Telling stories through your customer experience


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Every touchpoint of your organisation, service and brand is an opportunity to tell a story.

The story you choose to tell your customers is just as important as your customer experience – in fact, the two often come hand in hand. Seth Godin gives a great example on his blog of the brand story told on a bottle of soap – yes, even a bottle of soap is an opportunity to tell a story. Seth goes on to say:

“Let’s assume the people buying it aren’t stupid. What are they paying [the additional] $17 for? A story. A feeling. A souvenir of a shopping expedition or perhaps just a little bit of joy in the shower every morning.”

A customer experience doesn’t have to just be the store experience, a phone call or the consumer journey online. A customer experience and the story you tell can start from a billboard or a store receipt.

Republished with author's permission from original post.

Colin Shaw
Colin is an original pioneer of Customer Experience. LinkedIn has recognized Colin as one of the ‘World's Top 150 Business Influencers’ Colin is an official LinkedIn "Top Voice", with over 280,000 followers & 80,000 subscribed to his newsletter 'Why Customers Buy'. Colin's consulting company Beyond Philosophy, was recognized by the Financial Times as ‘one of the leading consultancies’. Colin is the co-host of the highly successful Intuitive Customer podcast, which is rated in the top 2% of podcasts.


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