Ok - this is part 2 of this blog post on applying emotional engineering to service - to read part 1 click here When we apply emotional engineering to a services, one size doesn’t fit all. We can’t look at what works with one service and apply it across the board. Each service needs to be emotionally engineered to appeal to its typical customers using the service in a ‘usual context’.
Two extremes of a design element can make or break a service in the right context: for example, there are two excellent Italian restaurants near where I live. The first has leisurely service, the second serves food so quickly you practically have to catch it as it passes over your head. These are two different extremes of the same design element - speed of service but both work because they’re perfectly matched to their typical customer personas within usual context.
Context....
The first restaurant caters for people having a relaxed evening out: fast service in this setting is likely to evoke negative emotions, possibly annoyance and frustration. The customer may feel disappointed that the meal they’ve been looking forward to is going to be over too quickly. They may feel irritated at feeling a conscious need to slow down in an attempt to string the meal out. The second restaurant is located next to a theatre and close to a cinema: ideally suited to customers fitting a quick meal before going to see a film or a show. In this setting fast service evokes positive emotions (relief, excitement, pleasure). Slower service is likely to evoke irritation and anxiety about time. So, if the restaurant understands exactly how it's customers want to feel, it can begin to tailor its service to optimise those emotions.
Next post - Can't we achieve this anyway without emotional engineering?
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