All boxed up: Do you understand your customers' experience essence?

I’ve got a friend who’s a little bit obsessed with gifts.

She’s not a jump online and send a bottle of cheap plonk and weird liqueur chocolates kind of girl. She’s a serious gifted. When she buys you a gift, she gets you something she knows you’ll love and that you’ll use. 

How does she do it?

She invests in understanding the essence of you. Who you are, what makes you tick and, based on where your life is at, what’s going to make you really, really happy. 

She cares. She listens. She asks questions.

When my baby was born, she sent me a one hour massage voucher. And she also offered to send a driver to pick me up and take me there and back. Via the shops. This woman gets that new mums are tense, want time for themselves, have no food in the fridge and are so tired they shouldn’t be on the road!

I often use this example when I’m explaining that a cornerstone of your customer experience cafe factor is customisation.

Experiences are built on personal solutions.

If our objective is to deliver a standout experience, we need it be deeply personal. You can’t get this with out of the box, off the shelf, open and shut, blah blah blah beige. In a disrupted world, bespoke is the new black.

It’s our job to understand what people want.

To do that, you need to understand the essence of your people. Ask great questions, listen to what’s said, and act on it.

Keep it personal, and the future is yours for the taking. 

Emily Verstege