Win the Moment, Win the Return

The short version:

If your AV system can’t adapt to customer intent, you’re forcing every experience into a generic mould—and paying for it in lost loyalty. Software-defined AV, combined with behavioural design, lets you shape each moment so customers feel successful. Do that well, and they come back. Fail, and you’ll spend far more on marketing trying to replace them.

​The first principle of engineering for behaviour is simple: understand your customer’s aspirations—and help them feel successful.

Take a restaurant. The behaviour every restaurant wants is repeat visits. But guests don’t just come for “a meal.” They come for a purpose. Each purpose carries a different definition of “success.”

Guests could be visiting the restaurant to hold a business meeting, celebrate an anniversary, propose marriage, celebrate a birthday, or hold a team-bonding exercise: much deeper, more specific reasons than simply “being hungry.”

However, a business meeting fails if people can’t hear or feel as though the table next to them is listening in. A proposal won’t feel as special if the moment feels flat. A birthday fails if the experience feels generic (or cover-your-ears painful!).

The best restaurants are designed for these deeper goals. When they get it right, the moment sticks (and so does the customer).

Here’s the problem: Traditional AV systems can’t support this.

If your system only lets you change volume or switch channels, you’re only able to treat every occasion the same. And that means most occasions are underserved.

Every situation calls for the right AV treatment. And the only practical way to deliver that is with software-defined AV.

For Business meetings, you can offer speech privacy and sound masking. Anniversaries and proposals can have tailored romantic music and visual ambience. Team events could include music and video media reminiscing about good times. Birthdays become memorable with on-demand, in-sync celebration moments to help everyone sing in the same key (and make it more enjoyable for the rest of the restaurant).

This isn’t about features. It’s about enabling success in context. And the only way to achieve these moments of success is software-defined AV.

The cost of adding in software-defined AV is as little as the cost of an extra glass of wine every two weeks. And the result? More return customers and growing loyalty, without growing your marketing spend. If you use software-defined AV to help plug the holes in your bucket, you won’t have to spend as much to fill your bucket up.

CUBE helps organizations design for what actually drives outcomes: human behaviour. We combine behavioural science with software-defined AV and telephony, so your environment actively supports the moments that matter, whether that’s in hospitality, retail, or beyond.

Because in the end, you have a choice: Design for successful experiences or pay to replace unsuccessful ones.