to appeal to all their customers? Also, how can they measure up how effective these improvements are in bringing in customers? This stuff isn’t cheap, and I wouldn’t throw my money into it unless I was confident it would work.