Good advice to improve the customer experience

Have you ever walked into a store and the music blaring through the speakers was so bad that you turned and walked away?

Twice in the last few months I had my blood pressure taken at a lab inside my doctor’s office. I mentioned that the numbers were probably high because of the annoying heavy rock music blaring on the radio with a tinny sound. She laughed and said that she doesn’t even listen to him anymore. I mentioned that spa-like music could make patients relax, especially elderly patients waiting in the next room. The next time I went in, the same horrible sounds were coming from the same horrible radio.

For many people noise is a nuisance. It can be a major source of lost productivity at work, or if done right, it can increase sales by up to 39%. Play music that sets the right mood for your customers.

Recently, at a local Thai restaurant, I noticed a news program being broadcast over the overhead speakers. The restaurant was listening to a local radio station, so diners’ conversations had to compete with loud commercials. I suggested to the owner that they play traditional Thai music to match the beautiful ambience they had created with the decor…she was amazed anyone would want to listen to it, but she was genuinely happy with the recommendation.

If you operate a spa with quick services so that clients can get a quick manicure or pedicure and be back at work at lunchtime, you’ll want to have faster and perhaps louder music. If it’s a relaxing space to unwind, you want ambient sounds to soothe the soul. Think about the calming sounds playing in the background as you ignore daily stress during a massage.

Music in the store can even affect product choice. According to Jordan Stevens, in a study conducted at a liquor store, two identical wine racks were installed. One exhibit brought French wine and another brought German wine. Each exhibit was designed to be identical in every way except the region the wine came from. The results of the study found that when French music was played, French wine outsold German wine by 77%. When the music was changed to German music, German wine would outsell French wine by 73%.

Remember, the music needs to fit the brand you want to feature, and that may not be the type of music you prefer.