Staging Customer Experience? Time to Think Like a Director
Businesses often mistake customer experience for isolated efforts like service center improvements, training programs for service and sales teams, or satisfaction surveys sent after online transactions. While these are components of customer experience, they’re only part of the bigger picture.
Much like a film, customer experience needs to be carefully staged by the business, with each detail meticulously planned. If the experience itself is the “movie” or the way we experience a film at the cinema, then the brand story is the “script” that successful brands use to shape customer interactions.
This link between the “script”—the brand story—and customer experience allows brands like Guinness to turn an inherent challenge into an advantage through compelling storytelling.
How did refocusing on a unique customer experience save Starbucks from collapse in 2008? How does a young shoe brand like Allbirds find its place in a market dominated by giants?
Find out more in Alon Weinpress’s full article in Walla! Marketing & Digital (Hebrew) >>
