Are you experienced Customer lessons from Comcast, American Girl, and Irish whiskey – Business Intelligence Info

So,intheinterestsofthecommonwealth(ofself-interest,ofcourse),ImgoingtoclarifythedefinitionofcustomerexperienceandcustomerengagementandthentalktotheideaofthethreekindsofcustomerexperiencethatcanbeaddressedlegitimatelyandhowtocraftyourstoryaroundtheminthebestpossiblewayatleastthewaythatIseeit。

SincecustomerengagementisNOTreallythecenterofthisstory(thoughitisthebackstoryinthecaseofallcustomerexperienceitalwaysis),Illgetthatoutofthewayquickly。

Thedefinitionofcustomerengagement

Ihaveacleardefinition:Theongoinginteractionsbetweencompanyandcustomer,offeredbythecompany,chosenbythecustomer。

HereswhatImeanbythat:

1。

Acompanyisbornwithconstraintslabor,time,financial,regulatory,younameit。

Thatmeansthatnomatterwhattheydliketodo,itslikelythatonewayortheotherthereareeitherroadblockstogettingthereorrestrictionsontheirabilitytodoit。

2。

Acustomerdoesntcareabouttheconstraintsthecompanyhastheyonlywanttosatisfytheirself-interest。

Self-interestisntabadthing。

Itswhatapersonwantstodothatkeepsthemhappyastheytrekonthepathtohappiness。

Themorecontrolapersonhasoverthatjourneytohappiness,thehappiertheyare。

Thecontrolmanifestsitselfforanindividualascontroloverthechoicestheycanmakeconcerningthedirectionofthatjourney。

3。

Acustomeralsodoesntcareaboutthejourneysoftheothercustomersofthatcompany。

Whenitcomestotheirrelationshiptothecompanythecustomerwantstoseethatthecompanyvaluesthemasanindividual。

Theconstraintsandtheothercustomersaremootasfarastheyareconcernedwhenitcomestotheirrelationshiptothecompanyexceptonoccasion。

4。

Thus,thecompanysresponsibilityisthatdespitetheconstraintsanddespitethedesiresoftheothercustomers,thattheyconcernthemselveswiththewaystoprovideindividualcustomerswithasemblanceofcontrolbygivingthemabasketofproducts,services,toolsandconsumableexperiences(moreonthislater)thattheycanchoosefromandthusshowingthatcustomertheyarevalued。

5。

Doingthatkeepsthecustomerhappyenough(notecstaticorcontinuallydelighted)towanttocontinuetointeractwiththecompany(andtransact,a。

k。

abuystuff)。

ThereismuchmoretothisbutIvewrittenaboutitbeforesoforthepurposesofthispost,itwillhavetoremainthebackstory。

Sufficetosay,itwillsuffice(tosay)。

CustomerExperiencethen

Customerexperienceisnotthesameascustomerengagement。

Itissymbiotic。

Theoverarchingdefinitionofcustomerexperiencetheonethatyoumostlikelymeanorarelookingfor:

Customerexperienceishowacustomerfeelsaboutacompanyovertime。

Thatisacomplexfeelingtoo。

Thatisdrivenbythesumtotaloftheinteractionsandtheresultsofthoseinteractionsandtheexpectationsyouhadofthoseinteractionsandtheimpactofpriorinteractionsandtheirresultsonthepresentinteractionsandtheirresults。

Itisdrivenbythedaythatyouhadoverallandtheimpactthatthedayhadonyourinteractionswiththecompany,whethertheresultsofthatdayareendemictothecompanyornot。

Butwhatitisnt,isenabledbytechnologyorengineeredpersebythecompany。

Itishowacustomerfeelsandtechnologycannot,Irepeat,ITCANNOTENABLEFEELINGS。

Sorrytoyell,butImanemotionalguy。

AndImactuallynotyelling,Imjustcapitalizingletters。

Thesoundpollutionwasntincreasedadecibel。

Seehowthemindsworks?

Sohowisitdifferentfromengagement?

Whatmakesitsymbiotic?

