Think about the last time you stared at a loading spinner. The irritation arrives quickly. You count to three, sigh, and hit the back button. You do not think about server latency, database queries, image compression, or code bloat. You simply feel that your time is being wasted.
A couple of years ago, it was really clear that drivers who needed rental cars did not want to drive EV rental cars. A long wait at the rental car desk in Albany, NY – the New York State capital, showed the absolute horror of being assigned an EV. Customers said “no” while being told that this was their only option. Frustrated customers walked away to the competitors’ counters.
Being British in the US, it always amazes me how slightly fancy restaurants are run here.
Last week, while I was traveling abroad with family, we took a remote hike that included the exploration of an abandoned hotel at the trail head. After we finished, we decided to stop for lunch at one of the food trucks in the parking lot, as was recommended by the travel blogs my wife had read before our trip.
In some categories, a major component of the brand experience comes from human interaction, such as at premium hotels, restaurants and retailers, to name a few. Brands in these categories need their client-facing employees to be emotionally intelligent, attuned to customers’ needs, knowledgeable about the brand’s offer and motivated to look after customers. Having committed employees kick-starts a chain of benefits.
