Solutions Talk

Improve the Experience - "Fatten Up" your offering!

A quote worth noting: “Digesting fatty foods enhances memory consolidation using the same neural pathway as emotional learning.” - Darya Pino, Scientist/foodie/blogger.

If you've never heard of  Five Guys -the QSR Chain that has opened 300+ stores over the past 5 years...start listening...and looking for one. Boasting a "fresh and simple" menu, they are a burger-lover-on-a-budget's version of paradise.

If you are guilt-ridden at the notion of consuming copious amounts of red meat, white flour and starch--washed down with sugary carbonated beverages--take heart!  Consuming fats, sugar and caffeine may help (at least for a few moments) you to learn...

For more on the topic, and more about  Five Guys - read on.  The Neuromarketing of Burgers

My Experience? Bah, Humbug!

Quote worth Noting: "There's no such thing as an artificial experience." - Joe Pine & Jim Gilmore, The Experience Economy - Work is Theatre and Every Business a Stage

Disney. McDonald's. Starbucks. Kroger. Shell. Walgreen's. The US Post Office. The Water Company. Your Landlord/Lien holder. Utility Company. Your vehicle of choice. Cellphone Provider. Your Cable/Satellite TV Provider. Civic Organizations. Employer. Church/Synagogue/House of Worship.

My experience as a consumer does not matter to most companies and organizations.

Most, if not all of these businesses and/or organized groups touch each of our lives on a regular basis. With every interaction, we form impressions about the respective "experience" - which we filter and interpret through our past personal encounters with these or other providers of goods, services and experiences.

Oh say can you see...what I see?

We more often than not attach strong feelings to our "point-of-view" as a consumer--so much so, that we are willing to act as advocates for those who consistently deliver an experience that surpasses our expectations; just as we will likely become aggressive, vocal, detractors of those who consistently fail to do so.

Emotions, as well as Logic, drive our behaviors as consumers and neighbors.

I do not believe that the majority of businesses and organizations "get" this. With many, a focus on cost control, process management, and the successful completion of the tasks at hand (of which customer interaction is included) dominate their thinking. Asking themselves "what is my customer experiencing?"  is not likely to be found on their radar screen.

Does this mirror your experience with groups such as the ones I've described? Any "exemplars" of companies, organizations or communities that are "doing it right" - intentionally, consistently, and successfully?

On time...as promised...

Worth noting: Isn't it odd that I would find it unusual to report a completely satisfactory, if not memorable flight?

I had a great flight experience today. My flight "segment" from Detroit to Chicago O'Hare was staffed by professionals (including a captain that introduced himself to the passengers prior to flight), departed the gate "on time", and arrived on schedule into Chicago's O'Hare Airport. 

Why am I surprised? Why am I impressed with the fact that the Flight Attendants seemed to be having fun? Any theories, or opinions?

At any rate...today's flight was a noteworthy experience. One for which I am grateful.  Any you'd like to share??

The value of trust...

A quote worth noting: "Go ahead, it will be fine." - Debbie, the checkout clerk.

Another day, another supermarket experience to share. On this visit, my experience felt completely different than during my recent coffee-buying confrontation with Jimilla.

I left home with a list and an assignment. The assignment was to exchange a mispurchased bottle of laundry detergent...without the standard "proof-of-purchase" (cash register receipt).

As I entered the store, with my list in one hand and detergent in the other, I approached the nearest "officially uniformed" person and explained my mission--and my lack of purchase proof. "Just leave the detergent here while you shop, get another, we'll exchange it - go ahead, it will be fine." No argument, no "let me get a manager", no "I'm not sure we carry that brand", no "I'm sorry, but you have to have a register receipt", or any other comments that would indicate mistrust.

I actually felt as though she believed me, and wanted to make my experience "hassle-free".  I felt trusted.  (BTW...Debbie was as good as her word--at checkout time...I was able to make the exchange with my other purchases--without a hitch.)

While this may be a simple...even silly story on the power of trust...isn't it really indicative of the numerous  tiny encounters we all participate in each day, week, and month that together make up our life experience? Are we earning and extending trust as opportunities present themselves?

