A5. RELATABLE
The user wants information they can relate to
This guideline will help the company to communicate what their brand can do for each customer by adapting examples and information so that it gives value and makes sense to the the individual customer.
Description
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It can be hard to absorb information and relate to product offers that are presented in a way you cannot relate to. This lack of adaptation can create a distance between the company and the user that is hard to overcome, making many users think certain offers are not for them and missing out on what the company has to offer.
Guidelines
Make each interaction personal
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Adapt given information to the individual in person. General narratives are good for conveying basic information but it is the information personally adapted to the individual user that will leave a largest impression.
Meet the customers on an eye-to-eye level
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It is important to bring the interactions to the customer’s level by bridging potential gaps with information relevant to the customer, presented in a way they can grasp. Do not diminish the customers by talking in big, impressive words that no one can understand.
Adapt information to the customers’ journeys
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What kind of information will need to be conveyed depends largely on what the customer has already done, what they already know and and what the next step of their journey is. It is therefore very important to identify where in their customer journey the customer is and what they are interested in finding out more about.
Let the customers’ interests guide their experience
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There are hundreds of reasons someone might visit an automotive showroom. Providing the same generalized information to all showroom visitors thus risks people not getting to know what they came there for and losing interest. Instead, take the opportunity to talk about what interests each individual customer and let that guide their anticipatory experience.