Jul. 20, 2009 at 4:46pm

Tactile tactics

Posted by Kurt Jacobson in Differentiation is Key, The Power of Creativity
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One of my associates mentioned that her eye clinic has overly bright fluorescent lights in the restrooms, which can be quite painful when your eyes are dilated. Another colleague mentioned the awkward and uncomfortable chairs in the waiting room of her chiropractor’s office. These seem almost ironic and raise the question, why isn’t the patient experience a major marketing aspect for the service industry?

Let’s take credit unions for example. When was the last time you walked into a credit union and had that “wow” moment where you gasped or blurted out “this is really cool!”? I think most people have had that “wow” moment upon entering a stunning home, a luxurious car, or a lavish restaurant, store or hotel, but that “wow” moment is not your typical reaction when entering a credit union. It seems like the place where you entrust your money should be an appealing and comforting place to visit. So, why don’t credit unions spend more attention with the in-branch experience?

For example, my wife is a feeler. She walks into any visually stimulating store and runs her fingers over everything that catches her attention: clothing, the wood in furniture and every smooth surface. I bet she’s not the only person who does that either. Touch is highly underutilized in most businesses other than maybe car designers. They pay great attention to how the materials, plastic, knobs and fabrics feel. So ask yourself the question, how does it feel? Literally, how does it feel? Can you make it “feel” better for customers?

Let’s start outside the front door of your credit union. After walking across hard, plain asphalt and concrete, are you greeted with a hard metal door handle attached to a glass and metal door? Why not a soft material that feels like your steering wheel? Wonderfully carved wood? Is there carpet from the door to the teller? Is it padded like at home or hard and flat? Why not replace it every two years if it makes the guest feel better? Does $2,000 every two years really matter? And why does there seem to be a lack of soft, flowing materials? Couldn’t you print your promotions on T-shirts hanging on racks on the way to the customer service person? My wife would slow down to touch them and check out the offerings.

How do the counters feel? Are they hard woods and laminates or leather? Are the pens cushy and unique or just ordinary plastic? Did you know there is a new paint that makes surfaces feel soft like rubber, velvet or leather?

Do you want to be different? What if you think of your visitors as guest, rather than members? How would you make them feel? How would you make your branch appealing and cool enough to draw people just walking or driving by to visit? Appeal to the guests in a completely different way—in a way that is unusual and unexpected for the industry but greatly appreciated and definitely noticed.

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