Customerexperience:Thedifferencefromengagement

Ihavetopresumethatyoucanseebytheirdefinitionthattheyarentconflicting,butnoraretheyinterchangeable。

Theyarehowever,symbiotic。

Expandingonthatthoughtalittle,letsmakeasomethingofablanketstatement:

Successfulengagementwithacustomerovertimecanleadtoapotentiallygreatoratleastgoodenoughcustomerexperience。

Andifthecustomerexperienceispositive,theengagementsarelikelytobemorepositivethantheyotherwisewouldhavebeenandthecustomersmoreforgivingofnegativeinteractionsthantheyotherwisewouldhavebeen。

Thesuccessofthissingularengagementovertimeoritsfailureiswhatleadstowhatmostconsiderthecustomerexperience。

Totakeitatinybitfurther,whilethefeelingthatistranslatedtoagreat,goodornotsogoodcustomerexperiencecanchange,thefactthatthisoccursovertimeisofparamountimportance。

Understandingitsongoingnatureisknowingwhatitis。

Alsotopofthechartshere,istorealizethatfeelsisascientificword,notaliterarytermperse。

Thatmeansthecustomersbehaviorisdrivenbyhisorherperceptionofsomethingthatmakesthememotionalinapositiveornegativewaytheyfeelgoodorbadabouttheongoingexperience。

TechProResearch:Howfocusingonsolidcustomerservicecandifferentiatetechcompanies|

Engagementhoweverisadifferentanimal。

Whiletimeiscriticalitstheongoinginteractionsthatmakeitengagement,engagementisthecommunicationsbetweenoramongthecompaniesandtheircustomers。

Theparticularinteractionorsetofinteractionsiswhatdeterminessuccessfulorfailedengagement。

Howengagedacustomeriswithacompanyisoftendeterminedbyhowtheyarefeelingataspecificmomentintimeaboutacompanyanditsimpactontheactualinteraction(s)undertaken。

Acustomerengagementeventoccursatthepointoftheinteractionandimmediatelybeforeandafterit。

Howfullyengagedthecustomerisatthattime,isbasedonthesuccessorfailureofthoseimmediateinteractions。

Emotionplaysahugeroleinthatsuccessorfailuremeaningthecustomerscurrentfeelingaboutthecompanyandaboutwhateverisdrivingtheinteraction。

Theinterplayofengagementandexperiencedrivesthecustomersexperience,basedontheirhistoryandthedifferentweightsassignedtodifferentresultsthathaddifferentexpectationsoftheeventsastheyoccurred。

Thebenefittoabusinessisthatthisgivestheorganizationthemeanstoidentifythecustomersbehavior,thecontextforit,andapictureoftheemotionalcontentbecauseitisrecordedinsomefashion。

Sometimesitsaconversationthatindicatessomething。

Sometimesitsapatternofactivity。

But,allinall,itislikelyarecordedactionorsetofthem。

Thus,knowingcustomerbehavioriskeytoeitheranticipatinghowtheyaregoingtointeractorunderstandinghowtheyinteractedandwhyinparticularthatway。

Thecustomershistorywiththecompanyandtheirfeelingsaboutthecompanyhaveasignificantimpactontheresults。

Howthentothinkaboutthecustomerexperiencewhenmappingastrategyforengagement?

Well,eachyear,BruceTemkin,the#1guywhenitcomestocustomerexperience,getsroughly10,000actualcustomerstoratetheirexperiencewithindividualbrandsinmultipleindustries。

Hisresultingrankingsarebasedonthreethings,allofwhichcanbeconsideredplanningguidelinesforyourcompanysengagementstrategy。

Theyare:

Thesuccesscustomershadwithrecentinteractionswiththecompany。

Didthecustomersaccomplishwhattheysetouttoaccomplish?

Theeaseoftheirrecentinteractionswiththecompany。

Basedonthoserecentinteractionswiththecompany,howdidthecustomersfeelaboutthecompany?

