Boring Saturday at the mall, every sales agent greeted me with the traditional “How can I help you?” and a fake smile. Customer service is still swinging in a fixed place.
Your business brand is what people think about it in terms of experience which comes from feelings. Nothing stick in mind if you don’t have emotions or feelings with the product or service.
Scott Stratten in his book UNMarketing wrote about his life time experience with carpet-cleaning man, let’s quote part of his excellent book:
“I had a meeting at Wynn during the BlogWorld conference. I strolled in though the majestic doors with a friend of mine. As soon as we walked in we spotted a man (Wes) using a large carpet-cleaning machine. He wasn’t in our way, so we really thought nothing of it, but he thought differently.
He stopped what he was doing. He looked … and smiled. Not one of those “it’s part of my job to smile” ones, but genuine, warm, authentic smile. And then he said, “Good afternoon, and welcome to the Wynn, please enjoy your day” all the while looking on us right in the eye, like it was his mission to ensure that we knew he meant business.” His welcome changed my entire perception of the Wynn.”
Scott now is a loyal customer for Wynn. Someone in Wynn business moved his feelings and it stick with him forever. Honestly, it moved mine and I would love to test it one day in Wynn Las Vegas.
The same thing apply to restaurants, hospitals, shopping malls, tourist cities, airlines, etc.
It’s in your customer’s unconscious mind where all the action is. I will talk about that in the upcoming post but right now, tell me:
What your business is doing to evoke customer’s feelings?