2. use positive cues & 3. avoid negative cues
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2. use positive cues & 3. avoid negative cues

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  • 1. USE  POSITIVE  CUES   &  AVOID  NEGATIVE  CUES  
  • 2. Walt  Disney  with  their  Disney  Parks  is  the   recognised  expert  in  offering  experiences.  The  workers  are  called  actors,  you  the  visitor  are  the   guests  and  the  theme  park  becomes  the  stage.   www.disneylandparis.com   Walt  Disney  
  • 3. Torfs  For  Torfs  using  harmonizing  posiAve  cues  means  personalising  the  service  to  your  customer.  Torfs  is  in  the  business  of  selling  shoes  and  this  is  tricky  to  personalise.  Making  a  real  difference  in  the  way  they   approach  their  customers  is  what  they  want  to  achieve.  This  means  the  way  in  which  they  pay   aDenAon  to  their  customer,  or  the  way  in  which  they  treat  him  or  her,  and  try  to  ‘put  themself  in  the  shoes  of  their  customer’  and  endeavour  to  find  out  what  he  or  she  needs.  Therefore  they  have  had  to   give  their  staff  specific  training  in  personalising  their  approach  to  the  individual  customer.  How  to   greet  and  welcome  customers  into  the  shop,  and  how  to  address  certain  problems,  etc.     www.torfs.be  
  • 4. At  the  Lairesse  Apotheek  in  Amsterdam,  for   example,  all  impressions  are  in  sync  with  each  other.  You  can  experience  this  pharmacy’s  vision   through  your  senses,  as  it  were.   www.delairesseapotheek.nl   Larisse  Apotheek  
  • 5. Carglass  already  exists  many  years,  but  it  is  a  nice  example  of   Carglass   instantaneous  graAficaAon.  When  your  car  glass  is  broken  you  can   make  an  appointment  by  phone  or  internet,  when  and  where  you   want.  At  their  local  car  centers  not  only  the  cars  get  a  premium   treatment  (the  broken  car  is  fixed  are  replaced  and  on  top  of  that  your  car  is  vacuum  cleaned,  and  the  glasses  are  washed),  but  as  well  the  customers  (free  drinks,  free  wi-­‐fi,  free  newspapers,  comfortable   waiAng  rooms,  and  most  importantly  friendly,  smiling  people)   www.carglass.be  
  • 6. Utopolis  The  first  VIP  cinema  in  Belgium.   www.utopolis.be  
  • 7. Spoor  Noord  …  or  how  ciAes  can  also  eliminate   negaAve  cues.     Sppor  Noord  is  a  brand  new  park  in  Antwerp.   Spoor  Noord  is  a  contemporary  urban  landscape   park.  It  combines  nature,  light,  space,  relaxaAon,   culture,  sports  and  events.   The  western  secAon  of  the  park  includes  a   number  of  play  areas,  a  bmx  and  skate  park,  in   summer  a  summer  terrace  and  much  more.    The  enAre  park  has  a  lot  of  free  space  to  sunbath,   Park  Spoor  Noord  picknick  or  relax.  There  even  is  a  public  barbecue  in  the  park,  just  bring  food,  drinks  and  stuff  to  let  it  burn.  Clean  the  barbecue  aXerwards  and  enjoy!   Reconversion  of  an  old  industrial  area.  
  • 8. More  than  just  a  wellness.  It’s  a  wellness  PARTY!   hDp://www.d-­‐toxx.be/nl/wellness   d-­‐toxx  
  • 9. Dutch  airline  KLM  released  a  video  a  few  weeks  back   demonstraAng  how  they  used  social  media  to  spread  a  liDle  happiness  amongst  some  of  their  customers.Their  acAvity  was   to  idenAfy  customers  who  checked  in  on  Foursquare  or   menAoned  on  TwiDer  that  they  were  flying  with  KLM  from  a   parAcular  airport.  KLM  staff  then  used  the  customer’s  social   media  profile  to  find  out  a  liDle  more  about  them  in  order  to   present  them  with  small  appropriate  giXs.   surprise.klm.com   KLM  Surprise  
  • 10. Does  your  police  office  also  looks  as  aDracAve  as  the  new  police  office  in   Antwerp?   Police  Antwerp