Microinteractions Lead to True Brand Love


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Customers are calling the shots

Customers are shopping the way they want to shop — via mobile, online or in-store — and it’s up to retailers to keep it fresh, keep it current and keep it relevant for these shoppers.

In-store design, mobile optimization and online ease-of-use might address much of the experience, but it’s the smallest moments that can lead to the biggest return. At 360Connext, we call these microinteractions, and while the term is often reserved for online design, we believe these small moments both online and off are what can make a moment for a customer, leading to loyalty, brand love and ultimately, brand advocacy.

brand love

Micro Moments of Brand Love

Microinteractions can be incredibly small moments. They are typically the overlooked and mundane transactions between customer and company. But when they are special, they can generate a great response in the recipient. A well thought-out moment which could easily be overlooked is one way to show you care about customers. Grateful customers who get a warm welcome, a sincere farewell, or just a kind word will often share their brand love with whomever will listen or read or retweet what they have to say!

We’ve been collecting them for a while now and here are a few of our favorites from retailers. What can you take away from these minor but masterful moments for your customers?

Old Navy understands the fitting room OCD dilemma

Old Navy’s fitting rooms supply not just the typical mirrors and hooks for hanging clothes, but also a clear label for what most shoppers are sorting. This idea is super simple, but very thoughtful.

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Dunkin’ Donuts welcomes you!

Dunkin’ Donuts starts the welcome with a door handle. Another simple design element that feels nicely branded and starts the customer experience early!

brand love

Wendy’s makes it personal

When Wendy herself asks you to pick up your litter at a Wendy’s Restaurant, it feels more personal than any old stick figure doing so! This is a great example of something routine and mundane made special for the experience.

brand love

The bad ones matter, too

This is from a spa which shall remain nameless to protect the not-so-innocent. What sort of experience do you want your guests to have? This implies distrust and a total lack of care from the beginning. If luxury is what they’re going for, a popsicle stick taped to a ballpoint pen sure doesn’t cut it!

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Of course these are just examples from the in-store experiences; there are many, many more opportunities to make a small moment matter within the online and mobile experiences.

Have you walked through your customer experience and considered how to improve the microinteractions? A small change can lead to brand love and even advocacy!

Photo credit: Lord Biro via Creative Commons

This post was written for and a version originally appeared on Retailcustomerexperience.com

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 Lynda.com 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.”


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