B6. SHARE
The user wants to hear others’ experiences
Description
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Talking to others about a product is a great way to share experiences, information and build expectations - a fact that contributes not only to the anticipatory experience, but also helps spreading the awareness of the brand. Moreover, one issue that has been identified is customers’ aversion towards trusting sales representatives as they are oftentimes seen as too focused on selling and do not instil trust. People are therefore more likely to trust what other customers have to say and are happy to read about their experiences.
This guideline accommodates for experiences to be shared between customers, a contribution that benefits not only the individual user’s anticipatory experience but also helps with spreading the brand awareness
Guidelines
Encourage customers to talk about their experiences
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Studies show that people are very interested in hearing other customers’ real-life experiences and find it easier to relate and trust these than generic information provided by sales representatives.
Create a platform where people can interact
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Enthusiast forums are common across a range of topics and industries and are great places where people can get together and share their excitement and thoughts about a product or brand, something that can greatly enhance the anticipatory experience.
Invite people share their showroom visits online
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Today, social media also plays a huge role in many people’s lives and is many people’s way of keeping in touch with friends and family. Accommodating for experiences to be shared through social media is thus a great way to satisfy the visitor’s wishes to share excitement with others.