Business Turnaround

Descending a flight of steps took us beneath Chicago street-level. The scene below seemed like the set for a gritty, forensic TV show. Lighting our way, a neon sign's reflective glow stretched a path across the wet pavement. Emily reached the door first. This is no surprise coming from a daughter that channels Indiana Jones through her adventurous spirit.

We follow her through the open door. More descending stairs. A banner length sign warns, “Enter at Your Own Risk!” We stop for a second taking in our surroundings. That’s when the shouting begins down below.

“I will order for you!" yells a man with heavy Greek accent. "Cheezborger! Cheezborger! Cheezborger! Today’s payday. Make it double-meat!”

This is the Billy Goat Tavern, inspiration for the 70's Saturday Night Live skit about the nameless hamburger joint where you can't "have it your way." "Coke-no Pepsi! Cheeps-no fries!" John Belushi and Bill Murray were acquainted with the Billy Goat from their pre-SNL days with The Second City Chicago comedy troupe.

Why did they remember it? Because of the kinetic experience. Most of the stuff written about Customer Experience involves a budget many times bigger than what most businesses can afford. But here is an example of a Customer Experience compelling enough to receive international exposure on network television. And it doesn’t cost them a dime to provide the experience. Basically, employees are following a script, acting a part.

Of course, the Naysayer will object. “Oh, that’d never work for our business. Employees would never follow a script. That’s so phony. Besides, they don’t know how to act.”

Look at the photo to the right of the Billy Goat Tavern employees (they're the ones with the mustaches) Do they look like thespians to you? Do they look like phonies? Of course not. They didn’t memorize a script. They learned the language of the business and in this particular case the language is fun! It makes their job more enjoyable and that in turn makes the experience of the customer more enjoyable.

If you want to make a quantum leap in the eyes of your customers, focus on performance. I’m not suggesting that every business needs to provide fodder for a potential SNL sketch. Performance is relative to how your customers perceive your business. Start by following the path your customer takes from the first thought of your business all the way through the entire experience. Is it consistent? Is it easy? Is it enjoyable? Is it unique? 

The Billy Goat Tavern achieved phenomenal success because there is no one else who delivers quite the same Customer Experience that they do. You will achieve phenomenal success when you realize you have a story that no one else can tell quite like you do. How you weave that story into a Customer Experience is an ongoing challenge. You’ll get better at it, as you go.

Perhaps you're already delivering a kinetic performance in your business. If you are we'd sure love to hear about it. Please share your experience by making a comment to this post.