EVERY time I visit a company, be it a bank or supermarket, I look out for notes that could make or break a relationship with the customer.
In my years of study, research, observing and training companies I have gained insights on how to build a memorable customer experience using a model I call the SCALE ABC Model.
As businesses strive to differentiate themselves in a competitive market, delivering exceptional customer experiences has become a key driver of loyalty and success.
The SCALE ABC framework offers a comprehensive approach to crafting memorable interactions that leave a lasting impression.
S — Scent
This affects the sense of smell. The scent of your business can evoke emotions and create associations.
Consider pleasant aromas in retail stores or hotels. What’s provoked when the scent of freshly brewed coffee in cafes wafts into your nostrils?
When you go for a hair cut or hair do, a special scent should greet you before anyone touches you.
When you get into a fruit and vegetable store, a soothing special scent must whet your appetite.
The scent in healthcare settings could affect your healing process. Ensure your scent aligns with your brand identity.
C — Cleanliness
Cleanliness is crucial for building trust and confidence. When you get into a restaurant, as an example, you expect clean environments.
Maintain spotless facilities and equipment or utensils. Companies should regularly sanitise high-touch areas such as door handles.
Ensure the staff adheres to high hygiene standards. Generally, cleanliness demonstrates respect for customers.
A — Ambiance
Ambiance sets the tone for the customer experience. Lighting should be warm, inviting, or energising. Music plays a critical role in assimilating the mind.
The quality and type of music must alight to a particular space. Is your décor modern, rustic, or elegant? Create an ambiance that resonates with your target audience.
L — Lighting
Lighting influences mood and perception. In retail shops there should be bright, natural light.
Dim and cosy lighting should generally be in restaurants. As a customer relations manager, balance functionality and atmosphere.
E — Engaging
Engage customers through personalised interactions, interactive experiences (e.g., gamification) and relevant content and storytelling. Foster meaningful connections with your customers.
A — Attitude
Staff and leadership attitude shapes customer perceptions. Are you friendly, approachable, and empathetic? Are you knowledgeable and helpful? What is your body language as a till operator, or front office manager? Every company should hire and train staff to embody your brand’s values.
B — Business vs Busyness
Prioritise business over busyness. This means you should focus on customer needs, not just tasks. Streamline processes for efficiency and empower staff to make decisions. Over everything ensure customers feel valued and they never walk away angry from your shop.
C — Communication
Communication is the heart bit of any organisation. Effective communication is key.
Clear communication should be clear, concise messaging. All communication in an organization should be with clarity, empathy, and transparency.
Parting Point: By implementing the SCALE ABC framework, businesses can create memorable customer experiences that drive loyalty, advocacy, growth and progress. Allow staff to be trained on great customer experience.
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Jonah Nyoni is an author, speaker, and leadership trainer. He can be contacted on X @jonahnyoni. WhatsApp: +263 772 581 918
