Why is bigger better when it comes to creating memorable experiences?
Look at any successful service business, whether it’s a hospital, a hotel, a restaurant or even a funeral home, and you’re bound to come away with one undeniable message: the experience you create for your customers and guests is crucial to the future of your business. It’s what they remember and talk about, long after they’ve forgotten the price or the products. The next time they’re in a position to buy your service, what they remember is what guides their choice.
It’s why you see the leaders in all kinds of service industries making big investments in designing a better customer experience. They’re also making big investments in facilities, technology and training to ensure that the key elements of the experience are delivered consistently – every element, every customer, every time.
Making Memories
For example: Walt Disney World realized that happy family memories were one of the most important “deliverables” that Disney could provide. In response, the company invested in rethinking on-site photography to literally make happy memories a saleable product.
Digital photos have long been an amusement park staple – think of those automatic cameras at the top of the roller coaster that capture full-grown adults screaming in zero-g like little girls. Disney took that opportunity to a whole new level, staffing the park with roving photographers who carry top-notch equipment. They’re stationed near every scenic point in the park and trained to reliably take beautiful, memorable family photos, without that awkward moment where you hand your camera or phone to a total stranger and hope for the best.
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Yes; what the consumer remembers is key and Disney focuses on that experience as well as any company on the planet.
While living in Florida, my little girl was truly a little girl and we had the opportunity to make multiple trips to the “Magic Kingdom.” Her favorite experience was the parade of all the Disney characters through the streets of the Magic Kingdom. On our first return visit (2nd trip), we sat on the curb of the street as the parade began. When the “Fairy Godmother” from Cinderella (a college student dressed for the part) came along atop her ornamental carriage, she pointed her “magic wand” straight at my little girl and said, “I remember you!” My daughter jumped three feet in the air, spun around and screamed with to to her parents. “She remembers me!!!” she said!
My point is that Disney TRAINED that young lady to engage the customer. We must not only be concerned for what they will remember after the services, but for how they feel during the services–that’s engagement. Let this thought sink in: “Customers remember being remembered.”
Thanks for your thoughts, Alan. Thanks for bringing it to all of us, Ryan.