Dear Champ-

I’m always focused on the customer experience. It seems like you can’t go wrong if your customers are happy. Is there anything I should be thinking about that could take their experience to the next level?

-Lauryn H., Minnesota

Laruryn-

It’s music to my ears to hear that you’re focused on the customer experience. Of course, if you weren’t, I’d think you were in the wrong business.

One of the things I’ve been hearing come up a lot lately in the customer experience space is the concept of sound as a fundamental part of your interactions with customers.

We all know that in order to sell your wares, you have to appeal to people’s senses: sight, smell, touch, taste, sound. Most companies do fine with sight, smell and touch. But, for many, sound (or the absence of it) doesn’t figure into the experience design for customers.

Well-designed, behavior-based audio branding becomes a critical piece of the puzzle to ensure that your sound doesn’t just turn into more noise. Muzak (yes, the company that started out in the elevator music business) actually anchors their business on retail sound and a service that is designed to increase customer spending in retail spaces.

To do it right, you need to go beyond simply playing music you think your customers will like, or that makes you seem cool.

I don’t know the last time you had a massage, but we can take cues from that experience. From the moment you walk in the door, every interaction is designed to soothe and relax, from the lavender scents to the waterfall sounds in the background. Employees speak in calm tones, the spaces are free of loud chatter, and before you know it you’re so relaxed you’re struggling to keep your eyes open to enjoy the massage.

Think about how you want people to feel when they’re getting their car washed. How can you be intentional with the sounds they experience? How are you carrying the sound of your brand through to customer service messages, point of sale system sounds, and every other aspect of the customer journey?