Notesomethinghere。

Ifyoureadthelines,youseethattheengagement(theinteractions)andtheexperiencearetotallyintertwinedinaPlatonicwayofcourse。

Ifyoureadbetweenthelines,youseeitisnttheactualexperiencethecustomerhaswiththecompany,buttheirperceptionoftheexperience。

WhileIdlovetobealtruisticandsaythatwhatcompaniesprovideiswhatcustomersreallyandtrulygetitsmorewhatcustomersthinktheyaregettingandhowtheyfeelaboutitthatmattersthoughitmaybeexactlywhattheyaregetting。

Butonewayortheothertheyhavetofeelthatwhattheygetisimportanttothem。

Beforeyoumakemeintoademonwhoisdevaluingauthenticityandtransparency,Imgoingtorespond。

Asimportantasneedingtobeauthenticandtransparentistoarelationshipwithacustomeranditisoneotherthingthatgovernstherelationshipofthecompanyandcustomeristhewillingnessofthecustomertoengageordisengageframedbytheirlong-termexperiencetheirfeelingaboutthecompany。

Iwasacustomerfor16yearsmakingmeapparentlyguiltyofself-flagellation。

WhydidIstay?

Forexample,ifyoulookatBruceTemkins2016ExperienceRatings,youseethatComcastisoneofthebottomfeedersastheyareeveryyear,itseems。

Outof294totalcompaniesthatwererated(eachwithatleast100respondentsfromthesurvey),ComcastasaTVServicewas289thandasanInternetServiceProvider(ISP)ranked284th。

Whatmakesthesepatheticnumbersevenmoresad,isthatthisisanimprovementover2015!

Sigh。

Theanecdotalevidencetosupporttheirrankingisoverwhelming。

Forexample,inearly2015,astoryhitthenewsthataComcastcustomerclaimedthatshegotaheartattackduetoananxiety-producing,stress-inducingcustomerserviceinteractionwithComcast。

Itwentviral,eventhoughtherewasnothingbutthecustomersclaimsbecauseComcastcustomersexperiencesweresobadthatthestoryseemedcredible,andtheirreputationsopoorthatevennon-customersbelievedit。

WhatmakesthisparticularlypoignantisthatIwasaComcastcustomerfor16years。

IusedtheirinternetservicesonlybutusedthemforsuchalongtimethatIwasevenabetacustomerinmyarea。

IhatedalmosteveryinteractionIhadwiththembecause,withfewexceptions,theywereeitheroverwhelminglynegativeorminimallyheadscratching。

ButnoticeIsaidIwasacustomerfor16yearsmakingmeapparentlyguiltyofself-flagellation。

WhydidIstay?

Toputitinverysimpleterms:

1。

Thetechnologywasgoodenoughtomeetmyneedsfortheinternetandtheircompetitorsatthetimewerentcompellingenoughintheirofferstomakemethinktheyweremuchbetter。

2。

IdidnthaveahighdegreeofinteractionswiththemafewayearatthemaxandbecausethetechworkedIlivedwithit。

3。

ThecostofswitchingwhichisntadollarcostbutaphysicalandbehavioralcostwashighparticularlyinthatIwouldhavetochangemyemailfromcomcast。

nettosomethingelseandthatwas16yearswiththatemail

4。

ThatallledtoinertiaIdidntswitchbecauseitwastoomuchworkandnothingwascompellingenoughtomakemeswitchneitheracompetingoffernoratriggeringbadevent

Untiltherewasthebadevent。

Keepinmind,asfarasComcastknew,giventhatourbillswerepaidontimeandtheyneveractuallytookmycustomerpulse,theyassumedwronglythatIwasaloyalcustomer。

Timelypaymentsforpremiuminternetover16yearscanleadonetothinkthat。

Butthenthebadevent。

TechProResearch:Whyexcellentcustomerserviceshouldbeacorporategrowthstrategy

IgotanofferviaemailonedayfromComcastthatseemedtoogoodtopassuptoimprovemyinternetspeed/bandwidthatareasonableprice。

Irespondedtoitviaemailandthenbegantofilloutdigitalpaperworktoactivatetheoffer。

Weirdly,Icouldfillthingsouttoapointbuthadinexplicable(andannoying)troublegettingtothefinalstagestosealthedeal。

Initially,Ithoughtitwasaglitchintheonlineforms。

Ultimately,Icalledacustomerservicerepresentativere:theofferandtheytoldmethatitwasfornewcustomersonly。

