My OperaInjecting feelings into brand relationships
Wednesday, July 23, 2008 10:24:47 PM
Most brands I know, feel cold and neutral.
The whole process of buying or getting the service feels planned, automated and scripted.
Nothing is personal about the whole condition of being a customer (in most cases).
First, it all starts with flowers of speech, and then develops into mechanical, specified processes (it often becomes worse after the buy).
Both sequences are unauthentic and transparent states – which customers see through quickly and acknowledge that the brand doesn’t care about the perspective of the client.
Small flourishing stores around the corner, with one employee and 45 customers give great examples on how personal, varied and honest things can get. Think of the possibilities and the opportunities…
As a customer. I want surprising actions – with real feelings behind them – actions that make me feel like I’m experiencing something unique that only a unique client like me is going to live through with this provider.
As a customer, I want to be treated like a special somebody.
I don’t want to receive automated templates of confirmation E-mails or talk to 10 different unconcerned people when I interact with a company.
I don’t want to pay the service hotline extra money for asking questions about my broken DSL - and I definitely don’t want to receive any letters implicating that I should show up in the branch office of my bank to receive a ready-scripted salestalk from somebody that doesn’t have the “I-care” expression on their face.
The time I give to the brand – I want it to be worth something – for me.
I want to remember myself uniquely interacting with that certain brand in 15 years.
Plus I want to have a personal history with that certain brand.
How can you fill the brand-experience with feelings, personalized interaction and surprising bafflement through free and extra need satisfaction?
There are plenty of ways.
The whole process of buying or getting the service feels planned, automated and scripted.
Nothing is personal about the whole condition of being a customer (in most cases).
First, it all starts with flowers of speech, and then develops into mechanical, specified processes (it often becomes worse after the buy).
Both sequences are unauthentic and transparent states – which customers see through quickly and acknowledge that the brand doesn’t care about the perspective of the client.
Small flourishing stores around the corner, with one employee and 45 customers give great examples on how personal, varied and honest things can get. Think of the possibilities and the opportunities…
As a customer. I want surprising actions – with real feelings behind them – actions that make me feel like I’m experiencing something unique that only a unique client like me is going to live through with this provider.
As a customer, I want to be treated like a special somebody.
I don’t want to receive automated templates of confirmation E-mails or talk to 10 different unconcerned people when I interact with a company.
I don’t want to pay the service hotline extra money for asking questions about my broken DSL - and I definitely don’t want to receive any letters implicating that I should show up in the branch office of my bank to receive a ready-scripted salestalk from somebody that doesn’t have the “I-care” expression on their face.
The time I give to the brand – I want it to be worth something – for me.
I want to remember myself uniquely interacting with that certain brand in 15 years.
Plus I want to have a personal history with that certain brand.
How can you fill the brand-experience with feelings, personalized interaction and surprising bafflement through free and extra need satisfaction?
There are plenty of ways.
