Leader Insights Forum: the pillars of the "WISE method"
Dan Gingiss, coach and speaker in customer experience, presented at the 2021 edition of the Leader Insights Forum of Teleperformance a four-point method to make a difference through customer experience.
The Leader Insights Forum, an annual event organized by Teleperformance on October 21 and 22, 2021 on the theme "From Survive to Thrive" (from survival to development, editor's note), ended on a rather exciting note. In his keynote, the American coach and speaker Dan Gingiss, gave the keys to create a customer experience that hits the mark and make his brand shine. "The customer experience is your best business and marketing strategy," said the man who has worked for twenty companies like McDonald's, Discover or Humana. According to him, in order for brands to retain their customers and make them want to become ambassadors, they must succeed in entering into the conversation with their customers and remember to thank them for the moments spent together.
Developed in his book The Maker Experience, the method can be summed up in four points which he has also made an acronym WISE: in W for "Witty" (funny, spiritual, editor's note), I for "Immersive", S for "Shareable" and E for "Extraordinary". And even WISER if we add a "Responsive" component.
1 / Banish boredom
Communicating in an entertaining or humorous way is essential to avoid annoying the consumer. "We understand that not all brands can have very exciting proposals, but they don't have to be boring, as is too often the case," says Dan Gingiss.
2 / Stand out thanks to an immersive and emotional experience
Creating experiences that appeal to emotions and in which consumers will appreciate immersing themselves allows them to stand out from their world of competition. In his keynote, Dan Gingiss cited the case of a bookstore that played on lighting, plunging the store into a dark space where streams of light were pointed at the books and gave the impression that they were floating. "By refusing to look like another bookstore, they were very successful and customers were even spending more money," he noted. Same approach for the Lego stores, which not only display products but also offer children to play and thus become a leisure destination.
3 / Encourage the desire to share
While many brands encourage their customers or consumers to share their experience, this proposition should be handled with care because the more you ask people to share content, the less likely they are to do so, observes Dan Gingiss. Here again, the brand must be inventive and subtle: "For a birthday meal, it's nice to offer a cake with candles, but all restaurants do that. I went to a place that hosted the child with a birthday card, put a sparkling candle on the cake and also offered a box of homemade chocolates. It was neither more expensive nor more difficult, but the intention was beautiful and made you really want to share it. Arousing the customer's desire to share an experience sometimes costs nothing, but it allows a conversation to be initiated with a community," he noted.
4 / Go a little further from the ordinary
No need to imagine incredible experiences or spend a fortune to make yourself "extraordinary". Dan Gingiss remembered a hotel where a lamp was lit to allow orientation when the customer took steps in the middle of the night. "Rising a little above the ordinary or the average experiences offered by the vast majority of brands and stores already makes it possible to stand out," he said.