TherehadbeenNOindicationofthatanywhereintheofferIreceived。

None。

WhenIqueried,ratherirritated,astowhyIgottheofferthen,nogoodanswerwasforthcoming。

Iletitgoagainbutwasunhappy,wonderingwhyacustomerof16yearswasnotonlynotaffordedthecourtesyofanofferlikethis,butwhytheyknewsolittleaboutmethatIevenreceivedit。

Threedayslater,Igottheexactsameofferagain。

Again。

IterminatedComcastthatday。

ComcastLessons

Thisstoryisaperfectexampleofthesymbiosisofengagementandexperience。

ComcastdidntaskmewhyIwasleavingorevenshowthattheycaredenoughtoluremeback。

Butherearethefacts:

Sixteenyearsofbadserviceinteractions(continuouslybadengagementleadstooverallbadexperience)

ReputationofComcastasahorriblecustomerservicecompanywhichwasreinforcedbymypersonalexperiencewiththecompany。

(badexperiencereinforcedbystoriesofbadengagement)

Theirabsolutelackofknowledgeofmeasanindividualcustomerandtheirapparentlackofinterestingettingtoknowme。

(badengagementpractices)Whichledto:

Myperceptionthattheydidntcareabouttheirmostloyalcustomers。

(reinforcebadexperience)Allinall,thisledto:

Aneventtriggerthattookallfouroftheaboveandexacerbatedthetotaleffectleadingtoenoughofajolttomovemefrommyinertiatocancellation。

(momentofbadengagementaddedtooverallbadexperiencetiedtohighdensityofbadengagements=cancellation)

Itwasamomentofengagement(thesecondidenticaloffer)thattriggeredthedisengagementwithComcast,butitwasmyoverallexperiencewithComcastthatframedthedeparture。

IfIhadagreathistorywiththem,IwouldhavechalkeditupasaproblemtobesolvedthoughIwasotherwisehappy。

Goodexperience=IstaywithComcastandlettheproblemgoasaglitch;buthorribleoverallexperience=bye,byeComcast。

Tothinkaboutacustomersexperiencerequiresthinkingaboutthecontextandtheframeworkofthecustomersrelationshiptothecompanynotjustthesumoftheinteractionsbecauseeachinteractionatagivenmomentintimeisimpactedbyhowthecustomerfeelsatthatmomentintimeaboutthecompanyasawholewhicheffectstheoutcomethattheinteractionproduces。

TechProResearch:Sevenwaystobuildbrandawarenessintoyourdigitalstrategy

Thatmeansnotonlyhavingtheknowledgeofindividualcustomerstransactions,buttheirinteractionswiththecompany,theirconversationsaboutthebrand。

Itmeansthatasyouamalgamateandanalyzeallthatinformationtogainsomeindividualinsight,youalsofindtheelementscommontomanyofthemthatyouneedtodefinetheprogramsthatmakethecustomersinvolvementovertheirtimewithyouminimallyfriction-lessandpossiblyevenenjoyable。

Allthiswhilesatisfyingthepurposetheyengagedwithyouinthefirstplacewhateverthereasonsfromthemoreutilitarianconvenience,price,availabilityofproducts,services,and,asIwillshowyouinshortly,experiencestothemoreemotionalloveofthebrand,status。

Whatyouoffertothem,incombinationwiththeresultsderivedfromtheinteractionswithyou,willdrivetheirfeelingstowardyourcompany。

Butthisisntthesameasconsumableexperiences。

Notaniota。

Buildingconsumableexperiences

Backin1999,JoePineII(ahugeYankeesfanBTW)andhisco-authorJamesGilmore,wroteaseminalbookcalledTheExperienceEconomywhichwasupdatedin2011。

Inthispioneeringbook,Joetookwhathadbeenarchlydefinedasmasscustomizationtoanewlevelbyspeakingaboutthecreationandstagingofexperienceswhicharecreated,designed,implemented,andmonetizedforconsumption。

InJoesbrighteyes,goods,services,andstagedexperiencesarewhatcreatesthatoverallgreatexperience。

