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Crafting the Customer Experience For People Not Like You: How to Delight and Engage the Customers Your Competitors Don't Understand by Kelly McDonald

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FAMILIES

Many women are moms, and as such, many believe that taking care of their family’s well-being is a key part of their role. So don’t overlook women’s families when you are crafting an optimal customer experience for them. If you can cater to and ensure that a family is enjoying your product or service, I can pretty much guarantee that you’ll win over the mom. And that’s important, because statistics show that women make 80 percent of household buying decisions.

Some companies have realized the “power of the family” when it comes to making women feel great about their brands. They might do so by providing parking spots closest to the store for expectant moms or families or by offering child care for parents while they shop. Whatever the situation or service, catering to the family can pay dividends in cultivating satisfaction and loyalty.

Popular furniture store IKEA, known for affordable and contemporary offerings, has free child care for up to 90 minutes at their Smáland Play Area. Children who meet the height requirement (roughly 36 inches to 50 inches, depending on the store) can play in a pit full of plastic balls, watch videos, read books, play with puppets (that IKEA sells, of course), or work on craft projects under the supervision of IKEA employees. While kids play in Smáland, often referred to as the ball room, their parents browse the store or hang out in the café using the free Wi-Fi. The idea behind Smáland, of course, is to distract the children long enough ...

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