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The Future of Wayfinding is More About Engagement Than You Might Think

From first appearances, wayfinding may seem quite self-explanatory. And, unfortunately as a result, wayfinding often ends up becoming an afterthought as a building projects come to completion and budgets reach their limits.

However, when properly designed, deployed and utilized wayfinding represents an interesting opportunity to direct, engage and build upon your relationship with visitors.

Providing directions

Most notably, wayfinding signage provides guests with directions on how to get from point A to point B. In its simplest form wayfinding helps avoid customer frustration, especially if you have a large complex or a multi-building campus. This is true whether it’s a hospital environment or a corporate campus.

In a world that is seemingly fueled by the need to create optimal customer experiences, the opportunity to cost effectively avoid frustration is crucial. According to research by thinkJar, 67 percent of customers mention bad experiences as a reason for churn. Yet, only 1 out of 26 unhappy customers take the time to complain.

Having adequate wayfinding that is prominent, easy to understand and well lit can go a longways to help organizations avoid unnecessary frustration.

Providing directions may be the original goal for wayfinding, but opportunities loom to expand its potential.

Enhancing Engagement

While traditional signage is still the most commonly utilized form of wayfinding, a number of intriguing technologies exist as well. Specifically, digital signage, interactive displays and kiosks are becoming increasingly popular – and for good reason. These forms of technology have the ability to provide interactive and even customized experiences for your guests.

For instance, if a guest is provided with an RFID enabled badge at check-in, digital signage equipped with an RFID reader can personalize the message. Even without badges, in situations where a customer has your mobile app installed on their smart device, the opportunity still exists to personalize the wayfinding experience.

Not only does this form of wayfinding empower you to address guests by name, it also opens the door to opportunities to gain instant feedback as well as address any customer questions. There is significant value in being able to make informed recommendations.

Engagement is a key component of an effective wayfinding strategy.

Relationship Building

How can wayfinding build upon relationships? The simple answer rests with the power of data. If your organization is already utilizing digital wayfinding that recognizes and makes note of customer movements, the opportunity exists to take data usage a step further.

Consider, for instance, the ability to recognize that your guest has spent a considerable amount of time within a certain area of your campus. Did something pique their interest or was there a point where the customer was confused? In either case, the opportunity exists to start a discussion that could lead to a stronger relationship.

Plus, customers appreciate when the brands they choose take the time to understand their expectations. A Deloitte study found that when dealing with a brand, a growing percentage of customers would like to move beyond personalized communication, Specifically, they are interested in products and services that address their individualized interests. According to survey results, 36 percent of consumers expressed an interest in purchasing personalized products or services, while 48 percent said they’d be willing to wait longer in order to receive personalized offerings.

 

Interested in learning more about how wayfinding can play a role in enhancing the customer experience? Knowing that your space is your canvas, Electrosonic welcomes the opportunity to help you develop and deploy innovative solutions designed to create truly immersive environments.

 

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