Think about the best meal you’ve ever had. What made it so special?
For one friend, it was the first time she had Raclette. This unforgettable meal started with a train ride to an old farmhouse in the outskirts of Paris and a visit to an unassuming market to pick up ingredients for the evening meal. There, she watched her host make a rather strange choice for the main course: A wheel of fromage along with a few radishes and some other fruits and vegetables. She couldn’t help but ask: “Are you sure we have enough?”
“Trust us,” they said in French, “you haven’t had Raclette!”
That evening, over a good bottle of Bordeaux, in a spectacular candle-lit country setting, and with a new group of friends, she tasted her first Raclette. “It was an outer body experience!” she said.
Some of our greatest meals aren’t just about the food itself, but all the interactions surrounding the food … they are a feast for the five senses.
Likewise, every interaction, micro-moment and detail involving a customer carries weight on how one feels about a brand’s customer experience.
“Think small to grow big. Keep your eye on the bigger picture but don’t slip on the attention to detail.”
– Richard Branson
It’s easier to care about details when you are throwing a party for friends, creating an original piece of art or when your business is in its infancy and you have more time to spend with customers. When it comes to running an organization where potentially hundreds of customer touch points are in play, it’s not so easy and we often revert to what is quick and simple, over what is meaningful. But we don’t have to.
Here are two examples of where a small detail made a big statement.
While most hotels offer guests complimentary coffee in the lobby, Hotel Mason & Rook by Kimpton Hotels adds a unique twist on the traditional morning coffee with a beautiful presentation of their own house-made cold brew. It’s unexpected and a nice touch of hospitality.
While most companies ship orders in corrugated brown boxes, Green Chef organic food delivery sends their packages out in distinctly branded boxes. Their slogan: “Your Dinner Victory Awaits,” generates a sense of anticipation and excitement, foretelling the sense of accomplishment one will feel from preparing the meal.
These are the details that separate the good from the great. These are among the details that make people likely to recommend.
A higher calling for great customer experiences
Those of us in the growing community of Customer Experience Leaders can help companies differentiate and achieve long-term growth through improvements and innovation in the experience. But we can also embrace a higher calling of leveraging this discipline to improve people’s lives. From my work in hospitality and now, healthcare, I know that better experiences can have a positive impact on the well-being of both customers and employees. Which leads me to the purpose of this blog: Exploring the little things companies can do to reduce effort, eliminate stress and improve people’s lives.
Welcome to Likely to Recommend.
– Amy A. Marshall