A customer experience I do remember…
An example of a terrific customer experience that stayed with me. Sticky and contagious as it should be.
It happened 3 times to me, at the occasion of buying a new car. The garage has the policy of handing over an unexpected present on the big day when you go and collect your brand new car.
First of all, there is the usual ceremony. The car is parked on the decorated wooden floor area of the show room, covered by a luxurious looking cloth, waiting to be discovered. Next, the car is unwrapped, and you get the usual one hour technical guidance of how to use all these brand new buttons.
So when you finally you get the ignition keys handed over, you are ready to drive off.
When unexpectedly, the salesman hands over a lovely bouquet of flowers to go with the car.
A present for your wife, so you have something to hand-over when you come home.
I was completely caught by surprise — ok, I admi, the third time I was kind of expecting this to happen. But it renders a great customer experience.
The intense experience of receiving a brand new car, is supported by something to take home to give to your partner, and celebrate the occasion.
I have no idea whether the garage hired top-notch consultants to come up with this idea, or that the wife of the boss just fantasized it as something she would have liked when her husband would come home with a new car….
But as for the ‘tactics’ for sticky and contagious experience, it’s a 5 out of 5 match.
- Get noticed — well, try not to get noticed with a brand new car, and a large bouquet of fresh flowers, and an ear-to-ear smile on your face.
- Social rewards — speaks for itself, coming home not only with the car.
- Use high arousal emotions to create an impact — yes.
- Use triggers, create relations with things people do already and existing concepts. You may want to look for a behavior residue, a physical trace of the experience after it has finished — the flowers, the car, as residue of the handing-over.
- Use stories as a container for the message — “something for your wife”.
The fact that I do remember this, and tell colleagues whenever they get to buy a new car… and confronting them with the fact that in their garage they didn’t receive this much of attention, is already a proof that it’s sticky and contagious.
Do you recall a similar customer experience that happened to you?
Please tell us about it, by posting a comment below.