Out of My Element
My body language was a dead giveaway. With my back up and my shoulders just shy of my ears, the determination in my step was unmistakable. I was on a mission, one that was central to my life and my livelihood – technology.
Now, I am definitely a “shop ‘til you drop and it’s all about the hunt” kind of girl. But, this “situation” couldn’t have been more different. While it wasn’t exactly a matter of life and death, I couldn’t try telling that to the butterflies in my stomach or the tension nestled in my furrowed brows. I had driven 39 minutes on the promise that my technology solution would be easy. It’s not often in my world that these two words appear in the same sentence, and never, ever, in a word association game. But, that was about to change, big time.
Who Knew?
Excuse me, are you the manager?
Yes, can I help you with something?
Well, that depends. May I ask you another question?
Sure.
Are your salespeople on commission?
No, they’re not.
Great. Then I am about to spend a lot of money with you, and I really need some help.
Let me introduce you to Brenden. And, your name is…?
Two hours later, my shoulders were back where they were supposed to be, the butterflies had disappeared and the tension was nothing but a bad memory. The experience was “as promised” – it was easy.
Four Keys to Creating Experiences that Deliver Loyalty
Here’s what made this experience so exceptional – and thereby positively memorable for me:
- Branding that taps motivation: We need to know that they really “get” us. The brilliance in the branding was the promise to make it easy. Thank you for understanding my sweet spot! Notice that the promise isn’t about being perfect or effortless, claims that would be far too subjective to execute or measure. “Easy” lands in just the right place.
- Functional Expertise: We need to know that they know their stuff. I told the manager that I was about to spend a lot of money and that I needed a lot of advice. Walking over to the poor guy who would be stuck with me, he said “Brenden will take good care of you.” He did. He asked me how I worked, how I used my laptop and what I liked and didn’t like about the one that had served me so well for so long. He listened, then asked some more questions and answered every one of mine.
- Customized Experience: We need to know that a one-size-fits-all solution isn’t being hoisted upon us. When I told Brenden that I had heard that the new blah-blah-blah was supposed to be really good, he nodded patiently, then adeptly steered me in another direction. He, in fact, saved me hundreds of dollars that I had already resigned myself to shelling out. Together, we strolled down an organized sea of laptops. My head spinning with options, Brenden narrowed it down to three. Then two. “You decide.” “No, you.” We laughed. When we eventually made it over to the checkout counter, Brenden explained everything that would happen next and when. When I came by three days later to pick up my laptop (with all of my files seamlessly transferred) everything was in order and as promised: EASY.
- Real Engagement: We need to know that they care. Care. As hokey and tired as this word sounds, I am hard-pressed to come up with one that is more fitting. Every company is in business to make money. They need to build a loyal customer base. Employees need to perform to keep their jobs. And, someone somewhere is keeping a sharp eye on the bottom line. The difference is rather stark – sometimes we have a real, human experience in the process and sometimes we don’t. And, that makes a world of difference when it comes to earning our loyalty as consumers.
As you look through this multifaceted lens, ask yourself: How is my business doing? Where is my opportunity?
