Weekend musings…
I’m in the middle of a study on a well known coffee brand. To be clear, the brand is not only the logo and colour scheme etc, but the whole experience presented to its customers. I go into this in more depth during consultations and training sessions, as its quite a big area to cover. But in this instance, the way they shape their customer experience and its links to its brand is not via feedback forms, online surveys, star ratings etc but through conversations with their customers.

They talked directly with the people who were using their services, in a friendly, casual and informal way. They asked about the overall mood in their stores, what the customer experience was like, and gathered valuable feedback which lets them know if they are on track, or have work to do to get them back on track. As a brand that has a customer focused mission statement,  it wouldn’t make sense to do it any other way!

So, to improve your offering – ask for feedback. And think about your customers themselves too – how would they expect you to ask them? Do you think they would have a preferred way to give you feedback that helps you grow? Interesting stuff.