I am a food lover. Food is an experience – a journey to me. Interestingly enough, it is not only the quality of food that makes this journey memorable. It is much more than that. Let me explain further. There are two restaurants near my house – both serves similar food which are relatively good in terms of food quality with individual specialties. But I will always visit that one specific restaurant regularly and I almost never step into the other restaurant. One day the owner of another restaurant bumped into me at the entrance and said –“It is not fair bro! Do visit us sometimes as well”. I responded with a smile and continuously visit his competitor the next day. Sometimes I wonder– what is the X-factor that makes one restaurant stand out from the other when the quality of the food and ambience are comparatively similar. Finally I realize, the interaction experience was the contribution factor. The shop owner and his staff seems more friendly and approachable which makes me feels more comfortable and at home. Apart from that, I feels the positive and passionate energy from the people who served me when I am eating in the shop. For this, I feel more comfortable selecting and even asking for small changes like “less/more spicy”, “add/remove sugar” etc.
Everyone will agree that having good consumer interaction experience is a key driver for any business. It directly relates to better business. Yet, we can see many business that do not pay enough attention to proper consumer interaction experience. I won’t dig deeper to find the reason as I would rather emphasize on how we can capitalize on this consumer interaction experience.
Even with so much of value it becomes quite challenging for us to focus on consumer interaction. Three main challenges are
Compared to physical product lines – it is relatively easier to overcome the challenges in technology product and service lines. But, whatever the challenges are – active listening to the consumer interaction data always gives excellent business opportunity.
The author is the CEO of ssd-tech. He can be reached at firstname.lastname@example.org.