NZBusiness+Management - June 2018

44 NZB JUNE 2018

MAT WYLIE IS CEO OF CUSTOMER R ADA R. FOR MORE INFORMATION ABOUT HOW YOU CAN MAKE A

DIFFERENCE TO YOUR CUSTOMER’S EXPERIENCE AND BOTTOM LINE GO TO W W W.CUSTOMERR ADA R.COM

2. Don’t let the jam stick.
   Youbuyajamcreamdonut,sit
   down to eat it, only to discover
   thatthelittledotofjamhas
   fallenoffandstucktotheinside
   ofthebag.Annoying,butpart
   and parcel of buying a jam donut,
   right? Well, some stores are now
   selling donuts in pyramid-shaped
   packaging, specially designed to
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   This is a perfect example of
   the opportunities that exist to
   enhance the customer experience
   through practical, thoughtful
   packaging. Put yourself in the

customer's shoes, and create

packagingthatnotonlygetsthe

job done, but pays attention to

the details that matter.

3. Call me by my name!
   We’reallhuman,andweall
   love to hear our own names.
   That’s why Coca-Cola’s ‘Share
   a Coke with ____’ campaign
   was so wildly successful – it
   drewonourinnatedesirefor
   personalisation. This opportunity
   around personalised packaging

exists in a lot of different

industries. Can you personalise

to different geographical areas?

Different businesses? Different

demographics?

Anysmallactof

personalisation will go a long way

to engaging the loyalty of your

target market.

4. Say useful things.
   Everybody knows the best Kiwi
   dip isn’t bought in a chilled pottle
   –it’smadefromonionsoupand
   reduced cream, mixed together
   with a splash of lemon.

Howdoweknowthis?Besides

thefactthateveryBBQoffers

an opportunity to test out the

theory, it’s because Nestle pays

attentiontotheirpackaging.

You’ll notice that both the Nestle

products have instructions for

how to make Kiwi dip, with big,

eye-grabbing pictures of the

corresponding product. Alone,

these products aren’t anything

special.Butcombined,and

Nestle’s customers’ experience is

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MORE AND MORE,

customer experience is

becoming the difference between

organisations that win, and

organisations that become extinct.

Unsurprisingly, this shift in

expectationbeganintheservice,

hospitality and retail industries.

However,therapidrisein

e-commerce means no industry

is safe – not even those typically

exempt from worrying about the

customer experience.

Thequestionis,forproduct-

basedbusinesseswhodon’talways

have contact with the client,

how can customer experience be

enhanced?

The answer lies in packaging.

Here’s how:

1. Consider individual needs
   Therealityis,notallyour
   customers will be using your
   product for the same purpose.
   That’s why the most
   straightforward way to ensure a
   fantastic customer experience,
   is to offer a range of different
   size and quantity combinations.
   Some customers will be using
   your laundry powder three times
   a day to keep up with the family’s
   washing; while others may be
   living alone in a small apartment
   andonlywantasmallamounton
   hand.Offeraspreadofproduct
   sizes and quantities, and allow
   each customer to have the
   experience best suited to their
   needs.

CUSTOMER EXPERIENCE

The importance of packaging

in great CX

PACKAGING HAS AN IMPORTANT ROLE TO PLAY WHEN IT COMES TO GREAT CUSTOMER EXPERIENCE.

MAY WYLIE EXPLAINS WHY.

5. Consider what your
   customers care about.
   Consumers are continuing to
   become more vocal about the
   things they care about – equal
   rights, fair trade, the environment.
   Tapping into those passions can
   have a huge impact, especially
   when you consider your packaging.
   Take New Zealand company
   Ethique. Recognising that people
   were becoming increasingly
   passionate about the environment,
   Christchurch founder Brianne
   West developed solid shampoo
   bars designed to never use any
   plastic packaging. Ethique bars
   come in compostable, plastic-
   free packaging boxes with bright,
   appealing colours, and their points
   of difference (such as ‘Climate-
   friendly business’ and ‘Cruelty-
   IUHH¶SURXGO\GLVSOD\HGRQWKH
   side of the box. Ethique’s efforts to
   appeal to people who care about
   the environment is paying off –
   they now boast a range of over 30
   products and have been endorsed
   by the likes of Britney Spears and
   Ashton Kutcher.

THE PERFECT MEDIUM

These examples typify the

mindset needed to create a

stunning customer experience.

For businesses wanting to

become more customer-oriented,

and for those who don’t have a

direct line to their customers,

packaging offers the perfect

medium.

“The question is, for product-

based businesses who don’t

always have contact with

the client, how can customer

experience be enhanced?”