Build a bear and HamleysSouthwest using fun Overbury – look and feel of professionalism on site (non-confrontation)Ryan Air adding in cost and not realising the negative emotional impact
Paco Underhill: why we buy, removal of carpets from a store saw sales dropExample of McDonalds, recent renovation of storesExample see last IAT webinar and brief – demonstrated links to growth esp. Net Promoter (blog to follow)
Zhecho: Build a bear experienceCustomise bear, but liked already stuffed bear. Can I buy stuffed bear an put recording in bear, yes, came back another employee – cannot do that. I already spoke to colleague and at end of day did it.
Colin Hertz experience Naples
The Operational margin jumped 200%, same store sales jumped with 4% from –9% year on year.Starbucks embraced customer research surveys and one of the first thing they found out seemed basic – people in different regions had different tastes for the coffee:Sun Belt – prefer cold drinksNortheast – like drip coffeePacific Northwest – drink more espressoYet the executives in charge of regions of the country were divided along time zones and out of touch with what different customers wanted. All of a sudden you start to see it’s not a numbers game — it’s about consumers influenced by where they live
It is not the fact these gaps exist that is the surprise, rather their magnitude and extentOrganizations do not seem to be aware just how much opportunity there is to differentiate emotionally. For us this is symptomatic of a rational cost-cutting focus with executives burying their heads in the sand to the realityThere is also a lack of understanding of the economics behind this e.g., the impact of Social Media and …… The sheer extent of this gap represents a call to action….. Expectations: 38% to 6%Issue handling: 61% to 23% recogniseHonesty: 66% to 15%Feelings: 80% feel they are a transaction
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