Communicate with your customers; get to know them!

The experience economy is more about how you sell something than what you actually sell. Forget about product distinction. Today’s retail market is short on the ‘distinct experience’ – create one and you create an instant relationship with your customers.

Knowing your customer also provides you with the ability to offer them products and a service level that they are always on the lookout for. Understanding how to better communicate you brand image to the customer is also key. The customer is KING – this is as true today, as when the phrase was first coined.

Like any relationship, making it works takes trust, understanding, commitment and support – in other words – get to know your customer, make your promise and then ensure that all elements are synchronized to nurture the bond.

Ishwar Chugani

Executive Director

Giordano Middle East 

Great customer service leads to customer loyalty

Successful retailing combines friendly customer service and simple product offering. Maintain your core values – and this will set you apart from the rest of the crowd.

Companies walk a fine line when they ‘study’ their competitors. Be true to your brand and brainstorm how you can create the same positive feelings, in a way that is distinctive, yet consistent with your targeted customer impression. Your long-term aim should be to leverage the unique strengths your brand possesses instead of copying your competitors gimmicks and signals.

Businesses are now realizing that true customer loyalty cannot be bought for discounts, ‘miles’ or points. These are a short-term fad, which get boring when they don’t deliver on the initial expectation. Customers are truly loyal to the experiences they prefer. Your loyal customers return because the experiences you create are preferable to those delivered by your competitors.

Your competitors may be able to match your products and services, feature for feature, but the experience your brand offers is yours alone, and provides you with a true competitive advantage. To enjoy profitability in the long-term retailers need to reach out from the confines of the box, continually innovating and varying their offering in order to lead consumers.

Ishwar Chugani
Executive Director
Giordano Middle East