This month I read the book The Power of Moments by Chip Heath and Dan Heath. The book was about how to create moments in business that will stick with and thrill customers, which is certainly something that many businesses are talking about right now (the customer experience), so there were lots of ideas and examples to contemplate with regard to creating experiences. Early in the book the authors reminded that it’s not just about making experiences or moments, it’s about all of the wasted and missed opportunities to make people feel included, welcomed, supported and appreciated.
So what is a moment? It could be something as inexpensive as an ice pop or cup of coffee, it could be even cheaper and be just a thoughtful email sent out at the right time. It could also be something that takes a lot of time, resources and effort to create, like reaching the top of Everest. Moments like Everest or graduating college are somewhat predictable in that you are almost certain it’s going to happen and when it will happen. However other moments like ice pops or coffee or emails are a surprise to customers, but should be something that you as the business have planned and work into your marketing and customer appreciation strategies.
Something they talked about at the end of the book was the fact that if you really want to create moments in your business for your customers, you have to start with a great employee experience. Employees are the people who can turn a bad experience into a good one (in one study almost 25% of positive experiences were based on how well an employee resolved a service failure), so why do so many businesses put so little effort into caring for and supporting their employees and empowering them as team players for caring for customers? You can easily create more positive customer experiences by educating and empowering your employees on the broad range of ways they can turn issues and failures around, as well as give them a number of “freebies” each week of ways they can surprise and delight customers.
Finally, the book talks about the fact that you don’t have to try to make every aspect of your business a “moment.” Not every detail needs to wow as long as some moments are magical and picture-worthy or worthy of sharing with your social connections. Yes, you should be aware of and work on fixing both the really big issues and the smaller issues that will overshadow or ruin any moments you try to make. In conjunction with that and after that, once you’ve got an experience that is reliable and dependable and you have a competent team, then you can work on consistently making “moments.”
Are you making moments in your business? What do customers say surprises and thrills them about you and your team?