One of the biggest buzzwords in the travel industry and beyond, experiences influence every step of the customer journey – from the initial discovery of your brand to the stay itself. So, how can you design a positive experience that results in loyal and repeat guests?
At Click. 2019, Neil Sands, Founder and CEO of Fox Design, revealed all the steps needed to design a “killer” experience for customers.
- To build memorable experiences you must first know and understand your competitors - beyond other brands. For example, Netflix cites sleep as its main competitor
- Before engaging in any real interaction or building a relationship with your customers, you must first build trust. The way to build trust is through transparency
- Once trust is built, addiction loops can be designed to “hook” your customers and keep them coming back for more. Neil explains this can be done by creating a customer journey that comprises a trigger, action, variable reward and investment
- Limiting consumer choices can have a powerful psychological effect. From the outside, it may look like they have a choice but really they are just choosing from lanes you have pre-defined