The sound of great customer experience
What’s the soundtrack to your business? Whether you realize it or not, sound plays a significant role in shaping the experiences of your customers and employees. In this edition, we’re going to dive into the power of sound with Brian Cullinan, Partner at Canopy. He has spent years crafting soundscapes for businesses to enhance their customer and employee experiences.
Here’s how intentional sound design can make all the difference in creating memorable, engaging, and impactful experiences.
1. The soundscape of a brand: Why music matters
Music is more than background noise. It’s an emotional connector that can influence how people feel about your brand. Brian shared an example from his work with a local massage studio in Charlotte. The studio’s music wasn’t just chosen randomly. It was carefully curated to create a calming, seamless experience that complemented the soothing environment. Even a two-second pause between songs disrupted the atmosphere, underscoring how every detail matters. If you want your brand to resonate with customers, your soundscape needs to align with your values and goals. Whether it’s relaxing, inspiring, or energizing, the music you choose should reflect the experience you want to create.
Putting this into action:
Audit your current sound environment: Does it match the tone of your brand?
Work with a professional to curate playlists that enhance your brand identity.
Test and iterate: Gather feedback from customers and employees to refine your soundscape.
2. Music impacts behavior: The science of sound
Music doesn’t just create ambiance, it affects behavior. Studies have shown that music can influence everything from productivity to purchasing decisions. Brian shared an experiment where customers rated the price of a bottle of wine higher when classical music was playing compared to pop or silence. Music can set the tone for trust, curiosity, and engagement. It’s a tool for shaping perception and creating a more memorable experience.
Putting this into action:
Use data-driven insights to align your music choices with desired outcomes, like increasing dwell time or enhancing productivity.
Experiment with different genres to see how they influence customer behavior and mood.
Consider the tempo and tone of your music. For example, faster tempos might energize shoppers, while slower ones can encourage them to linger.
3. Employee experience starts with sound
It’s not just about customers. Music has a significant impact on employees too. Brian highlighted how repetitive playlists or poorly chosen genres can burn out staff and negatively affect their performance. For example, employees in coffee shops or retail environments who are bombarded with overly loud or monotonous music often experience irritation, which trickles into their interactions with customers. Happy employees create better customer experiences. The right music can energize, motivate, and even soothe employees during their workday.
Putting this into action:
Rotate playlists frequently to avoid repetition fatigue.
Select music that balances energy and calm to support productivity and focus.
Collect employee feedback on the sound environment and adjust accordingly.
4. Immersive experiences: Thinking beyond the playlist
Imagine walking into a store and hearing the sound of waves and seagulls near a summer display of sunscreen, accompanied by a soft reggae tune. These immersive soundscapes transport customers, making the shopping experience more memorable and enjoyable. Brian shared how Canopy collaborates with businesses to create such multi-sensory environments. It’s not just about playing music. It’s about integrating sound into the larger brand story. Great sound design elevates the experience, making it unique and unforgettable.
Putting this into action:
Incorporate soundscapes into seasonal or thematic displays to enhance the experience.
Think holistically. Combine sound with other sensory elements like lighting and scent.
Use sound strategically in moments that matter, such as during high-pressure sales pitches or customer onboarding sessions.
A note on compliance
One of the most overlooked aspects of sound in business is compliance. As Brian pointed out, using consumer services like Spotify for commercial purposes can result in hefty fines. If you’re not using a licensed music service, you’re putting your business at legal risk.
Putting this into action:
Review your current music licensing setup to ensure compliance.
Work with a licensed provider to stay protected and create a better experience.
Closing thoughts
Music is a powerful yet often underutilized tool for creating amazing customer and employee experiences. By being intentional about your soundscape, you can foster deeper connections, influence behavior, and set your brand apart.
Make the sound of your business unforgettable 😊
Onward & upward,
Drew