We don’t need to look beyond bookstores for a great example of an industry that has turned what was once a transaction into an experience. Bookstores were simply a place to go buy a book, pay for it and leave. The average bookstore consisted merely of isle upon isle of book lined shelves and a cash register. What you find today in a lot of bookstores are comfortable places to sit and read a book, magazine or newspaper while enjoying your favorite caffeinated beverage of choice or a sandwich or muffin. Bookstores have now become a comfortable place to socialize and have turned an ordinary transaction into an experience.
No matter what industry you are in if you only meet your customer’s expectation or perform a transaction for your customer, you risk becoming a commodity. I love how Maribeth Kuzmeski, founder of Red Zone Marketing defines commodity: “A commodity is something that’s capable of being interchanged or replaced.” The danger of becoming a commodity is that it becomes much more difficult to tell your company or product from everyone else. Said another way you are not going above and beyond therefore your product or service mirrors the competition. By going above and beyond what your customers expect, you will create a memorable experience that will no doubt ensures that your company or product stands on its own. “The Connectors” offers a story of an example of a company that understands the value and worth of creating a memorable experience. The company that the story is describing is The Gramercy Tavern in New York. This restaurant is consistently one of the top 10 Zagat rated restaurants in New York. They not only provide top notch service and a great menu but they create a unique and memorable experience for their customers. When the meal is over, the bill paid and everyone is getting ready to leave, someone from the wait staff comes over and hands you a gift- a cranberry orange muffin wrapped in cellophane and ribbons. They tell you “a little something for your breakfast tomorrow”. What makes this such a great experience is two-fold. First, no one is expecting to receive a gift as they leave a restaurant and so you are taking by surprise. Secondly, you can bet that as the person is eating the muffin the next morning they are thinking about what a great time and experience they had the night before. Now, tell me you wouldn’t share this experience with your friends, neighbors and co-workers. I bet you wouldn’t hesitate to give this restaurants name to those who are looking for a great place to eat.
Providing a consistent and reliable product or service to a consumer is needed and should be commended. However, as you can tell from the examples above, there is more value in going above and beyond and creating a memorable experience that will not only create a loyal customer but one that will want to share their experience with others. Here are a few ideas to consider:
1. Set up a brainstorming session with your Customer Service or Customer Care department along with your Marketing Department to think of ways to go about this?
2. Set up an internal contest with your employees as a way to come up with the best ideas. Incent them for their creativeness.
3. What can you build into your business model that would create a memorable experience for your current and future customers?
4. Look to your current policies and procedures for anything that you could adjust that would you to offer these kind of experiences.