I was in Italy earlier this week with Dr Prof Phil Klaus working through some customer performance measurement analysis for a retail client bank. Whilst travelling I came across this alternative to the abrupt ‘Drop & Go’ signs I’ve seen at UK airports. It reminded me that if you take a step back from the functional purpose of the activity, there is often a more engaging way to communicate it.
On another trip a couple of weeks ago I was grateful for this application of signage. Rather than buried amongst the transfer, bag collection etc signage the ‘how to get out here’ directional signage was very evident and allowed me to get out of Copenhagen airport, which I didn’t know, faster than those I am more familiar with.
But my out and out favourite brand for putting more effort into the message and by doing so always putting a smile on my face too, is Citizen M. I’ve only ever stayed at the Citizen M hotel in Glasgow hotel. But whenever I’ve stayed in Glasgow I’ve only ever stayed at Citizen M.
Every standard and specific message visible at Citizen M has been well thought through and crafted to convey the spirit of the brand. Door signage, soaps, menus – you name it. Even the door mat. I can imagine the brand/marketing/design/CX/Facilities (I’m sure they are well integrated) team sitting down and saying, ‘there has to be more we can get out of the door mats’ and then arriving at this ‘concierge flattery style’ approach.
Looking at those underutilised spaces in retail, on livery, on the website or across communications present wonderful low cost opportunities to reinforce the personality of the brand or draw attention to experiences that have been developed to increase customer contentment. Fun without connection to the business and it’s intention is frivolous, but alignment is powerful stuff.
It’s also delivers a quick win way to evidence of CX improvements if you need to demonstrate to colleagues, customers or the CEO that things are happening.
We call it SIBI (small ideas = BIG IMPACT). If you would like to know how we can identify Experience Design SIBI’s for your brand, we’d love to hear from you.
Posted by Christopher Brooks, Customer Experience Consultant, Lexden
Lexden helps deliver Customer Experience Strategy and Programme Management for clients seeking sustainable profit from customer experience.
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