Trust. What a concept. What an Experience!

"...I don't drink coffee..."

A quote worth noting: "The surest way to provide poor service is to walk every client through the same rote, impersonal routine, never varying, no matter who the individual client is or what he really needs." - Joe Pine & Jim Gilmore, The Experience Economy

While in the supermarket to pick up a few necessities recently, my sense of smell stopped me at the aisle offering bulk, "fresh ground" and packaged coffee to go.

Following a quick review of the pricing by brand, I made a decision to go "premium" - but not "uber-premium"...in other words, I would grind my own "special" beans...a fairly pricey "special house brand"...though not in the league with Peets or Starbucks.  I poured what I believed to be somewhere between 3/4 to 1 pound of beans into the grinder, ground, filled & clipped the pouch...and headed for the checkout stand.

As I approached the checkout, I was greeted by 2 females--my wife Nancy (with her own armload of purchases) and Jimmila, our cashier. As we placed our bounty on the moving mat, the cashier began dutifully scanning each item.  Unable to engage either female in a conversation, I began watching curiously to see how much I had "saved" on my coffee purchase by eschewing the aforementioned luxury brands.

Suffice it to say that I was shocked to see the coffee "ring up" at over $13.00! Recovering from my temporary state of shock...I asked Jimmila to recheck the coffee price--it couldn't be right. Her answer was to glare at me and say "that's what it scanned"...to which I responded, "would you please re-scan it--that can't be right." She began to argue the point further, but to "humor" me, ran the coffee over the scale/scanner...and this time brought up a price of $7.80--a difference of more than $5.00.

As Jimmila called a manager to our station to correct our total bill, I thanked her for re-scanning the coffee. I also asked her if she could see why I asked her to do it. My response from the show of appreciation and the question was silence and a "blank" look. Unsatisfied with her "answer", I pursued the point a bit further - asking if saving the $5.00 would be "worth the effort" if she were the customer. Her answer: "it wouldn't be something that would matter to me...'cause I don't drink coffee." In other words...she couldn't care less. I had inconvenienced her and she didn't appreciate it one bit.

"I don't drink coffee" is not the type of closing statement that leaves customers with a good feeling about the experience with your company, Jimmila. IF I ever shop your store again, I will go through another line and see if I can find a "coffee drinker"...or I'll even settle for an empathetic human being offering a courteous response to my questions.

To quote Mssrs. Pine and Gilmore once again: "The easiest way to turn a service into an experience is to provide poor service, thus creating a memorable encounter of the most unpleasant kind."

It's Your Job To Know...

A quote worth noting:"...when those seemingly odd questions come in, it's your job to know...or at least find out, as people remember how they were treated, long after they forgot what they came for in the first place!" - Shareef Mahdavi

Shareef is a friend and colleague who publishes a newsletter and, like me, regularly speaks on staging effective experiences. I think you'll enjoy his latest from www.premiumeyesite.com/login.aspx


In our town we have access to a hiking trail that surrounds a newly developed golf course. It turns out to be a great place to go for a run, as the trail winds through the hills and offers spectacular views, alternating between open fields and shady tree groves. Somewhere in the middle of all this is the golf course clubhouse, a good pit stop if needed.

Today I wandered into the pro shop, curious about the distances on the trail from start to finish. I asked the gal behind the counter - who looked up but didn't smile (my first clue) - if she knew the distance along the trail. She replied with a rather bland no (my second clue). I offered a thought that it might be a good idea to know, reasoning that a lot of people use that trail and may similarly wander in and ask the same question, given that no trail mile markers exist. “Sorry, we have nothing to do with the trail.” (my third clue). All these clues led me to conclude that this employee was, in fact, clueless. Both the course and the trail are owned by the city of Pleasanton, California.

I left unfulfilled, still curious and only slightly frustrated (hey, I was in the middle of a great run and wasn't going to let this encounter take me away from the zone). Back on the trail, I started to realize that even brief interactions such as this one, which lasted less than 30 seconds, can have a lasting impact.

