Brand experiences matter — The story of my experience at a Maldives resort
They say that brand experiences build the image of a brand. We know that a good experience at every touch point leads to a positive brand image, but it is interesting to note that an overall experience score is not an average of the experience at every touchpoint. This shows that it is extremely important to remove any negative experience the consumer might have in his brand journey.
Back in 2017, when we were allowed to vacation at any part of the world, I visited Maldives. The moment we got the keys to our rooms, we were made to wear a green colour band — this band signified to the staff the set of priveleges I was eligible for. My band gave me unlimited walk in access to juice counters on every resort beach plus an access to live counters during breakfast. I chose these priveleges during my booking.
During my stay of 4 days, not once was I asked by any staff about my room number or anything regarding my access. If they did, it would have definitely interrupted the magical ocean experience that the resort gave. Overall I had a wonderful experience that culminated into a 5 star review on Trip advisor for them. So in a way, the positive experience turned into a positive brand image for me as a consumer, and even changed me into an evangelist.
Compare this to some 5 star hotels that we go to — everytime I enter the breakfast buffet, a manager scrutinizes my movement and asks me my room number before I have a chance to even pick up the plate. His question screams to me -”Prove your worth!”. Surely an unpleasant experience for someone who paid a substantial amount and has an expectation of being treated in a priveleged manner.
A stark difference in the treatment of your consumer!
This shows how small tweaks can completely change the experience you give to a consumer to ultimately influence your brand image.
