The power of image was shown at its strongest this week, when the Duke and Duchess of Cambridge posed for photographs in front of the Taj Mahal, on the very bench where, 24 years earlier, William’s mother Diana had created one of the most iconic images ever of a failing marriage.
A picture is worth a thousand words.
I’m not saying that you, or your business, are or needs to be “iconic”.
That said, I wonder what you could do to make your business more memorable?
Our latest newsletter (henceforth to be known as the Customer Experience Expert Briefing) is out: you can read it here.
On National Poetry Day (celebrated, it has to be said, with rather more enthusiasm and profile than National Customer Service Week). I heard on the radio about a brilliant website featuring pop songs re-written as Shakespearean sonnets. I decided, as a tribute both to Poetry and Customer Service, to write a sonnet on the subject of Customer Service…
My philosophy on how to sell more of something is simple: you have to explain what it is, you have to make it look desirable, and you have to ensure that it creates an appropriate impact on your Customer.
One of my hobbyhorses is that most visitor attractions fail to maximise sales of guidebooks because they don’t follow this simple approach.
The key principle is to get the timing right. Whenever I’ve been involved in designing shops, cafes or visitor centres I’ve ensured that signature products have pride of place, in a prime location with point of sale that is written from the Customer’s point of view.