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Nice to see that the Columbian financial group Helm are taking the concept of experience to the next level (‘Scent of a Cashier’ in the Diary section of Research Magazine, December 2009). Clearly these kind of sensory clues can lead to a degree of sarcasm, sometimes rightly so. But the overall concept of engaging at a level different from the functional transaction is correct. After all, we have all experienced the effect of muzak in grocery stores or soft lighting in restaurants even if we don’t state it, so why not take the same concept to banks? OK, so it may not be ‘the reason’ I engage with you, but getting a kick from the experience of it all is reason enough if the marginal difference between competitive banks is, well, marginal.
Indeed, in terms of memory and what you carry forward, you are almost creating memorabilia in a bog-standard offer. And of course by so doing, even a boring product or service can feel enlivening, and you can forgive the mistakes. So don’t forget the sensory, the artistic statement in an offering. People may say it’s a gimmick but then still go there because they like it.
Steven Walden
Steven Walden is Head of Research at Customer Experience Consultancy, Beyond Philosophy. He has worked in Management Consultancy for the last 14 years including boutique and large strategy houses providing advice and guidance to a cross-industry range of businesses on market planning and consumer behaviour. Within his current role and working closely with leading business schools he has focused on designing measures of emotion and the sub-conscious using techniques from consumer psychology. He is also co-author of a new book coming out in Spring 2010 on Customer Experience Management.Recent Posts
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Readers' comments (1)
Duncan McCallum | 18-Mar-2010 5:38 pm
Well said Steven. There is no doubt that the sensory element of a product is a very important adjunct to its function. For example, one only has to think of the smell of leather in a new car, the way a smell can transport one back to what seemed like a long-forgotten memory and the way a touch or a sound can evoke emotions. Any brand that ignores these ways of harnessing a positive disposition is missing out on a powerful marketing tool.
The general public are aware of its potency, hence the old trick, when selling a house, of brewing fresh coffee and/or baking bread when people come for a viewing. Our sensory testing laboratory has worked with many clients who would attest to this and regularly audit the sensory aspects of their products to ensure they have the greatest possible appeal.
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