Inmine,forbusinessestosucceedinthe21stcentury,theyneedtoprovideproducts,services,consumableexperiencesandtools,tosucceedorminimally,todifferentiatethemselvesfromthepack。

ButImnotgoingtoarguethepointhereoratallforthatmatter。

Moreforlaterandalsoitsallintheupcomingbook。

ButIwillsaymynameforwhatJoeiscallingstagedexperiencesisconsumableexperiences。

Forexample

ShesanAmericanGirl

Youarepayingfortheactualextensionofthestory,notthethingitself。

Youarepayingforwhatisgoingoninthemindandheartofyourchild。

MattelsAmericanGirldivisionhasbeenmoresuccessfuloveritslifethanevenBarbiewhenitcomestoattractingcontemporaryaudiences。

Forthoseofyounotacquaintedwiththem,theAmericanGirldollisadollwithatheme。

Itcanbehistorical,likeFelicitywholivedin1774andisahorseloverandpatriotspyorcontemporarylikeTenney,whowritessongsandplaysguitar。

Associatedwitheachofthedollsisastorylineanddozensofaccessoriesrangingfromfurnituretoclothestoabookaboutthedoll。

Thebasedollcostsfromaround$60。

00U。

S。

to$115。

00,buttheaccessoriesassociatedwiththestorygoforevenmore(upto$275。

00foradoll-sizeddiner,forexample)。

Buttheconsumableexperienceismuchbiggerthanthestorylinearoundthedoll。

ThereareaseriesofpremiummonetizedexperiencesattheretailstoresthatsellAmericanGirl,whicharealloverthecountryatmallsmoreoftenthannot。

Whenyouenterthestorywithyourchildandtheirdoll:

1。

Youcanaccessorizethedolle。

g。

buythedinerandthebedandtheclothesthatgowiththeparticulardollallwhileyoulearnevenmoreaboutthedollsstory。

2。

Yourchildandtheirdollcaneatlunchtogether。

3。

Theycangettheirhaircuttogether。

4。

Theycangotothetheaterandwatchaplayaboutadoll,possiblyeventheirs。

You,theparent,comeoutabout$400lighter。

Thefunnythingisthatyouvespent$400onaninanimateobjecteating,watchingtheaterandgettingahaircut,andwithnogratitudefromthatdoll。

Butwhatyoudogetisabrilliant,ginormoussmilefromyourchild。

Thus,eventhoughyoujustspentthat$400,youddoitagainwouldntyou?

Cmon。

YouKNOWyouwould。

ThisiswhatImeanbyaconsumableexperience。

Ontheonehandyouarepayingfortheactualextensionofthestory,notthethingitself。

Youarepayingforwhatisgoingoninthemindandheartofyourchildanditissomethingthathasbeencreatedandengineeredandproducedtoevokethatfeelinginyourchild。

Plusthedesignitselfismodular。

Itisreproducibleeasilyanditisbasedondesignstoevokespecifichumanbehaviorsinspecificgroupsaroundspecificideasandcanbedoneoverandoveragainwithlowercostasitscales。

AmericanGirlretailstoreexperiencesareinterestingbecausethetargetchildisphysicallydraggingthepersonaldataintothestorebybringingtheirdollinwiththem。

Thedatathestoreemployeeneedsisrightthere。

Asmartstoreemployeehasthecuesforconversationandupsellandcross-sellshowingliterallyrightinthehandsofthechild。

Recappingforamoment:Areweclearonthedifferencesbetweencustomerengagement,customerexperienceandconsumableexperiencesnow?

Becauseifnot,IcantdoathingaboutitbecauseitsimpossibleformetohearyousaysoandthusImgoingtocontinueanyway。

Thereisonemorekindofspecificcustomerexperiencethatneedstobedefinedandaddressedandthatwouldbethebrandexperience。

ThenIllgoaway。

Thenatureofthebrand(andbranded)experience

Thebrandexperienceissimilartoaconsumableexperienceinthatitiscreatedandengineeredandproducedtoevokesomething。

Itisdifferentinpurpose。

Ratherthansellamonetizedspecificexperience,itisdesignedforframingwhatthebrandistothecustomer,whetherheisinthestoreorathomeoratanotherinstitution。

Thatsabitofadilemma,becausethemonetaryrewardisntnecessarilyasimmediate,butthelong-termresultsbothfromperceptionANDfinancialaremissioncritical。

Howdoyoudothisinawaythathastheimpactthatyouareshootingforatscale。

Whatisthethinkingthatsbehindthis?

