By Melanie Robitaille, Sr. Staff Writer and Graphic Designer, EXIT Realty Corp. International

In these days of DIY and “just Google it,” transparency and authenticity have become the battle cry of consumers everywhere. We’ve seemingly heard it all and seen it all, becoming a desensitized society that’s increasingly harder for businesses to engage.

This information oversaturation has left many wondering what businesses can do for them that they cannot already do for themselves, and companies everywhere clambering to reach their clients beyond the two-dimensional advertising methods of the not-so-distant past.

A new methodology of customer experiences has risen from this hyper-technological era, where only those companies successfully marrying tech systems with harnessed human potential and the undeniable power of connection continue to reign supreme.

Savvy businesses like Costco, Amazon, and Netflix supersede mere service with innovative, visceral customer experiences. They understand that the world is made up of many different individuals, from all walks of life, with their own opinions, as well as preferences, wants, and needs. Whether these businesses are trying to engage the masses, or a specific target market, they put a person’s feelings first and leverage their systems second to get a pulse on what makes their clients tick.

Make no mistake, every business is powered by people. Consumers have the will to choose a desired product or service and they make those choices based on any number of emotional factors. According to the Frontiers of Psychology article The Influences of Emotion on Learning and Memory, “Emotional experiences are ubiquitous in nature and important and perhaps even critical…as emotion modulates virtually every aspect of cognition.” The article cites many studies that show how emotional experiences are better remembered over long periods of time.

So, in order to reach your customers and become a trusted, top-of-mind choice, you need to connect with more substance, because in the words of author and motivational speaker, Simon Sinek, “People don’t buy what you do, they buy why you do it. The goal isn’t to do business with everybody who needs what you have, the goal is to do business with people who believe what you believe.”

Creating customer experiences is a great way to do this, and it’s as simple as knowing and exceeding expectations. It’s about creating ease, offering incentives, making people feel like an integral part of your process, providing choices, personal attention, customization, as well as providing a platform for valuable feedback. It’s about creating the feeling of belonging, inclusivity, and a culture of genuine goodness to which people are inherently drawn.

Yes, nurturing people builds business, however this concept is not only reserved for clients, it should apply to your employees and B-to-B relationships as well. In order to cultivate and maintain a professional staff that aims to please or go above and beyond for customers, a corporate operation must walk the walk and practice this philosophy with its own people. Remember, a business is not just a brand, it’s the sum of the convictions of the people behind it.

Customers and employees are more than just a number, they’re not a situation. They’re real people with names and lives. You could have the best skills, products, or deals in the business, but if you don’t treat your consumers and staff like people, it will stifle your long-term success.


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