The ‘That’s OK’ Economy

 

I recently wrote about how companies can provide small, unexpected surprises, based on their normal business practices, to create ‘WOW!’ moments for their clients. Of course, the opposite is true at the other end of the client’s experience spectrum, when you ignore the impact of your daily interactions you can plunge your customers into head-shaking reactions.

 

 

Example

I was at a bakery to buy a loaf of sourdough bread (really good sourdough bread). I waited in a long line for about 15 minutes, an eternity in the right-now-reality of today. Part of the reason, of the three registers, only one was being manned despite the obvious backup of customers (the line was 12 deep). But, the bread was worth it. Even though I had to listen to the customers around me complain about the ridiculous wait, it was worth it. As my turn approached I asked for a loaf of sourdough, thickly sliced. She gave me a legitimate blank stare. I waited and then politely repeated my order. She turned to the racks of bread loaves and asked, “Which one is sourdough?”

Uh Oh! The one with the little beautifully calligraphic sign that said, you guessed it, sourdough. “Can I get it THICKLY sliced?” “Sure.” As she put the properly identified loaf into one of two slicers, I recognized that she put it in the thin slice machine. I said, “No, no, the thick slice machine.” She corrected me, “This IS the thick slice machine.” Though I don’t work for this purveyor of carbohydrates, I could tell by the width of the cutting template which machine was which, but too late to correct. The deed was done and I had a thinly sliced loaf of bread. Oh, by the way, it was the last loaf of sourdough. She apologized and I said, “That’s alright,” and went on my way.

 

 

Example

At the movies, I ordered a medium Diet Coke. That will be $4.11. I gave her a fiver and she counted out the change. She thanked me and said’ “I hope you enjoy the movie.” I stood there and she asked, “Would you like something else?” “No, but I would like my Diet Coke.” What? I gave you the money and you didn’t give me my Diet Coke, thus the transaction is incomplete. She looked at me blankly. We all, unfortunately, are getting used to that look. I politely waited for a reaction and receiving none, I repeated the order of events until she finally perceived that she had yet to complete the transaction. She passed over the drink and as I had a sip on the way to the theater discovered it was a regular coke. “That’s alright,” I figured.

 

 

 

What’s the Problem

We immediately retreat from our expectations into the realm of ‘that’s alright.’ Neither of these incidents was world-changing, but both were evidence of a lack of face to face attention. This spells a lack of training and it is the core reason for our commonplace low expectations. The basics are a big deal and the basics should be the basics. If it is client facing, it’s NOT basic, it’s fundamentally critical to your desired outcome. Front facing is the empirical identity of your brand.

Check out how you’re greeted by the front facing folks at Chick-Fil-A or the Malcolm Baldridge National Quality Award winning teams at Rudy’s BBQ (when you’re in Texas). They make you feel like family and they know their stuff because they are well trained.

We expect things to go wrong, for the service to breakdown, for the ‘that’s alright’ experience.

So, if you are looking for WOW moments, look no farther than how your phone is answered, how your receptionist greets someone entering your office, how well those that are your front line warriors represent YOU.  You know what’s important and you can stop the dipped shoulders of a customer saying, “THAT”S ALRIGHT!”

Table Stakes – Stick to the Basics

 

“This is a simple game. You throw the ball. You hit the ball. You catch the ball. Got it!”

Skip – Bull Durham

We were recently in a Dazzling Blue meeting with a client, a meeting where the focus is on the remarkable small space between ordinary and extraordinary when designing and delivering a “Dazzling” client experience.

The conversation centered around a batch of new client experience ideas. One element of the meeting that was quickly glossed over was the standard deliverables, what the meeting leader referred to as “table stakes”. In my sketchnotes, I rapidly drew a stop sign, followed by an exclamation point. “Can we go over the current delivery of your basics, those parts of the product/service expected by the client?” You can’t brush the basics under the rug when talking client experience if you want to be DAZZLING. You have to be a master of the basics. You have to look at the basics as the heartbeat of what you do.

At Disney, they are always looking at the next big thing, the next must-see attraction. In fact, since the 1971 opening of Disney World, new attractions multiply like rabbits. EPCOT, Disney Hollywood Studios, Typhoon Lagoon, Animal Kingdom and the 2017 opening of Pandora- The World of Avatar. Despite the entertainment push, Disney focuses like an electron microscope on their table stakes, their basics. Let’s just look at one, CROWD CONTROL.

I grew up in Southern California and a trip to Disneyland was an annual staple. I can remember my mom telling all us over-excited kids to remember, we parked in BAMBI. The control of the massive number of guests that visit the parks (+/- 150,000,000) is a power basic for the Disney guest experience.

 

 

What does a real focus on “table stakes” look like?

  • An underground command center that monitors all things related to the guests and can give real-time responses. A yellow warning light at the Pirates of the Caribbean ride generates a call to launch more boats. The length of the line at certain food concessions generates a call to open more registers. Fantasyland a little crowded, send a mini parade to will shift the guests to Tomorrowland.
  • Anticipate the impact on your basics. Disney tracks weather on satellites. It looks at hotel reservations, airline bookings, and park history to anticipate needs.
  • Long line at an attraction will generate a character interaction. Hey, there’s Mickey!

Every “basic” impacts the product and when the product is “happiness” you better strategically pay attention. At Disney, table stakes are a science.

So, take a long hard look at those things that make up the primary stuff. At McDonald’s, it’s consistency. Is every Big Mac the same? Better be sure before you introduce a new sandwich.

Your table stakes are the heart and soul of your current reality. Before you add a bow, make sure the package is well wrapped. Remember you are judged on a daily basis on how well you stick the basics!