At Open we identify and examine customer issues. At DNA we deliver on that thinking.

"We cannot solve our problems with the same thinking we used when we created them." - Albert Einstein

Brand Experience

A tale of two parking buildings

Stephen Maskell June 2011

Well one parking building actually. But you couldn't blame me for thinking that they were different parking buildings based on two experiences this week.

The first experience was the introduction of a light that sits above each parking bay that simply lights up green when the spot is empty and red when a car is parked in it. Probably not new or revolutionary in some places but quite exciting in this part of the world. It is so rewarding knowing where there is a free space as soon as you drive up onto the floor. No nosing slowly from park to park in the hopes the next one is free. Brilliant experience.

The second experience was not so rewarding and came about when validating my ticket and having to interrupt the coffee break that was taking place in the attendants booth. After initially ignoring my presence – in favour of continuing his conversation with his mate – the attendant barely turned around in order to serve, said absolutely nothing in the form of a greeting or thank you and literally tossed my ticket back at me through the tiny glass chute. Not so flash experience.

This variable experience may not be limited to my neighborhood parking building – but more or less indicative of many brands. The challenge is to better manage of these peaks and troughs of customer experience so that great things you do are not undone by stupid things that can happen.

Comments

Gilbert 7 July 2011 at 11:22pm

Great synopsis – and definitely something we can all relate to. What is kind of curious to me is what does this say about customer expectations off the back of an unexpectedly positive experience – ie was the interaction with the attendant more frustrating after you had experienced the lights? Probably. Highlights that greatest ROI is achieved by a holistic approach to designing services.

Romain Perin 7 July 2011 at 2:37pm

The complete lack of understanding that quality of service is all important seems to be everywhere in the Auckland retail space.
I've stopped counting how many times I've been treated by shop attendants like I'm bothering them just being in the shop.
Not to name names, but a certain high profile electronics store just opposite britomart is famous for treating its customers like crap. I know I'll do everything in my power to never have to buy anything from them ever again.

What do you think?