Everybody's talking about customer experience centres
(CEC) as an effective way to connect with customers, build brand loyalty and
ultimately increase sales.
But what exactly is a CEC?
A CEC is an interactive space designed to attract
potential customers by giving them a chance to undertake an immersive brand
experience. Of course, businesses can showcase their products and services at
the CEC but more than that, CECs offer a dynamic, dedicated, customer-centric
space where customers can enjoy a personalised journey as they delve deeper
into the brand and its business.
Difference between B2B and B2C experience centres
Experience centres that drive customer engagement and
education as well as build brand loyalty, are an indispensable tool in modern
marketing.
Experience centres are usually designed keeping in
mind the varied needs of the customers and how the product would fit into the
same. B2C experience centre is more straightforward as the direct consumer/user
of the product is the main target audience.
B2B experience centres are more complex as other
businesses and the clients of other businesses are to be taken into
consideration.
B2C customer experience centres give the visitors an experience
of the product itself while B2B customer experience centres give the visitors
an experience of the brand identity, philosophy and services.
A case for experience centres
As the world becomes increasingly digitised, customer
expectations of what brands should deliver keeps changing. Customers look for
highly personalised experiences. To be competitive, businesses need to create
and deliver a unique brand experience that speaks to the sensory, cognitive and
emotional.
This is possible in an experience centre where
businesses can create personalised, multi-dimensional experiences for a
positive response. By offering an interactive space designed around tailored
experiences complemented with personalised conversations, potential customers
are more likely to understand your brand, values and offerings. Better still,
they will feel that your business understands and cares about their needs. This
can go a long way in not merely converting a prospect into a buyer, but also in
building long-term brand loyalty.
CECs enable businesses to
- Build brand reputation
- Showcase legacy and achievements
- Offer customised product demonstrations
- Demonstrate problem-solving capabilities
- Address complex purchasing decisions
How Interics IN-SPACES can help
IN-SPACES is a part of Interics Designs, a
multi-disciplinary creative design agency in India with proven expertise in Brand Strategy, Brand
Image Building, Graphic Design and Environment Branding. IN-SPACES has proven
expertise and considerable experience in office
branding, brand
experience centers, technology/experience
centers and other space design.
When working on CECs, Interics IN-SPACES believes in
planning every detail in advance, to create a winning experience. Some
essential design aspects we consider:
- Reflect the brand and values: tell the story of the
company, reflect what makes the company different - in a way that connects with
the customer
- Make it all about the customer: define different
audiences and their needs, motivations and journey; provide a uniquely
personalised experience
- Plan the customer journey meticulously: storyboard
to identify every stage and give it a seamless flow; make it feel authentic and
welcoming; map key touchpoints to blend the physical space with interaction
- Use multimedia content: digital installations,
graphic design, tactile installations, sensory installations - use whatever it
takes to create and augment the experience
- Choose the right technology: harness the power and
interactivity of immersive digital technologies such as virtual and augmented
reality; don't make it gimmicky or complex; ensure it supports and improves the
customer experience and fits seamlessly into the CEC journey
- Keep the future in mind: design it so it can be
easily updated and adapted, where content can be regularly reviewed.
Future-proof the project
- Bring the company's employees on the same page:
ensure employees are well-trained and equipped to work in the CEC and respond
to customer needs
Conclusion
Planning an experience centre for your business? Contact Interics IN-SPACES. With a blend of strategic planning, graphic design, interactive design, informative design and 3D design, we create a unique package that tells a story, extends and elevates the brand experience, and creates a ‘wow’ factor that is distinct, impressive and immersive.
