Customer Experience Design | “The Customers’ Experience is The Brand.”
Brand touchpoints, customer experience, and customer journeys; however we define it, it's worth thinking about the customer's experience when interacting with your business. Within competitive and commoditised B2B marketplaces, many companies focus on transactional and transitional selling to meet sales targets. Connecting to their customers at the (sales) coalface, specialist sales and customer-management teams certainly build solid interpersonal customer relationships. Yet still may not nurture a broader, deeper strategic brand loyalty to The Company, “the brand equity that drives brand value.”
Fuga helped create a “Customer Experience Centre” for a print-materials supplier. The brief was to create a space to invite printers and designers to events, training sessions, and product launches and visit the factory. The ground floor of the Head Office was stripped back to its minimal architectural components to create an industrial showroom ‘blank canvas’ and social meeting space. The solution delivered for the exhibition area literally applied the “Framing Effect” to maintain the identity of the visitor centre. We designed modular retail display units and furniture with the presence to “carry-off” any artwork used to display print-media materials and products.
To fulfil the objective of the brand engagement brief, the Customer Experience Centre needed to become part of the business (event management) process flow. “Frequent customer visits with personal sales representatives and regular events are necessary.” Those 3m2 print-materials display units were designed to be moved, maintained, updated and personalised by a company manager with little or no design experience. Our goal was to help the team to generate easy PR and inbound content. And ultimately take ownership of the events they hold and take pride in hosting customer visits to the company.
