Designing great customer experiences: NACE presentation

Creating great client experiences

Stephanie Weaver Experience & special diets menu consultant

1. INVITATION

•  Website: Loads quickly? Makes sense? Mobile-friendly?

•  PR •  Marketing: Ads, brochures, rack cards, branded

vehicles, uniforms of delivery people •  Telephone: Do they get a human when they call? •  First impression: What does the outside of your

business/office “say” about your services?

Invitation includes

2. WELCOME

•  First impression of the inside of your business •  First greeting (phone or in person) •  Customer service •  Sales/ticketing functions (if applicable)

Welcome includes:

IMPACTS OF POOR SERVICE

1 unhappy = 10 unhappy

3 unhappy = 1,000 unhappy

Avg. loses 20% annually

68% b/c of staff attitude

Costs 5X more to attract new

Yelp is forever

1 bad=2/3 leave

PUTTING PEOPLE FIRST

•  Put your staff before revenue •  An empowered staff is your greatest asset •  Talk to your front line employees regularly (if you

have them) to learn what customers are really saying

•  Reduce costs by keeping happy, productive employees: less sick time, less recruiting time/cost

3. ORIENTATION

•  If there is a map to reach your venue •  If your event is at a venue large enough to require

wayfinding/directional signs •  Explaining your processes or contracts to clients

Orientation includes:

4. COMFORT

•  Helping clients feel at ease with your company •  For event guests:

– Seating – Restrooms – Lighting – Sound levels – Temperature – Food (speed of service, dietary needs met)

Comfort includes:

5. COMMUNICATION

•  Written materials (contracts, brochures, website) •  Verbal communication with clients and event

guests •  Tone/voice of your business (e.g. Joe’s on the

Nose vs. Hornblower Cruises)

Communication includes:

6. SENSATION

•  Adding and delighting all five senses when designing events: scents, visuals, textures, sounds, and tastes

•  Designing in surprises, especially when they are random from the guest’s perspective (Congratulations! As our 5th client signing this month, you receive 15% off our services!)

Sensation includes:

7. COMMON SENSE

•  Pricing (are you checking the market regularly?) •  Collaborating with other people in your field, like-

minded businesses, and businesses “outside the box”

•  Talking to customers via social media and post-event surveys as well as regularly reading Yelp and other reviews

•  Following trends: trendwatching.com •  Alignment: Do your business practices match your

mission and your brand? And, are you communicating that?

Common Sense includes:

8. FINALE

•  Designing your last impression •  Exit script at venues •  Take-home items included in the experience

– Receipts – Ticket stubs – Flyers – Cards

•  Paid souvenirs (branded gift shop items)

Finale includes:

MEMENTOS (free)

•  Receipts •  Ticket stubs •  Cards •  Flyers

Memorabilia Souvenirs (paid)

Please contact me to learn more about experience or

menu consulting

sweaver@experienceology.com