Courtesy of Apple
One of components of our Strategic Brand
Analysis that we perform for each of our luxury real estate marketing
clients is an audit or review of their current websites and those of
their direct competitors. Among many factors, we look for what we call
“quality cues”, those small details that add up to a remarkable user
experience. Dropping the ball with quality cues is often where
complacent market leaders become vulnerable.
We cannot overemphasize the significance
of quality cues, as they help to capture leads. And, they are also the
sparks that trigger word-of-mouth advertising or buzz! Here is an
example of how quality cues add up to a remarkable customer experience.
When your UPS delivery person smiles
with delight and feels an instant sense of kinship with you (knowing
what is inside the box) because he too has one and it changed his life.
And, he adds, “These guys make our job easier because of how well the
boxes stack together due to their unique shape”. You know something
remarkable is happening.
When unwrapping your newest business
tool makes you feel the wonder of child opening a favorite Holiday
present combined with the admiration of sheer packaging genius at work,
something magical is happening. You marvel at the ease of access to the
product and the smooth texture of a single interior box that contain
the additional components, how the cover slides, or actually glides open
like a box of fine chocolates.
When your package arrives ahead of
schedule because customer service made an exception for you when you
ordered it and did not charge extra, you feel cared for. And, all this
is before you even plug in the machine that was hailed by PC magazine as
“the pinnacle of desktop design and manufacturing” (the new 27” iMac).
Imagine if your website created this
much user satisfaction before you ever met your prospective client who
reached out to connect with you after visiting your site. That is the
magic of Quality Cues!
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