8 steps to better experiences, part 2

In my last post, I mentioned that Adam, who writes a great blog called Work*Play*Experience asked, "Where can we find your full 8 steps, Stephanie?"

I'd been waiting to discuss them in detail until my new Web site was up. Here's the link to my 8 steps, with a slide show to illustrate them.

The first four steps are:
1. Invitation
2. Welcome
3. Orientation
4. Comfort

These four steps prime your customer (visitor, patient, or guest) to be receptive to your message, buy your products, or engage in your offerings. Let's look at steps 5-8.

5. Communication: All the ways you share information with people, both spoken and written. I recommend that you set a tone and voice for your communication that matches your organization/company's brand personality. Setting guidelines for signs, flyers, and handouts, as well as telephone scripts for training, are key ways to help clarify and coordinate the information you are giving out. See Gettin' fishey wid it on voice, and this post on printed communication.

6. Sensation: Sensation includes designing experiences that provide stimulus for all five senses, utilizing surprise and randomness, and generally having fun at the workplace. When planning new elements, ask "Is it fun?", Is it unexpected?", and "How can we add more senses to this experience?" See this post on Cheez-Wiz and the power of persuasion, and this one on the Cerritos Library.

7. Common sense: After years of working at a variety of businesses, both for- and nonprofit, I have many times said (or heard), "Why did They do that?" So, I devoted an entire step to better, smarter business practices. This step includes using evaluation/customer research to get constant feedback to improve your offerings, tapping into trend research, partnering with other businesses, using front-line staff members' ideas, and making sure you are working smart with operational, cultural, and alignment common sense. My favorite trend watcher is Reinier Evers of Trendwatching. Sign up for his amazing monthly newsletter. See the Stall of Shame for some operational errors.

8. Finale: The name for this step was inspired by Joe Pine and Jim Gilmore's book, The Experience Economy, where they liken experience-based businesses to theater productions. Reading their book made me realize that we rarely think about our last impression or design the exit experience to be as good as the first. Do we invite them back, give them reason to return, or design mementos and memorabilia that will increase their attachment to our places?

Tip of the day: Whatever your business, your goal is to create an authentic experience that makes people want to return. If it's good enough, they'll tell their friends, giving you the most valuable form of advertising, word of mouth. Improving your communication, building in sensation, using common sense, and designing your finale will help you create seamless experiences that people want to repeat.

This process is the basis for my first book, Creating Great Visitor Experiences: A Guide for Museums, Parks, Zoos, Gardens, and Libraries. Chapter 1 is now available for free download. Let me know what you think!

Technorati Tags: customer experience, customer service, 8 step process, visitor experience, Cerritos Library, Pine and Gilmore, Experience Economy, Reinier Evers, trendwatching.com, word-of-mouth advertising