Satisfy customers and lose them…July 22, 2014
Apple commands 72% of the MP3 player market share in the world (and you have 14,000 choices). Southwest Airlines has moved to the #1 domestic air carrier (and they didn’t want to be big). Ask any American where they would go for medical treatment and 18% immediately respond “Mayo Clinic’ (and they don’t advertise). How?
These are just 3 of the many case studies we follow that help us better understand an emerging trend in America. It is no longer good enough to simply satisfy your customers. Keeping them satisfied will continue to bore them. Bored customers leave and search for something different.
For too long, organizations across the U.S. have kept their experiences the same—day in and day out the same human and product connections. We have created ‘The Starved Generation’— customers feel tired, angry, confused, bored and taken for granted. Customer detachment is the rule, the order of the day. Experiences are forgettable or even worse. It’s time to change the trend.
Through our research of more than 25 industry-leading brands, we concluded that buildings should be, and can be, a strategic weapon of differentiation. Great brands understand the outcomes of a customer experience before it happens. At Miron, we created experienced-based design solutions. This is not just a process, it’s comprised of 40 ideation tools that help better understand how you interact with and deliver services to your customers.
Experience-based design intentionally creates positive emotional outcomes for customers, and can be used to design a new facility or transform an existing one. The process typically begins with taking stock of what kind of experiences you want to provide and, in the case of a renovation, what you want to improve upon.
In healthcare, for example, research has shown that the patient experience is an important factor when it comes to choosing a provider. Check out the The Recovery Inn at the Orthopedic & Sports Institute of the Fox Valley. By taking a nontraditional approach—looking at the facility from the patient’s perspective, we were able to identify and implement features that created a first in America, an extraordinary extended-stay experience for patients. The end result was a place that felt like home, not a sterile facility, where patients and families felt cared for and comfortable. The organization also now holds 76% market share.
To learn more about Miron’s expertise in Experience-based design, visit miron-construction.com/what-we-do/experience-based-design.
If you have questions about this exciting process, please contact Steve Tyink.
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