Since I am a student in Spain (and currently not working within an organization), I will take this opportunity to talk about the interaction between staff and customers here at a restaurant in Spain where I live. I will connect this to the value co-creation and value co-destruction model which is brought up by Per Echeverri at KAU uni (https://youtu.be/YaXYwHwNSKs ), and also some regarding non-verbal communication model (https://youtu.be/hkQKNJGWBog).
Here in Spain, the personal space (which is a way of non-verbal communication) is different from in Sweden. People stand much closer when they speak and when they interact. Therefore, I believe that the whole concept of value creation will be a bit different, it works the same way but it is just executed in a different way depending on culture and country.
In for example a restaurant, the waiter could be physically closer to you when you enter the restaurant and they greet you than they would be in Sweden, since their personal space is smaller than for example me. They use a lot of gestures, which enhances the feelings of for example excitement or anger. They start to show the menu and ”talk” a lot with their gesture, since Spanish is not my first language this is really helpful sometimes when communicating.
Also, in the restaurant, I saw other people complaining about something with the food, but the service provider treated it professionally, since the restaurant was full and they probably wanted to look good, and helped the couple with their issue in a discrete way.
Everything was well-informed, like for example when they let us know that the food would take 20 min to prepare, and they updated us every 5 min until the food arrived on expected time. There was a co-value that was created once we were sitting down in the restaurant due to expectations, response to the expectations and the performance. But in a way, I got a bit uncomfortable with the waiter standing close to me in the beginning of the service, which meant that some co-destruction of the greeting phase was created from my side.
However, the dinner and the procedures, understandings and engagements that later on were taken in place made the experience a pleasant one in the end (a value co-recoverer).
I am very interested in body language and how you are able to emphasis what you say with how you look, move and do with your body. Because of this, I got interested mostly in the ”nonverbal communication” video.
There are different ”Modes of communication”: Gestures (arms and hands, movement), Posture (position of body), Touching behaviour, Facial expression, Eye behaviour, Vocal behaviour (intonation, sounds). The non-verbal communication has a wide spectra from small modalities (like vocality and gesture) to big modalities (posture and spatiality).
I believe this is a very interesting and powerful part of communication. Depending on how you want to be perceived, you should use different modes of communication. For example, to be powerful and seen as an authority you should have a strong posture and stand straight with not much movement, just to enhance something you say. To be inspiring, you would be open to the public and use your arms and your gesture as a strength. Also, touching behaviour is interesting, because for some it can feel friendly and familiar but for others it gets too personal and close. Therefore, sometimes you have to change your non-verbal communication depending on the person you talk to.
I believe that getting the non-vernal communication right could be really successful for salesmen and companies, this is because of the 3 functions of non-verbal communication:
1. It adds information to words
2. Gives the conversation a new direction
3. Reinforces a specific communicative content
When I first saw this module, I thought about the act of selling a product to a customer, when the customer is interacting with a salesperson. After watching the first videos of the website of Understanding Customer Experience, I have understood that it is so much more than this. It could be about the actual usage phase of a product, or you can use customers to develop your product through tests etc. Also, it is a way of communicating as I have understood it – a way of how you want to show and your business and how you want it to be perceived.
I look forward to learn more about concepts and theories about this subject and I believe it could be a strength to understand the importance of customer interactions, and the way it can actually affect a business.
I have a lot of learn within this subject, and the first of the modules that I have to do a lot of research about before even understanding what it is about, for me it is a quite complex and unspecified subject, but I am sure I will understand a lot more after these couple of weeks. Interesting to say at least!
To be continued…
Since I am a student and not working within a company right now, I am going to continue analyzing Daniel Wellington and Coca-Cola as I started in my previous blog post.
I find it interesting to take advantage of the different factors for the different strategies for the companies – social proof and liking – and flip it to be used by the other company. So for example, as I analysed Daniel Wellington from the social proof and coca-cola from the liking point of view – it is interesting to see if they would change it, that Daniel Wellington is going to use more of the liking (of course they use some of it now too, but it might not be the strongest one), and coca-cola to use the social proof.
