By: Kevin Robinson
You know it the minute you step into a place.
You know the feeling – Target is different than Wal-Mart and WAY different than K-Mart.
The file already burnt into your brain nearly pre-determines your experience.
Walking through the gates of a Disney park is far different than – say – Six Flags.
You get that instant gut feeling about how YOUR experience will end.
Don’t fool yourself – YOUR brand is no different to your Customer.
From the moment a Customer engages your brand, the vibe is on.
During Customer Face Time, how does your Customer consume their experience?
Move to your lobby – are there self-serving plaques (resembling a mortgage company) on the wall or items reflecting the entertainment of your brand?
How is your Customer greeted?
When was the last time you (or any staffer) took 10 minutes to spontaneously offer a quick tour of your facility?
It also extends to your on-the-street presence. When a Customer approaches you on-site, how do you present?
Do you simply sit behind a table or engage the Customer proactively?
We’ve all been in a business where you can’t get ready answers to questions.
Often times some actually cocoon on-site – insulating them from the Customer.
In an measurement world, we ask for votes in 4- or 12-week increments. Every vote counts.
Imagine if Donald Trump ran for President but didn’t want to meet any voters.
Enhancing every experience for your Customer will always sway votes into your camp.
Kevin Robinson is a record-setting and award-winning programmer. His brands consistently perform in the Top 3 of the target – often times as the list leader. In his 35 years of radio, he’s successfully programmed or consulted nearly every English language radio brand. Known largely as a trusted talent coach, he’s the only personality mentor who’s coached three different morning shows on three different stations in the same major market to the #1 position. His efforts have been recognized by Radio & Records, NAB’s Marconi, Radio Ink and has coached CMA, ACM, and Marconi winning talent. Kevin lives in St. Louis with his wife of 30 years, Monica. Reach Kevin at (314) 882-2148 or [email protected].
Editor’s Note: The views and opinions of the above article do not necessarily reflect those of the MAB. Contact the MAB for information on the MAB’s official editorial policy.