Want to run a better business? Focus on those little moments in the relationships between those who serve (the employee) and those who are served (the customer). Chances are that your business will attract questions that are unrelated to what you specifically do (you may recall the March 2009 broadcast when I called Zappos - the online shoe company - and asked about the weather forecast for San Francisco).

Learn more about my friend and colleague, and his Experiential Offerings by linking here.

A "Tee Party" to Remember

Today's Notable Quote: "Work is Theatre and Every Business a Stage". - Joe Pine & Jim Gilmore, authors of The Experience Economy.

Work is Theatre. A model...not a metaphor. This thesis is central to the book and work of Joe Pine and Jim Gilmore - the duo who alerted much of the business world to the emerging "Experience Economy" with their HBSP best-seller in 1999.

Yesterday, I was privileged to join a party honoring the men on the 10th Anniversary of the book's publication. It was billed as a "TEE" (not "Tea") Party...and was a Birthday celebration extraordinare--including games and a massive "Experience Economy" Cake. 

It was great being part of the gathering...renewing old friendships, and making some new "like-minded" friends. All in all - the event was a true "4-E" Experience (what's that, you ask?). Read the book--or better yet...pick up a copy of the book, and make your plans to join Pine & Gilmore at this year's limited attendance "non-conference" thinkAbout in Philadelphia in September. Details below:

The 2009 Strategic Horizons thinkAbout

September 16 + 17, 2009  |  Philadelphia, PA

Advance Registration
Now Open!

Registration is limited to just 76 paying participants.

To join: Download the Advance Registration form.

For details call +1 (330) 405-2886 or email thinkAbout@StrategicHorizons.com

Surprise, delight and "ho-hum"

As a people, we are subjected to a wide-range of "service" these days. I think of my own recent experiences at places I regard "exemplars" of customer service (dare I say..."Experience"?). My wife and I--and me on my own have met with such a broad range of service levels that it makes one stop to take pause.  Retail establishments would do well to determine "HOW" they seek to differentiate themselves from their competitive set. For the life of me...I've yet to "crack their code"  in most cases.

My take? Very few are truly the definitive "low-price" - or "great experience" leaders. Lots of "white space" for those seeking to gain an "edge"...or perhaps, merely hoping to stay in business!

It's all about value....

Today's Notable Quote(s):

"Price is what you pay. Value is what you get." - Warren Buffett.

"That which costs little is less valued." - Miguel De Cervantes

val·ue 

Pronunciation:

\ˈval-(ˌ)yü\

 

1: a fair return or equivalent in goods, services, or money for something exchanged

2: the monetary worth of something : market price

3: something (as a principle or quality) intrinsically valuable or desirable

 

Want to maximize value in a price-focused environment? Want to truly engage your clientele? Product selection, shelf placement and promotion alone will not engage your target audience.

 

The Experiences your business stages for the customer are the only sustainable differentiators.  To achieve a level of engagement that leads to advocacy--perhaps even zealotry, focus on creating carefully thought-out, consistently staged, authentic opportunities for your guests to step onto the stage and co-create value alongside you. For more on this idea, check out my company website page on Experience Training @ www.solutionstalk.com

Which came first...the chicken - or the Chicken Sandwich?

"We didn't invent the chicken...just the chicken sandwich." - Chick-fil-A slogan.

One of my favorite "quick stops" is, without question, Chick-fil-A. Attention to cleanliness, friendliness, consistent food quality, and speed of service all combine to make the experience a consistently pleasurable one for me.

Evidently, I am not alone in my fond feelings for my primary purveyor of peanut oil fried poultry. In 2008, a tough one for many in the restaurant industry - the Atlanta-based family-owned chain outpaced prior year sales by more than 12 percent. The growth came through a combination of new location openings and a respectable 4.6 pct. lift in same-store sales. Total sales for the 1,425 unit chain came in at just under $3 Billion. Remarkable for a company whose offerings are positioned at the high end of the quick service segment--and who are opened only six days a week.

Truett Cathy has found winning combination with Chick-fil-A. I hope his family stays true to the standards set in place by the founder in 1946. For more on the company and its operating values, click here: http://chickfila.com/#home

The Original Chicken Sandwich!