IHG (Intercontinental Hotels Group) announced recently that they are deepening the design of their customer experience by creating signature smells for their hotels as part of their guest experience.
This makes a lot of sense. The sense of smell accounts for 70 per cent of what our emotional recall is based on, according to some researchers.
So, do you design the smell and other senses such as the sound of your customer experience? Most organizations don't. BMW does. They design in that 'new car smell' on purpose because research says their customers like it. They tune the exhaust to 'sound like a BMW'. They understand that the 'ultimate driving experience' is one that engages all the senses.
Kjell Nordstrom, the economist, recently explained how Chris Bangle, the former BMW design guru, took him on a tour of BMW's 'door room' - a giant hangar full of car doors mounted on rigs, with engineers all over the place slamming the doors shut and recording the sounds...