Customers Need Reassurance: Lessons from my London Experience


Share on LinkedIn

I recently visited London while I was there speaking for Customer Experience World. I stayed in the West End and walked and walked and walked!

customers need

I started noticing things which seemed unfamiliar to me but I’m sure are very familiar to every Londoner. These microinteractions in the city really caught my eye. They show someone is really thinking about the experiences people, especially visitors, might have in the city.

Reassurance and guidance are essential to creating better experiences.

My favorite microinteractions were everywhere! It’s such a simple idea but super helpful for visitors like me. At any pedestrian crosswalk, there are two words painted on to the street itself. The words are either “Look Left” or “Look Right.” While this may seem obvious, the way the Brits drive on the left and some streets are split into two cross walks, this was immensely helpful! Just think of how they came to do this. The city officials thought of the actual experience of walking across the street and not remembering to look left or not feeling safe and comfortable just crossing the street. This small act of stencils and paint helps thousands of walkers safely cross the streets!

Customers Need

Customers Need

Another great microinteraction was inside the famous black taxicabs. This red light clearly indicates when the doors are locked and you are safe inside. It’s a subtle reassurance to the passengers and a thoughtful way to indicate safety.

Customers Need

Finally, these signs above simple receptacles mounted on to street lights allow for no question what their use is!

Customers Need

Culture has a definite impact on how we see the world.

Isn’t it thoughtful to consider those who aren’t a part of your culture and provide the cues and reassurances they need? Microinteractions are moments that matter. These microinteractions were memorable, thoughtful and provided this visitor with a sense of welcome. What can you do within your own experience to provide the helpful guideposts and reassurance customers need?

I created a special Pinterest board for microinteractions and other inspiring sights I found during my short stay in London. Hop on over and take a look! What would you add? Let us know in the comments section below. Our favorite microinteractions are those we receive from our community!

Jeannie WaltersLondon Sights & MicrointeractionsHygiene AND Tropical Medicine? Do they always go together?No question what these mounted receptacles are for!Great reminder for pedestrians! All over the citySuper helpful for visiting pedestrians!Inside the black cab doors. Nice reassurance for passengers!Tuba playing with fire out the top!Lovely little courtyard at The Academy Hotel.Store Street. Guess what it's full of?See On

Featured image: Tim Morris via Creative Commons license

Republished with author's permission from original post.

Jeannie Walters, CCXP
Jeannie Walters is a Certified Customer Experience Professional (CCXP,) a charter member of the Customer Experience Professionals Association (CXPA,) a globally recognized speaker, a LinkedIn Learning and instructor, and a Tedx speaker. She’s a very active writer and blogger, contributing to leading publications from Forbes to Pearson college textbooks. Her mission is “To Create Fewer Ruined Days for Customers.”


Please use comments to add value to the discussion. Maximum one link to an educational blog post or article. We will NOT PUBLISH brief comments like "good post," comments that mainly promote links, or comments with links to companies, products, or services.

Please enter your comment!
Please enter your name here