In determining whether or not they want to purchase your product, customers rely on clues. These clues send signals (often subconsciously) that influence their decision.
There are three types of clues: the way the product works (functional), the sensory presentation associated with the product (mechanic), and behavior and appearance of service providers (humanic).
For an iPhone the functional clues are probably the most important. But your experience at a restaurant is largely dependent on all three, the taste (functional), the smell of the food and aesthetic of the restaurant (mechanic), and the service of the wait staff (humanic).
The clues each play a different role in consumer experience; they affect various calculative and emotional perceptions in a distinctive fashion. One type of clue typically can’t stand on its own. Most products and services need all three to be successful.
But which is the most important?
For most companies, humanic clues are the most important.
Yes the product has to work, and yes the food has to taste good, but consumers expect that. Where your brand and your company can set itself apart is by enhancing your customers’ experiences via humanic clues and exceeding expectations.
This is why service recovery is such a great opportunity to acquire a lifetime advocate. This is why great salespeople can sell anything. And this is why I write a whole blog geared towards relationships.
Your other clues might entice a one-time purchase, but it’s your humanic clues that keep people coming back for more – building affinity and loyalty.
Tweet This: (Copy & Paste into Twitter)
The Importance of Clues — http://bit.ly/6FqHu