Onceagainastory:TeelingIrishWhiskeyDistillery

TheTeelingdistilleryisdesignednotonlytooptimizethecreationofthewhiskey,buttoprovideauniqueexperienceforvariousgroupsofpeople。

IrishWhiskeyisthefastestgrowingspiritscategoryintheworld。

Whileitwasinvisibleabout10yearsagoandhadbeendecliningfordecadesitsnow,accordingtotheInternationalWineandSpiritsResearchdata,growingattherateof11。

2percentperyear,with200bottlesbeingsoldeveryminuteandmorethan104millionbottlesexportedin2016。

Itsalsoreallyyummy。

Andintheinterestsoffulldisclosure,itismypersonalfavoritespirit。

ThisgrowthhassparkedamajorinterestinthedistilleriesandalongwiththecharmofIrelanditself,hasdrivenaboomingtouristtradearounddistilleryvisitsinIrelanditselfwithnearly2milliontouristshittingthevaryingdistilleries(thebiggestonebeingMidleton,homeofJamesonsRedbreastandothersignificantbrandsthattraversethepriceandtastespectrumfromendtoend。

Asaresultofthisboom,dozensofnewIrishwhiskeybrandshavebeenappearingoverthepastseveralyears,vyingforapieceofthisfast-growingmarket。

Ofallofthem,themostdistinctiveandthemostsuccessfulhasbeenTeelingWhiskey,thecrownjewelofthelongtimeIrishwhiskeyiconicfamily,whoelse,theTeelingsJackandStephen。

AsJackandStephentookalongfamilyhistoryinIrishWhiskeyforward,theyhadthegoodsensetohireAlexChasko,anAmericanfromPortlandOregon,whohasbeenthecreativeforcebehindthecompanyasitsmasterdistiller。

Truthgreatmove。

TheresultsatTeelingspeakforthemselves,withtheestablishmentofaglobalbrandthatsworkeditswayintothehearts,mindsandwalletsandestablisheditselfasacategoryleaderinaveryshorttime。

ImetAlexin2014inDublinataprivatewhiskeytastingheconductedwithmeandfourfriendssetupbymyclient,Thunderhead,arrangedbytheFitzwilliamHotel。

Letsjustsaythatweshutthebardownaround3am。

AlexandIstayedintouchviaLinkedInandFacebookand,sinceIhadbecomeahugeTeelingfanduetothetastingin2014,IgotsomedataontheTeelingDistillery。

Whatcaughtmyeyeandiswhytheyareinthebook,infact,isthatintheirfirstyearofoperation,2016,asthefirstnewdistilleryinDublinin125years,150,000peoplepassedthroughtheirportalstoseethisnewupstartcompetingwiththelikesofJamesonandBushmills。

So,vacationinginIrelandthispastsummer,Ipaidavisittothedistillerytofindoutabouttheexperienceand,hereswhatIfoundinadditiontothefactthatthereweretwomoreTeelingexpressionsIloved。

TheTeelingDistilleryexperienceisabrandexperience。

ItisdesignedtomakesurethatwhenyouthinkofTeeling,youthinkof,notasJamesonpresentsintheirversionoftheexperience,aveneratedbrand,butinsteadacontemporarybrandofIrishwhiskeythatisdiscoveringnewvistasandbreakingnewgroundandisthusexcitingtobearound。

WhenyouwalkintothemodestbuildingonNewcastle,youseetoyourrightasmallcaféwhereyoucanenjoyasandwichorasaladandsitaroundandchat。

Thefrontdeskthereadvertisesthreetypesoftourwhichreallymeansthreelevelsofwhiskeytasting,whichrangefrom15eurosto30eurosandthemoreyoupay,thehigherupthewhiskeylineyouget。

