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MAKE RAVING FANS
What makes your company stand out with customers?
• Do you feel like you are completing with other companies for market share but seeing lower and lower profit margins?
How do you get potential buyers have the types of experiences that turns them from ordinary customers to raving fans?
DRIVE CUSTOMER LOYALTY
In the book “Experience Economy” authors B. Joseph Pine and James H. Gilmore argue that goods and services are increasingly commodities in the minds of potential buyers.
• Creating a valuable experience for customers is important because it can drive both customer loyalty and profitable future growth.
At the end of this lesson, you’ll identify ways to trigger memorable experiences in the minds of your potential customers and grow your business.
• You’ll explore how to create memorable experiences with your products and services that highlight a valuable selling strategy.
THIS LESSON’S OBJECTIVES
Over the course of this lesson you’ll:
- Discover the types of experiences that customers are looking to connect with.
- Brainstorm memorable experiences around your products or services to include as part of your branding.
- Identify a “short list” of techniques that promote an experience around your branding strategy.
YOU CAN DO THIS!
Each lesson includes the three styles for adult learners with:
• An Audio File
• A Written Transcript
• And a Practice Guide that gives you “hands-on” training customized to your own business.
Starbucks is a great example of a business that sells an experience.
- People pay a premium for drinking their beverages in the Starbucks experience.
It could even be argued that Starbucks transformed the coffee shop industry through their focus on the creating memorable experiences.
WHAT DO PEOPLE WANT?
What things do customers what to experience with your business?
According to Sydney Barrows of Entrepreneur Magazine, here are six things that turn the customer experience from average to extraordinary:
- And delight
Let’s look at each of these in more detail.
Attentiveness can be demonstrated with a business that is trained to notice and keep track of the little things.
- What color, flavor, music, or seating arrangement do we like or dislike?
- Do you know when it’s the customer’s birthday, or other special day?
A restaurant that knows I hate broccoli, love dark chocolate and always want a booth is going to make my experience more memorable.
RECOGNIZE THAT I’M SPECIAL
Next, recognition is a simple thing that pays big dividends.
- Let’s face it. We all love to feel special.
A friendly greeting by name can go a long way.
- Perhaps it happens when you come off the airplane after a long flight, and a smiling chauffeur is there-calling you by name to take you to your hotel.
Think about what things you can do to make sure your customers feel recognized.
MAKE IT PERSONAL
Then, personalization involves creating a memorable experience for that particular customer.
- Do you know I always want the bacon extra crispy?
- How about showing me clothes in blues because that’s my favorite color?
Keeping an eye on customer preferences and repeating those special factors will make each visit extraordinary and build customer loyalty.
SHOW YOU CARE
Next, consideration is being proactive to show you care about the encounter.
- Do you provide a mirror and lighting so a customer can see how a piece of jewelry looks on them?
- Do you provide a sample of your baked goods, so the customer can pick what fits their tastes?
- Do you offer an umbrella and walk a customer to their car on a rainy day?
Small expressions of consideration show you are focused on building an outstanding experience.
In our desire to generate new customers, showing appreciation to existing customers can be overlooked.
- Appreciation is demonstrated with special events such as loyal customer bonuses, VIP sales, and discounts only available to existing customers.
PUT “WOW” IN THE EXPERIENCE
Finally, delight can make a regular experience memorable.
- Can you put a smile on their face, or make them laugh?
- How about something special for their pet, or their children?
Delight puts the “wow” in an otherwise ordinary task.
SEE IT IN ACTION
Now that you’ve spent time looking at what ways to create memorable experiences, let’s brainstorm some examples built around a service business.
EXAMPLE: LARRY’S LAWN CARE
I own “Larry’s Lawn Care” service.
- I’m looking for ways to differentiate my business and create memorable experiences as part of my brand.
Here are some of my ideas:
OBSERVE, RECOGNIZE, PERSONALIZE
First I track what day of the week my customers’ prefer to have me mow their lawns.
- I also bring a flower arrangement on the week of their birthday.
Next, I greet my customer by name and smile and acknowledge them when I see them watching me mow.
Then, some of my customers like their lawns mowed shorter or longer, so I note their preferences with my work schedule.
CONSIDER, APPRECIATE, REWARD
I keep fertilizer on my trailer and bags to clean up after their pets so I can care for spots in the lawn that need a little extra help.
- I have a loyalty system that gives customers a free mow at the beginning of each season with a signed contract and free lawn aeration in the fall when they renew.
I keep small packages of dog biscuits and cat treats wrapped with my business card and a ribbon to give to my customers at each of my stops.
My branding includes: “The Pet-Lover’s Lawn Service” in the messaging.
ALL THE ELEMENTS
Let’s look at the elements I included in this:
- Attentiveness-tracing their likes and dislikes
- Recognition-friendly greeting by name
- Personalization-customizing my cut to their preference
- Consideration-caring for their lawn beyond just mowing
- Appreciation-rewarding them for continued business
- And delight –that I appreciate the pets in their family
And my branding promotes my love of pets-a differentiator in a business that considers pets a hazard and nuisance.
TIME TO MAKE IT REAL!
Ready to try this with your business?
Go to the Practice Guide and brainstorm memorable experiences around your products and services to include as part of your branding.
Look for ways to include
- And delight
CREATE YOUR SHORT LIST
Next, identify a “short list” of techniques that create memorable experiences in the minds of your customers.
Finally, narrow down your list with some ways to include your unforgettable messages in your branding strategy.
Now that you’ve identified techniques to make the customers’ experience with your company memorable, let’s look another way to create value in the minds of your customers.