Why is signage important to your customer experience?
As I am sitting here at my favorite coffee shop. I enjoy the quiet, but I can’t help but notice when people use the restroom because they never know how to get in.
People will stand there giggling the handle, waiting patiently, or knocking. Since I am a nice guy, I tell them, “you need to get a key from the counter.” I am usually sitting there getting work done; this process can be disturbing. I ask myself every time, why don’t they just put up a sign?
Adding a sign that says, “Please get the bathroom key from the front counter,” could elevate this minor problem. My point is that signage is your passive communication tool for getting your clients/customers to do the things you want.
Think about your sign on the door; it is designed to catch a person’s eye to entice them to walk in. The menu on the wall is to explain what options are available. Every single sign is about creating an ideal behavior. With all this in mind, here are a few tips on making and using effective signage in your business.
Tip 1: Design Your Sign to Convey A Clear Direction
A good sign tells a person where, when, and how to do a specific behavior. Therefore, it is essential to think of your signs as a sequence of physical actions—a step-by-step experience. You need to consider the person who will follow these directions, who they are, and what problem they have?
Tip 2: Does Your Sign Tell Your Story
What is your business identity? Why do you exist? What problems do you solve? A great sign can convey these messages. For example, take Royal Caribian Cruises. A few years ago, they rolled out their Live, Love, Cruise Campaign. It was to transition their brand from cruise vacation into a lifestyle.
If you walk around their ships, they have artwork, decals, and signage just to share and reinforce their beliefs. So when you think about your own location, consider what beliefs will support your companies identity.
Tip 3: Know Your Desired Customer Behaviour
Make sure you take the time to map out the action that is important to a successful customer experience. This may take the form of walking through your experience as your customer or creating a process map. It doesn’t matter but make sure you get into the head of your customers.
Tip 4: Talk with a professional about all the above elements
Take your time to find a company that will understand your brand and the experience you want to create. Then, they will add their expertise to design signage that does all your desired outcomes and more.
A quick suggestion is to talk with my friends at Spark Signs and Graphics; they get that a sign is more than a sign. It is a visual story ready to be told. Here is what owner Alex Maurer has to say
“When working with clients, we set out to understand their business and what challenges they are trying to solve. As an example, effective directional signage within a building – whether it is a corporate environment or a church – can make a visitors’ experience so much more positive when they get from point A to point B in an efficient and easy way.”
As you seek to create the best experience for your customers and yourself, make sure to consider these 4 tips. If you want additional help creating a business that thrives and generate the lifestyle you deserve, consider taking a test drive and see what our profit acceleration can do for your business.
Remember, the best time to change was yesterday, so you better start changing today.