ThebasictourgetsyouthetrinityoftheirmostwidelydistributedwhiskeystheSmallBatch,theSingleMaltandtheSingleGrain。

Butitisthedistillerythattrulycreatestheexperienceandpaintsthebrandwiththebrushitwantstobepaintedwith。

WhatstartstodistinguishthetourherefromotherdistilleriesistheExhibitionHallwhichyouareledintotostartthetourandtostartitdeliberatelywithoutatourguidesoyouhavetimetolookaroundandabsorbthehistoryofthewhiskeytradeinIrelandandDublinwhichispresentedinafunwaywithbottlesandstockcertificatesandphotosthatinvolvebothcurrentandlongdeaddistilleries。

Thisisimportantandnoguideisimportant。

Why?

Becauseyourexperiencewiththehistorywhichisabout10minutesbeforeaguideshowsuptostarttheguidedtourismeanttobeself-learned。

Thatway,ineffect,historyisoutoftheway。

Holdthatthought。

Illexplainitinjustasecond。

ThenyouareledintoaroomwherethereisashortvideothatJackandStephenTeelingdoforperhapsthreeminuteswelcomingyoutothedistillery。

Thencomestherealdealthetourofthedistillery。

BeforeIgettoit,though,Iwanttoexplainwhythepreliminariesaredonethisway。

Teelingsbrandimageismeanttobeprogressive。

AsAlexChasko,theaforementionedmasterdistiller,putit,aweareanewgenerationofwhiskeymaking。

WestartwiththenextchapterinIrishwhiskey。

So,thehistoryofIrishwhiskeymakingandthewelcomevideoarenotdwelledon。

Youfindyourownversionofthehistorybywanderingtheexhibitionhallinwhateverwayyouwantfor10orsominutes,andthenthewelcomevideoyouseeonthewayinisshort,aroundthreeminutes,becausetheywanttogetyoutothemeatormaybe,meadofthematter,howtheymakewhiskey。

Whenyouactuallyseethedistillery,thereareseveralthingsthatstrikeyoubesidesthreeincrediblylarge(15,000,10,000,and10,000gallon)copperpotstills。

ThedistilleryisspotlessANDthereareahelluvalotofviewingwindowsinthevariouspiecesofequipment。

Remember,wearedealingwithanexperiencecreatedtoproduceaspecificfeelingaroundabrandimage。

ForTeeling,thatmeansanewgenerationdistillerythatisfocusedonproducingcontemporaryandgenerallypersonalizedexpressionsofwhiskeythataretargetedforspecificgroupsandspecificmarkets。

Thus,theprimaryfocusoftheexperienceisthedistillingprocess。

WhatmakesthisatrulyinterestingstoryisthatTeelingactuallythoughtofsomethingthatIneverwouldhavefiguredon。

Whentheybuiltthedistillery,theybuiltitwiththeideathattouristswouldbegoingthroughitinlargenumbers。

So,forexample,thedistilleryequipmenthasclearglassandwindowsintosomeoftheequipment,thefloorsarespotless,theguidesaremulti-lingualandthetoursaredesignedtohaveabout10-15peoplecomethroughatanygiventimeinanygiventourwithaguidesothattheflowremainssteadyandnon-intrusive。

Theactualpotstillsforexample,thoughtheyhandlebetween10,000and15,000gallons,arealsobuiltfortheiraesthetics。

Thedistillery,thebackboneoftheiractualwork,isdesignednotonlytooptimizethecreationofthewhiskey,buttoprovideauniqueexperienceforvariousgroupsofpeople。

Thedistilleryandthetourarecraftedtoalsoprovideasensoryexperience。

Inthecourseofthetour,youwillseeandhearthedistilleryandsmellandtastethewhiskeyasensoryexperiencerelatedexplicitlytoTeelingsofferingsandtheirworkplaceandnoother。

ItisveryunliketheJamesonExperienceforexample,whichisfarmorefocusedonthehistoryofthedistilleryanditscurrentbrandsandhighlycompartmentalizedintosegmentslikehistory,howtodrinkwhiskeyetc。

inequalmeasure。

Teelingisadistillerybuiltfromthecustomerspointofview。

Butwhatmakesthisevenmorecompellingisthatthisisthewaythatthewhiskeyismade。

Weremakingwhiskeyweliketodrink,saysChasko,and,becauseweknowouraudiencesandwhattheyarelikelytolike,wearerightmoreoftenthanwrong。

TheExhibitionHallitselfhasthedisplayexhibitsbuiltonrollerwheels。

Thereason?

