Walt Disney once stated, “Do what you do so well that people can’t resist telling others about you.” This wisdom holds a valuable lesson for businesses: transcending the mere act of making a sale to create lasting, emotional experiences for customers.
Consider shifting the fundamental approach from merely generating sales to crafting an emotional and memorable journey for clients. Drawing inspiration from the Disney perspective, the goal is not just selling tickets to a theme park but creating enduring memories – the “Disney Experience.”
Disney extends this approach beyond theme parks, integrating the same immersive experience into hotels, restaurants, and stores. By evoking the emotional state experienced at the theme park or through their movies, Disney ensures customers willingly invest more in their offerings. Underpromising and overdelivering, a strategy of surpassing expectations, becomes a guiding principle.
In a world where many industries are becoming commoditized, with customers seeking the best deals and companies vying for the lowest prices, Disney stands out. Despite not having the cheapest prices, Disney has succeeded in providing a consistent and exceptional experience for generations.
Businesses face a choice: be a commodity or become unique, cultivating a customer base of enthusiastic fans. Merely emulating others yields average results, but taking extra steps to create passionate advocates can lead to excellence in the market.
To transform your business from a commodity to an experience, consider immediate actions. What can you do to prompt clients to share their positive experiences with others?
Creating raving fans requires more than meeting expectations or providing excellent customer service – a common practice that often falls short in today’s market. Instead, focus on delivering unexpected experiences that leave a lasting impression.
Reflect on your personal experiences with businesses. Who stands out as someone you were eager to recommend? It could be a simple gesture, such as a warm handshake or a genuine smile, or more thoughtful acts like offering a complimentary gift or a discount for a mistake.
Implementing small, surprising touches into your business operations can set you apart. For instance, an automotive shop encourages mechanics to fix a minor issue for free and notes it on the invoice. A service business sends a small free gift after meetings, and a dentist or doctor follows up with a courtesy call.
Consider industry-specific practices to “Wow” your clients. A real estate agent may go beyond the transaction, providing information about the local community, while a car dealer sends monthly thank-you cards. Hotels may offer in-room gifts, and businesses can conduct follow-up calls to gather feedback and ideas for improvement directly from clients.
Innovative approaches, such as redesigning an office to cater to a specific audience, as seen in a children’s dentist office, showcase the potential for creating unique experiences.
In essence, the key is to go beyond the transactional nature of business and make every interaction memorable. By consistently delivering experiences that exceed expectations, businesses can transform customers into passionate advocates, ensuring sustained success in the competitive market.