Customer Experience Signposting – Campsite Style
I just returned from a weekend camping trip which was a good example of customer experience signposting.
As a brand marketing consultant, I predominantly work with B2B organisations to build and roll out their value propositions. There are many benefits such as clarity of focus for your organisation or sales and marketing alignment to win new customers. One of the most important benefits can be an improved customer experience.
I’m a big fan of customer experience signposting. Good UX design will of course consider the most intuitive path for your customers, but the plain fact is that not everybody that comes to you is the same, thinks the same or has the same reference experiences to draw upon. Telling people where to go, what to do and how to behave can be really helpful, as can providing what they need, where and when they need it.
The other reason I’m a fan of signposting is that it forces teams across a business to walk through their product or service from the customers’ point of view. And asks them to consider the customer journey instead of the company’s process. Taking time to link this with insights into what customers most value can be invaluable in bringing your value proposition to life. It shifts from a PowerPoint slide to a clear and different experience.
This weekend’s campsite was a good example. It was a simple farm field like many we camp at. Yet here, they’d cordoned off the top of the field for the guests going to a wedding – so their late-night taxi home didn’t disturb the other campers down the field. They’d provided little touches like washing up liquid, plugs, tea towels and scourers that helped you keep the kitchen area ‘clean and tidy for others’ rather than just sticking up a notice asking you to do it. And they’d figured out a deal with the locally-sourced butcher to get your BBQ or breakfast pack delivered direct to the campsite whilst asking you to support local farmers. They took care with the environment, and so in turn, did we. We behaved in a manner consistent with their value proposition because it was clearly signposted for us.
These were little touches that made a world of difference. Thought costs a little time upfront but in my experience usually saves budget in the end. Everyone at the campsite was talking about it and wanted to book again.
Next time you’re talking about customer experience, consider what you signpost and how you do it. Ask ‘how does this reinforce our value proposition?’ Then find a way to signpost that, and it will.