Daniel Wellington could for example do their watches more personalised with personal prints and names etc. printed on the watch and on the packaging it comes in. And Coca-Cola could use more of specific famous people in each country to broaden it even more.
Also, both companies could use more of authority factor, and use celebrities and influencers to sell their products. For Daniel Wellington it would be to focus more on very famous people in the fashion industry, since they now have a well-known brand. And for Coca-Cola it would be to capture the interest and influence people that are not getting effected by the friendly commercials when families and friends are dancing in the sun in the summer.
1st advertisement: Daniel Wellington. Principal: Social proof.
Daniel Wellington uses celebrities and influencers on social media to advertise their products. According to Erik Wästlund, KAU, (https://youtu.be/sei-vaaOe_g), it is very probable that you will use the service if some other person (customer, influencer) says that it is a great service. Also the ”Like-button” is effective by being able to see that other people like this service/product. – we are more likely to use this ourselves. This is exactly what is being used in social media, with a celebrity posting a picture with him/her and the watch. Daniel Wellington started off by sponsoring famous people with their watches and in return make them post an advertisement online on their social media such as instagram, blog, facebook, snapchat, twitter etc.This has been showed to be really successful since Daniel Wellington is one of the biggest companies in their segment with a lot of sales thanks to the social proof factor. The people buy it more if they see someone using it and recommend it – especially famous people. The target group should be people that use social media and especially the ones that are looking for a fashion watch with a good price.
2nd advertisement: Coca Cola. Principal: Liking.
The advertisement with the names on the coca cola bottle made people like it more because it was the concept of ”share a coke with…” and then you could choose from ”friend”, ”family”, ”Peter”, ”Anna” etc. You could find your own friends among the bottles and the commercial are usually played out in a familiar and friendly environment, with friends sharing coke and drinking it together when they meet. This makes you feel the liking of this product – since it is connected a lot with socialising with your friends, something that you are familiar to (https://youtu.be/krJiZ5_5XPs). It is directed mostly towards young adults, but also to younger people and elderly people.
The 6 principles of persuasion are: reciprocity, scarcity, authority, consistency, liking and consensus. I found this theory very interesting and something for me, logical, but maybe also something that you take for granted and do not think about in business. I believe you can excel a lot in your business if you consider these concepts.
Especially interesting, and what I want to reflect upon, is the authority and scarcity. Authority is for me very interesting, you trust titles and ”important” and more powerful people in specific questions than you do with others. Often, this is a good thing, with for example that you trust doctors more than just someone in the streets telling you about medicine, since they have the knowledge and experience.
However, in some situations, companies might be bad at paying attention to new employees since they are not consider the most powerful people with the most experience. In some situations, it must be good with new influence and other perspective, which new employees, newly graduated etc might have.
Scarcity is interesting, since you feel more attracted to a product when it is a limited resource. For example, when you see ”only 1 room left” or ”last chance” and ”22 people are looking at this hotel right now” on a hotel webpage – you intend to make a purchase faster than if they would not write these sentences. However, how easy is it to do this within a company? Depends on the product of course… can you make a ”limited edition” of your product, that only will last for a couple of weeks or ”until it is sold out” it could work. I believe, however, that this is a powerful strategy, but I also feel that it is a fine line between being a serious company offering ”limited edition” to a certain price, and to be a not so serious company that only tries to ”use” their customers behaviour due to the influence it has on their purchases.
My expectations on this module is not as clear as for module 2. But as I learnt in module 2, I need to set high expectations and through that gain higher satisfaction than if I would have low/negative expectations.
I think it will be really interested in getting an insight of the knowledge of trends, consequences and social influence for a product/business. Depending on what business it is, there is different influences. For example B2B is less influenced by everyday opinion from people. But it is very important for B2C to know about different influences, trends etc and how to manage this.
Also, I am curious on how this is being connected to the expectations/satisfactions that we were discussing in Module 2. For me it seems like the next step, after the expectations there will be an influence in some way but I am looking forward to understanding more of these concepts and how they affect each other.