Creating Experiences from Transactions

I will go out on a limb and say that the greatest single challenge I have seen is business is a failure for a team to act together towards a common goal.  One person out of step can create a cascading crisis down the entire line.  Cheerleading, Dance troupes, Sports teams, Rowing teams, Cycling. Figure skating. Precision marching.  It becomes immediately obvious when one someone missteps.

Unfortunately it is not so obvious in most business situations.   The sales team is not communicating with service. Accounting does not get the latest price changes. A change order is not communicated to the on site crew. Reception fails to notify someone that a client is waiting. A delivery goes to the wrong address. Many times there is no notice. A client simple does not repeat his/her order.

This was one of the messages from Jordan McGill (Director of Strategy at William Joseph Communications) at the ATB Entrepreneurial Center this week. Exemplary companies are not about their products, features or even benefits. They are about the experience. Keep up the great work ATB for enhancing the banking experience for entrepreneurs.

And also kudos to go Brad Moyer - Small business rep for Rogers Communications- who shows up to these events with platters of delicious sandwiches from Strombolis.

Last night I had the opportunity to talk to a few servers at Browns Social House where we were celebrating Grant Doyle’s birthday. We discussed how they saw their place in the whole customer experience and they had mixed views. I am shocked at how few places teach this most basic business practice to its frontline workers.

Introduce yourself.

Get their name.

Find out if its a special night.

A few simple questions or comments can transform this person from a one off customer to a regular repeat client.  People love to trade their hard earned cash for experiences that enhance their lives. You can get wings and a beer anywhere but preference is given to those places that make you feel welcome, accepted and valued.  Not only will this generate a substantial increase in tips but also generate a considerable increase in traffic for the business. All for a smile and an introduction.  

How often are people in the front line of your organization failing to take advantage of an opportunity to convert a transaction into an experience. Simply by not employing some very basic practices?

Is that something you would like to know more about?