easternqert.blogg.se - The power of moments

Our instinct to capture a moment says: I want to remember this. If they take pictures, it must be a special occasion. “One simple diagnostic to gauge whether you’ve transcended the ordinary is if people feel the need to pull out their cameras.“Companies in this era of apps and personal tracking devices have grown much smarter about surfacing milestones that were previously invisible… to think in moments is to be attuned to transitions and milestones.It’s as though the leaders aspire to create a complaint-free service rather than an extraordinary one.” Instead, having filled the pits in their service, they scramble to save potholes – the minor problems and annoyances. What’s striking, through, is that many business leaders never pivot to that second stage. That, in turn, frees you up to focus on the second stage: creating the moments that will make the experience “occasionally remarkable” Fill pits, then build peaks. “Think of this as the first stage of a successful customer experience.Through these, the manager is able to communicate ‘I saw what you did and I appreciate it.” These are important learnings for customer services and support teams where we often drive reward schemes on a routine basis. They discuss how schemes such as “employee of the month” loses its shine very quickly, and they contrast it with a manager at Eli Lily who uses tailored rewards that are much more effective. Effective recognition is personal, not programmatic. The authors argue that as soon as something becomes “routine” its efficacy is often reduced.They argue that negative feedback can feel so much worse than positive feedback, that we overly-obsess about it and as a result try to fix that, rather than elevating middle customers. They show that by making ‘middling’ customer happier, you can earn nearly 9 times more revenue than by trying to eliminate unhappy customers. The happiest people in any industry tend to spend more. Chip and Dan quotes recent Forrester research which shows just how much satisfaction affects spend level.

There’s no more guidance than that about it – if they like the look of you, you might get something for free. For example, Pret a Manger staff each have a discretionary amount of food and drink they can give away to customers in a given week.

Do you ever ‘delightfully surprise’ your customers? The tricky thing with moments is that if they become ‘planned’ or ‘routine’ then customers come to expect them (and might actually start to complain if they stop happening in the future!) The knack here is to break the script consistently enough that it matters – but not so consistently that customers adapt to it.

To step outside of what we automatically expect to happen and introduce truly memorable moments. The authors ask us to consider how we might be able to break to script in our industries. Check-in, room key, bottle of water by the bed etc. In hotels for example, especially the standard chain hotels, almost everything follows a very standard script of basic customer fulfilment rather than seeking out moments of delight.

Too many of us are following the customer service script that’s standard for our industry.

What do those experiences have in common, and how can that be harnessed by businesses looking to provide peak customer experiences and really memorable moments? The authors begin the book by asking why we remember certain peak life experiences.

You can actively create peak moments for customers by thinking differently.

So here are my top 5 takeaways and quotes: The Power of Moments: Top 5 Takeaways To create a peak experience, one has to step outside of the day to day, in all the ways. And most of the reason for this is, it’s no-one’s job to create those moments.

As the authors themselves observe, the concept is simple but the execution is hard. And yet we may very well be removing some of the most delightfully random and elevating opportunities to create moments for our staff and customers, in attempting to build such systems.ĭon’t underestimate the difficulty of making “moments” happen. One of the major takeaways for me was that, especially in corporate life, we want to add a process or system to everything we do. This is a thought-provoking book, packed with case studies and stories but also fielding a good amount of research, backed up by solid action points. This month, I’ve been reading Chip and Dan Heath’s really excellent book, The Power of Moments: Why Certain Experiences Have Extraordinary Impact.