The Spin-cycle Zone

Laundromatwifia I might have studied more if the college Laundromat had Wi-Fi back in the day.

Okay, probably not, but isn’t that a great idea? One of those hated chores, spending the afternoon doing laundry with strangers, suddenly is transformed into a productive experience. The sound of the machines creates a white noise while you surf the ‘net, catch up on email, IM, or – yes –even study. (I have no personal experience to confirm this, but my son told me that kids today really do use the Internet to help with their homework. But, then he also used to tell me he was going over to his girlfriend’s house to “study.” So… I dunno.)

Much has been written about "America's declining supply of 'third places.'" This innovative little Laundromat not only has created a third place, it also serves as an example of triggering word-of-mouth by providing a Generous offering to their customers.

A surprisingly large number of businesses haven’t caught on to the draw of offering free wireless Internet. I suppose the thinking is, “Well, that’s okay for the coffee shops, but our customers are diff-- blah, blah, blah.” Another instance of the business telling the customers what they want. Obviously, it’s only a matter of time before the panet is turned into global Wi-Fi. Wouldn’t it be better to offer your customers something now, when it isn’t widespread, as opposed to later, when your competitors will have it, too?

Speaking of Starbucks, this is an area where I think they’re behind the curve. Oh, they offer it, but they charge for it. Why? Yes, I’m sure they make a lot of money as a result of the deal, but they’re missing an opportunity to show customers their generosity.

Almost every day I see another "unlikely" business add free Wi-Fi to the Customer Experience.

Will I see it in yours?


Enter at Your Own Risk

Emily 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.”Michele_emily_billy_goat_1

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.


The Key Lime Incident

Keylimedrops_1Leaving a dress shop empty-handed, my wife, Frances, picked up a mint from a bowl placed for customers to help themselves on the way out of the store. I heard the crackling sounds of the paper followed by, “Mmmmm – Creamy. Key lime! I’ve never had one of these before!”

Not a big deal. Right? Just a bowl full of mints strategically placed for customers to sample on their way out of the store. It seemed insignificant at the time.

Two weeks later, Frances said, “I want to go back to that store with the Key lime mints.” Okay. She said nothing about the clothes they carried, the service they provided, or the great bargains she saw. She simply wanted another Key lime mint.This time, after we wandered through the store, mints dissolving in our mouths, she bought something. Now here’s my disclaimer: Of course it wasn’t just the candy that produced the sale. If the selection of clothing didn’t suit my wife, if the service was unfriendly, or the merchandise disorganized, the candy alone wouldn’t necessarily trigger the purchase. But the flavor anchored the store in my wife’s TASTE memory. That first day of shopping, we went into dozens of stores. The only one she remembered was the one with the mint. Talk about a profitable ROI.

How simple. How inexpensive. Choose a unique and uncommon food sample – something that will set you apart - your "signature flavor." Obviously, not peppermint! It can be candy, cookie, chip, cracker, gum, etc. Be imaginative. Display openly where customers can’t miss it. Take it with you on sales calls or to networking events.

You’ve just raised your score on the Customer Experience Index.


We May Doze, but We Never Close.

Magnoliacafe_4_1Read the menu at Magnolia Café in Austin and you'll learn about about the sign. As a joke someone cut a vinyl “Come in, We’re Open” sign in half, flipped the halves around and taped them together so that it read “Sorry We’re Open.” The staff thought it was funny, but when they were shutting down that night and turned the sign around, the other side read, “Come In We’re Closed.” So they had to stay open all the time because of the sign. Um, O - kay.

Look inside another menu and you might find a little different story. Seems they used to open and close on a daily basis, but they only had one set of keys that they shared. Well, the keys were constantly misplaced until finally  one day, no one could find them at all, so they had to stay open all the time. As they put it, 24/8. That's "24 hours a day, 8 days a week.” And that’s how come they never close. Got it? R-i-i-i-ight...

A couple of points about the stories:

1. It’s good to have a sense of humor about your business.
2. Technology has transformed us into a nation that doesn’t sleep. 

Yes, I know there have always been all-night diners. But, lately I’ve noticed that more and more businesses are staying open beyond what used to be considered traditional hours. Remember when banks used to be open only during the hours when it was hardest to get to them – like 9A.M. to 3P.M. when their customers had to work? Now, some are even open on Sunday. I don’t believe this is just a passing trend. It's a rapidly approaching way of life. And of course I know there are plenty of businesses that it wouldn't make sense to keep open all night. But it might make sense to make your business accessible all-night through your website and an answering service or an automated voice system with an emergency number.
Anyway when you're in Austin check out the Magnolia Cafe. I'd recommend the "Love Migas." Most people eat them for for breakfast, but  believe me, they're tasty 24/8.
-mikey


The Experiential Laboratory

TstcstudentwtextAs you've read before in this blog, providing a compelling customer expereince isn't confined to business. Now, the lessons from the corporate world are finding their way into colleges, like TSTC.

In the past, most institutions of higher education didn't like to think of their students as "clients," but the world is changing and innovative teachers are looking for ways to "give the customer what she wants." Read the article from The Star to learn more about how refining the "customer/student experience" is transforming education:  Changing Contexts: the Experiential Lab


The Nose Parade

Bigboy_2

Somewhere between Flint and Saginaw, Frances and I stopped at Bob’s Big Boy for one of those hard-to-find double-deck cheeseburgers from my youth. I had just finished speaking to a talented group of creatives and entrepreneurs at the kick-off meeting for their new AAF member club, Mid-Michigan Advertising and Marketing Association (MMAMA). I’d presented Roy H. Williams’ program, The Pendulum of Society. One of Roy’s key points is that this “Civic” generation is community minded and globally conscientious. (as witnessed by the public support for Katrina and tsunami survivors)

So… I shouldn’t have been surprised by the card promoting “America’s Thanksgiving Parade,” an annual event in Detroit. For a donation of one dollar you receive a red foam rubber nose like the one Big Boy is wearing in the photo. How could I pass it up? And of course, by serving as a sponsor for the fund-raising event, Big Boy is enhancing the customer experience by demonstrating their community support and by selling a piece of memorabilia – the red nose – that will remind me of my visit long after I’ve forgotten the cheeseburger.

Now, what’s the application for your business?

  1. Find a cause in which you believe and support it publicly.

  2. Have a sense of humor within your business.

  3. Sell or give to customers something that will remind them of you after the business transaction. (No, not a business card or brochure.)

Although Big Boy scored extra points on the "customer experience index" for the whole “Noses on Parade” thing, they lost them all when I learned upon check-out that they didn’t accept American Express. More on that later…