Award-winning costume designer Judith Bowden has explained that an actor’s costume “must provide strong visual support for the story, concept, and context of the play as a whole.
” Like an actor, you too must provide visible support for your role in customer service. From the clothes and accessories, you wear to the way you display products or demonstrate services, you use visual communication whenever you interact with customers.
Visual communication is influenced the most by what customers see, not by what they hear or read, and can be used to attract customers’ attention, help them understand how products function, direct them to locations, emphasize what is important, and make their experience with you and your business more pleasurable and more memorable.
This course concludes with the topic of visual communication because it is often what produces customers’ first and last impressions – impressions of you, of what you offer them, and of everything they saw with regard to your business.
Jeff Bezos, CEO of Amazon, said: “We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better.”
Completing this unit should take you approximately 5 hours.
Upon successful completion of this unit, you will be able to:
- Explain the role visual communication plays in business, retail, and public spaces;
- Analyze how retail design influences consumer perceptions;
- Evaluate retail strategies for their effectiveness meeting the needs of different target audiences;
- Identify the elements that encompass one’s visual appearance; and
- Explain the importance of projecting a positive self-image when delivering quality customer service.