Customer Experience In the Most Unusual Places


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I am speaking at Fabraban conference in Sao Paulo for Brazilian Bankers. It is amazing how every one is chasing the same customer experience issues and end up with similar outcomes. It is often that competitors focus on the same exact challenges and end up with an undifferentiated outcome. What about the unusual places. The places no one consider intuitively. Let me rephrase the question:
Is you toilet a source of differentiation? What would you do to your toilets to surprise your customers with delight?
I recently landed on a massage table at a Banyan Tree Spa in Sao Paolo (Highly recommended , indulge yourself) If you recall the experience at any regular spa your head is facing down staring at the floor. At the Banyan Tree Spa they decided that this is an opportunity and placed a flower arrangement on the floor. They also insisted on turning the shower for me (I am fully capable of doing it myself) and offered disposable underwear to the self conscious customers. Thinking about the staring in the floor as n opportunity just demonstrates how far they have gone n search of innovating the experience in the most unusual ways.

At Virgin Atlantic Airways flight attendants will not hand you the blanket. They will open it up and cover you. Expensive? Not at all. Its a mind set and a pursuit of innovation in the most unusual places.
So back to my original question. What are your unusual places? How experiential is your toilet? Do not follow the common path. Look for the unusual places and surprise your customers. Small touches can go a long way not only in delighting customers but in creating true differentiation.

Lior Arussy
One of the world’s authorities on customer experience, customer centricity, and transformation, Lior Arussy delivers results. His strategic framework converts organizations from product- to customer-centricity. It is drawn from his work with some of the world’s leading brands: Mercedes-Benz, Royal Caribbean, Delta Air Lines, MasterCard, Novo Nordisk, Walmart and more.Arussy is also the author of seven books, including Next Is Now (May 2018)


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