The One Simple Reason To Improve Customer Experience
People in the office talk about Disney like it's the fountain of youth.
They talk about how great it is. I laugh. Disney?
"You're all nuts!"
All I can imagine is riding "It's A Small World" and wanting to bash my head against the boat.
The song reminds me of a horror story. In the middle of the song, a murderous clown pops out of the woods to kills us all.
My disdain for Disney is likely me trying to act "tough."
Then the unthinkable happened.
When my first son Noah was born, my mother got us annual Disney passes. I was nervous. I had decades of misplaced despair in my head. What was I to do?
Before everything was shut down like the Alcatraz due to the Coronavirus, we were on the Disney property a few times a month.
Every time I visit their park or watch their movies, it sparks an emotion inside of me that very few brands do.
This happens for a couple of reasons…
86% of buyers are willing to pay more for great customer experience.
A Company Must Deliver A Brand Emotion To Improve Customer Experience
Before you can create a WOW experience, you must define the emotion you're trying to achieve.
For Disney, it's the happiest place on earth and bringing families together.
For me, Disney sparks childhood memories when my family and I would visit every year. We had so much fun.
Today, it lights up my inner soul. I watch my boys smile while my wife and I have an amazing time together as a family. It happens every time we're there.
It doesn't matter what park or hotel we visit.
Disney pulls these emotions from their movies, into the parks, and in the merchandise they sell.
Everything at Disney is meticulously thought through. Every detail is explored. Nothing is overlooked.
In the current CEO, Bob Iger's book, "The Ride of A Lifetime," he tells a story of how the former CEO Michael Isner, would walk through the parks and document things in the parks that must be fixed.
He was known as a micromanaging perfectionist, but to him, the details matter. The details do matter.
I think about this every time I go to Disney.
Which leads to…
Once The Emotion Is Defined, Work To Create A WOW Experience
Michael Hyatt has an excellent step process for this:
Step 1. What is the product or solution you want to create a WOW experience for?
Step 2: Clarify the outcome: What do you want your customers or prospects to feel as a result of their experience with your product or service?
Step 3: List customer expectations: What specific expectations does your typical prospect or customer have for this product before they encounter you?
Step 4: Understand failure to meet those expectations: What does failing to meet your prospects' or customers' expectations look like?
Step 5: Plan to exceed their expectations: What does exceeding your prospects', or customers' expectations look like?
This is difficult to execute, especially if you have a big team. You have to get everyone on the same page.
It has to be apart of your values as a company. Otherwise, you'll fail, or it feels fake.
Living the value of creating a WOW experience must run through your organization's DNA.
One of the best areas to focus on is investing in key relationships. If you sell a higher-priced product or service, this can be for various clients.
If you sell lower priced items, you'll invest in a group of your best clients.
Another simple way to create a WOW experience is by responding to clients faster.
It sounds ridiculous, but customers are often ignored. They're grouped in a pile of unresponsive poo.
Your best clients should get immediate responses.
Finally, a simple way to create a WOW experience is by genuinely caring. People can feel this. When you care, they trust you.
Start creating a wow experience and make your companies mission worth executing on.
