Perceptione Design Perceptione Home PageAbouit Chris van RooyenCustomer Engagement Diagnostic ToolCreating an ImpressionContact Chris van Rooyen
EVERY COMPANY, BIG OR SMALL, CREATES AN IMPRESSION. IS YOUR COMPANY CREATING A LASTING IMPRESSION? - Chris van Rooyen
 

Eight Areas of Influence Customer Engagement

Eight Areas of Influence when Engaging Customers

Corporate Identity
Internal Marketing Factors
External Marketing Factors
Management Influence
IDENTITY
Corporate Identity
establishes the first
impression of
professionalism
INTERNAL FACTORS
What internal experience
is your customer exposed
to when interacting with
your business?
EXTERNAL FACTORS
What external experience
is your customer exposed
to when interacting with
your business?
MANAGEMENT
What influence does
management have on
staff and customers?
Team Influence   Customer Engagement Policy   Behavioral Training   Corporate Culture
TEAM
What influence do
teams have on the
business and customers?
  CUSTOMER SERVICE
What is the service policy
when engaging with
customers and suppliers?
  TRAINING
What level of formal and
informal training plays a
role in teams understanding
the value of the experience?
  CULTURE
What desired culture
does the company aim for,
and what is being done
to achieve it?
             

Perceptione identifies the potential for more meaningful customer engagement experiences by addressing some or all of the above influencing factors. It is not only a fancy business card that creates an impression, but also staff attitude, the reception experience, the internal decor, advertising both traditional and digital, signage, parking availability to mention a few.

These are all touch points i.e. where the customer experiences your product or service both consciously and/or subliminally. All are very effective in creating a positive relationship. All of these factors determine whether your customer finds you, engages with you and returns for more business. Done well these factors attract repeat transactions, therefore they make money thereby generating real profits.


 

Summary of Areas of Influence
 
 
INFLUENCE   PHYSICAL   BEHAVIORAL
         
IDENTITY
Corporate Identity establishes the first impression of professionalism.
 

The physical interpretation of the company identity is important as part of corporate positioning in the market. The Company Identity reflects the personality and character of the business.

  Corporate Identity is a discipline. It must be understood by all members of the business. Consistency is key to optimum recognition as repitition leads to consumer recall.

 
 
INTERNAL FACTORS
What internal experience is your customer exposed to when interacting with your business?
  Never underestimate the power of the physical image of your premises, irrespective of your type of business. When making a choice people far prefer a pleasant internal experience.   How your teams behave at every level of interaction with your customer is highly influential. This is not just at a sales level, but telephonically, when giving advice and even after hours.

 
 
EXTERNAL FACTORS
What external experience is your customer exposed to when interacting with your business?
  External factors incorporate multiple areas of customer interaction and not easy to measure. Parking, signage, advertising, delivery, production, product/service satisfaction.   Advertising in all media in particular needs to follow strict behavioral disciplines. It is easy to offend people. Social media is a potential minefield for businesses today.

 
 
MANAGEMENT
What influence does management have on staff and customers?
  Management determines policy, operations and productivity. Good or bad decisions (or no decisions) are made at this level that can physically affect image and effectiveness.   The only significant attitudinal influence on any company comes from the top down. The example set by management will permeate the company and become the company.

 
 
TEAM
What influence do teams have on the business and customers?
  Teams (staff) very often interact with customers regularly. Their physical presence sets an example of corporate policy. Poor staff presentation reflects on the company.   Team behaviour determines many things - loyalty, productivity, attitude, service ethics, morale, responsibility, accountability. All this is motivated by management attitude.

 
 
CUSTOMER SERVICE
What is the service policy when engaging with customers and suppliers?
  Physical elements are designed to make the customer's experience effortless and comfortable, such as coffee in the waiting room, parking, access, timesavers etc.   Attitude towards Customers and Suppliers alike should be designed towards partnership and loyalty. Happy customers will return, and happy suppliers will be loyal.

 
 
TRAINING
What level of formal and informal training plays a role in teams understanding the value of the customer experience?
  If corporate policy is one geared for growth then learning becomes an ongoing corporate discipline. Structured learning both grows and motivates teams and individuals.   The will to learn is a strong indicator of growth potential. Without a learning culture growth will be stunted. Learning is a powerful corporate attitude that leads to productivity!

 
 
CULTURE
What desired culture does the company aim for, and what is being done to achieve it?
  All the above factors done together determine corporate character and promote brand loyalty. Consumers buy into character. Character can make or lose you money.   Behavior is the nucleus to culture. You can say anything you like, but you will ultimately be judged by your behavior. Your service, your fairplay, your integrity, your consistency, your PR.

 
 
         

 

 

Areas of influence - A case study
     
I have worked with many companies that have required change in their products, or their services, or their people. As a specialist in Corporate Image I have witnessed the remarkable effect that a simple change in image can have on a business. Below I show a few examples of visual change that, incidentally, does not only positively affect the customer, but inspires the teams as well.   But not all change is visual. For example, we changed the receptionist at a printing firm. The current one was bored with the job and sounded like it. We took another employee that loves engaging with people and put her in place. The effect was miraculous. We found a new position for the old receptionist that suited her better. The effect? Just as miraculous. We have done this for Security Personnel at the gates and Delivery Personnel also with amazing results.
     

 

JEWEL AFRICA TRANSFORMATION    
     
Interior Experience  

Going Cosmopolitan Africa:

Situation:
Jewel Africa trades in diamonds and jewelley for the overseas (tourist) market only. They adopted a traditional African approach to their decor, primarily prompted by the fact that they also sold exclusive curios from Africa.

 

     
Modified Interior  

Task:
Having sold off their curio division we recommended creating a "Contemporary Africa" impression combining modern lines and colours with abstract African images.

Adopting simple changes that only involved paint, wallpaper and a few posters we transformed the reception area to appeal to a more sophisticated market befitting an international jewellery operation.

     

Follow through:
The new cosmopolitan impression was then translated to the display showroom superceding the previous conservative wood and post-office-beige walls and carpets with a strong black, white and grey theme (bottom image).

 

  Impressing your clients
     
It is possible to create a whole new impression for your business, as seen through the eyes of your customer, without having to change everything at great expense.   Creating a new impression
     
Conservative Design Modern Design  

Corporate Identity:

The Corporate Identity evolved from the almost tribal to become more contemporary without losing the equity that the old logo had built up over the years. It adds the value of the African sun rising over the water being symbolic of new beginnings.

 

 

People buy from businesses that impress them,
therefore creating a good impression makes money.

 

 

     
Perceptione Design  
Perceptione Design
Western Cape Region
South Africa
T: +27 21 851 5607
C: +27 83 701 2008
chris@perceptione.co.za
  Unashamedly Ethical Member