Creating a memorable customer experience is an art form all itself, with unforgettable details setting top businesses apart. And in today’s highly competitive marketplace, make no mistake: a heightened customer experience is no longer an afterthought. With products and services becoming increasingly commoditized, delivering an extraordinary experience that resonates personally is critical to a company’s survival, not just its success.
According to Forbes, “73% of customers say customer experience is a vital part of their purchasing decision, but only 49% believe companies offer a good customer experience.” Their research also indicated that a large number of consumers are even willing to pay more for an above-average experience, making it clear that the work and resources poured into building an incredible customer experience will pay off in dividends. So why the disconnect?
It’s not an easy time to be a business owner, and feelings of uncertainty towards the economic climate can make it harder to open our wallets. But what if we’re cutting corners in all the wrong places? What if what feels like a “perk” is actually an important part of helping your business thrive?
Whenever budgets are being scrutinized, it often seems that art is the first thing to go. But what we’re not seeing is that investing in art doesn’t need to break the bank. In fact, with print on demand services supplying high-quality work and flexible curators that know how to work with different budgets, there are more ways than ever to update your business with art.
The research doesn’t lie, and top business owners will let you in on the same secret: corporate art is an integral part of the customer experience, and one that can get you noticed and keep people coming back.
Art creates a foundation for empathy and personalization
There is perhaps no stronger way to establish a sense of empathy than with art, as it’s also the most powerful way to communicate that you understand what the customer wants. Put yourself in their shoes and try to understand their perspective: can you anticipate their needs and tailor the customer experience so it resonates on an emotional level?
At its core, art is a way to personalize your business and form sincere connections, and thoughtful curations should look incredibly different from company to company. You may want to use art to reinforce your company values, inspire brand loyalty, or foster a culture of creativity and innovation. There is no “right way” to do this: only what’s right for you. This is the time to be ruthlessly authentic—we promise that your customers will notice.
Forbes also mentions that thoughtful personalization “takes empathy one step further by customizing the customer experience to meet unique preferences”. Actually get to know your base and consider what excites them to start thinking from their perspective. Are you a well-situated hotel trying to market yourself as family friendly? Or an upscale sports pub frequented by white collar workers trying to unwind after a long day? Consumers are constantly on the lookout for a customer experience that speaks directly to them, and a business’s aesthetics are the key to making that happen.
Personalization takes empathy one step further by customizing the experience to meet everyone’s unique preferences. “To get to the heart of what your customers want, you need to actually spend time with them. Get to know your customers and learn what excites them. Once you start thinking from their perspective, you’ll open your business up to a whole new level of innovation. Customers will return again and again because they know your business understands them and is delivering what they want.”
Indie 184 was tapped by ATP.art to create “Concrete Jungle” for a corporate office in Hudson Yards.
Customer experience drives traffic and retention
There’s no denying that the internet has influenced consumer habits, and we’ve even witnessed the unprecedented demise of former powerhouses (R.I.P. Blockbuster). But habits ebb and flow, and despite the convenience of online companies like Amazon, more recent trends suggest that brick and mortar locations are making a comeback—and providing an excellent customer experience is crucial if you want to get people in the door.
With the majority of consumers indicating that they prefer browsing in stores, how do business owners create an unforgettable customer experience? By making a strong visual statement.
When you invest in a custom curation, you’re doing more than expressing your unique identity. You’re creating an opportunity to support a more interactive environment which will encourage customers to choose your company over the competition. What’s more? Great art influences the customer experience, which ultimately allows you to invest in your clients’ loyalty while helping you invigorate your business.
An amazing customer experience can lead to organic marketing
The idea of transforming a business into a destination has become a hot topic, and great customer experience design does more than inspire loyalty: it can be a smart way to get consumers buzzing about your establishment.
Especially with younger generations slated to outspend boomers in just a few years, creating a distinctive aesthetic through art curation might be the best way to invest in your business. Consumers want to feel something when they spend, whether it’s a moment of self care or a special celebration for a loved one. Beautiful environments create a canvas for them to live out these aspirational moments, and when it’s done well, they’ll share the experience with others.
Love it or hate it, social media—when authentic and genuine—can make or break a business, and cultivating a space where people feel compelled to document and share is a powerful way to gain attention. Genuine, candid moments that are filled with great art create a strong, positive association with your establishment, and coming across these captures on a feed will naturally inspire curiosity and drive business. If you see a friend’s chic post about a special night on the town, what makes you stop and look? More likely than not, it’s the environment and the art that inspires it.
Adrienne Dixon was tapped by ATP.art to display “Lueur IV” in Gallery 85.
Customer experience, despite its importance, is often lacking
TopRight Leadership recently shared that “89% of marketers once expected customer experience to be their foremost concern for the foreseeable future, yet less than 25% of those companies excelled at creating memorable customer experiences.” To a large extent, little has changed since those statistics were shared.
But what we might view as a missed opportunity or misstep is actually a chance for course correction and evolution. We’re all selling the same services and goods. So how do we differentiate and become a first choice for consumers? Or better yet, how do we become a destination?
Corporate art is the secret sauce, and it’s the ultimate way to elevate your business and even get consumers to spend an extra buck or two.
Owning a successful business can be tricky, and companies large and small are pinching pennies. But what if the way to attract more customers is by thinking proactively, as opposed to reactively? And what do we do about younger generations inspired by aesthetics and eager to share about their shopping experiences online?
If you’re smart, you’ll cater to them—their buying habits are the future, and you’ll need to upgrade their experience in order to remain relevant and competitive. A beautiful art curation not only looks good, but it has the power to create a fantasy that customers will be eager to tap into.
So ask yourself: when it comes to art and the customer experience, what does your future look like?
