Sensory marketing and customer service perception

We all come into the world as customers, and although we don't remember it, that first moment in which we celebrate being alive through a cry, we are receiving a service.

When asking several mothers about this experience, the answer is always different, even when they attended the same medical center and were treated by the same staff, why is this? The answer is “perception” oriented. Let's start by defining what it is? Perception in psychology and based on Gestalt's descriptive theory, the configuration by which our brain structures through sensory channels a lived experience or situation that is stored in our memory.

So Perception is what makes us define whether a service is good or bad, but how is that perception built?  This is usually activated by various sensory stimuli that human beings explore through the senses.

Going back to the example of childbirth, the sight of a mother in a hospital will register the first impression of her stay there, for this reason all the details should be taken care of: the facilities, the medical staff, the lighting will determine in the first place if that environment generates well-being.  Smell is related to memory and feelings, so the smell that most impresses you will be the one you remember and associate with the birth of your child, hearing will allow you to connect with people, through the musical setting, the medical support.

So, although what the client perceives will depend on their initial judgments, it does not mean that it is impossible to generate a good service concept, on the contrary, if the senses and a clear strategy oriented towards the client and their needs are combined, it will not be possible. not only create an experience, but one that will be memorable.

The senses allow us to feel, but also to connect. Ultimately, human beings live by emotions, and emotions are what make us create links with companies, companies and brands, which is why it is important to create sensory spaces even when it is such a scenario. strict as a hospital or as simple as a neighborhood store.