My dad is a man of habit. He travels a ton for business and often goes to chain restaurants when he’s out of town. He works long days and wants something reliable when he sits down to eat and he knows that his Chicken Parmesan is going to be exactly the same at every Carrabas across the country. The beds at every Courtyard Marriott are the same. The USAToday will be outside his door every morning. This is comforting to a weary traveler. It’s important to consider when talking customer service (which we will do more of in the next few weeks) that consistency does create loyalty.
And while consistency is all some people (dad) need, others (like moi) seek originality. It piques my interest and has the potential to pull me in and create a stir. When I see something that is out of the ordinary, when my experience is unique, I am apt to shout my joy from the rooftops.
Stay at the Cypress House Inn in Key West! They serve really amazing espresso.
Sally gives the best adjustments in her yoga classes. I’ll go anywhere she teaches!
Freshbooks has real live people that answer their phones – on the first ring!
Southwest Airlines lets their flight attendants improv the safety speeches (as long as they hit those key items). Now that’s a friendly way to fly!
And I hear about these unique experiences over and over again. If you dig this kind of stuff as much as I do, you’re gonna love this story about Four Seasons hotels.
But why does it matter? If the dads of the world are happy with consistency and that creates loyal customers, why not just follow the beaten path, create more reliability, and see the profits roll in?
Because consistency doesn’t create buzz. And buzz is what builds brands.
When a client has an opportunity to experience you in a unique way, you stand out. You catch their attention. You cause them to pause. And, let’s be honest, anything that creates pause in this fast paced online world is worth studying.
What is out of the ordinary in your business? What are you doing that no one else in your industry is doing? What leaves a lasting impression on every person who experiences you?
I’m collecting unique experiences over on my Facebook page. Drop in and share yours – or one that left a major impression on you.
Time to shine.
xo