Thatway,companiescanholddinnersandlocalfoodfairscanplytheirwaresintheexhibitionhall,soitgetstoserveadualpurposeandthoughnotsexy,isanimportantpartoftheoverallexperience。

Whatcanwelearnfromanexperiencedesignedtodefineabrand?

Knowingwhatyouwantyourbrandtobeseenasbeforeyoudesigntheexperiencecertainlyhelpsagreatdeal。

Doyouwantittobetraditional,historic?

Doyouwantittobenextgeneration?

Doyouwantittobeseenassmallandcreative?

Largerandexpansive?

TeelingobviouslydefineditselfasthenextgenerationinIrishwhiskeymakingandthecorereflectionofthatisthecreativityintheexpressionsofthewhiskeyandthecontemporarydistillingequipmentandprocess。

Atwhattouchpointsdoyouwantthecustomersfullyengaged?

Partiallyengaged?

Engagedonlybecausetheyneedtobesotheycanbefullyengagednext?

ThecaseofTeelingwasfullyengagethemviatheirdeepdiveintothebehindthescenesofthedistillingprocess,usetheWelcomevideoasashortgatewaytothat,andde-emphasizethehistorysothattheycankeepthefocusonthenextgeneration,asthebrandstheme。

Whataretheinstrumentsoftheexperience?

InthecaseofTeeling,itstheactuallookinsidethedistillerybothdirectlyintotheequipmentbutalsothewalkingofthefloorstoseehowitsallputtogether。

Howdoestheexperiencegetintegratedintotheecosystemthatthebrandparticipatesinoristhecenterpiece?

InthecaseofTeeling,itstheNewmarketcommunitytheyresideinthus,theexhibitionhallisdesignedviaexhibitsonrollerstobeclearedforbusinessluncheons/dinnersandfoodfairsfromthesurroundinglocalcommunity。

Ratherthanjustfocusonthetouchpointsonly,whatabouttheambiancethelookandespeciallyfeel?

Withacaféavailabletoyoutotakeiteasywhileyouwaitorcontemplateyourvisit,assoonasyougetin,acomfortablelongtastingtable,thefeeloftheplaceisrelaxedandwhilenotfunperse,itsfeelgoodaboutbeingthere。

Theseareallgeneralpointsonthecraftingofabrandexperience。

Inthiscase,Teelingdesignoftheirbrandexperienceputsastakeintheground,thatdefineshowtheywanttobeseenandhowtheyaredifferentthanJameson/MidletonorCooleyetc。

Thatway,whenacustomeroranindustrypublicationthinksaboutTeeling,theyseeacompanythatiscreative,progressiveandmastersoftheircrafttheartandscienceofcontemporarydistillation。

ThatswhatTeelingisgoingforandthatswhatTeelinggets。

Theyvewon116awardsthroughmid-2017infouryears。

Itshardtoarguewiththatkindofsuccess。

Whybotherarguinginfact?

Justbuysomeanddrinkthestuff,peeps。

Inconclusion

Whybotherwiththispost?

Fromaself-servingstandpoint,thisisatasteofthebook。

IwantyoutoreaditwhenitcomesoutAugust21,2018(asofnow)。

Thatsaid,thatsnotreallywhyIwrotethis。

Iwrotethisbecauseallofthesedefinitionsareessentialtounderstandwhatyouneedtodotoinfluencecustomerperceptionofyourcompanyandtogetthatpredisposedcustomertothepointofcontinuousengagementwiththecompanywhichofcourseleadstomoretransactionswiththecompany。

Thatswhatyouareinbusinessfor,nestcepas?

So,customerengagement,customerexperience,consumableexperience,andbrandexperience。

Enoughtochewonthusenoughisenough。

Peaceout。

Letsblockads!

(Why?

)

ZDNet|crmRSS


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