If you stand back for a moment and a take a look around at the modern face of society, where has all the happiness gone? Does anyone even laugh anymore? It seems like these days people aren’t smiling as much, their wallets and purse strings have become tighter, and a general pessimism seems to have settled over the American societal landscape. It’s as if happiness and joy have become a commodity, while negative feelings and emotions have become prevalent. In fact, it has actually been found that today’s younger generation may never be as happy as their parents throughout the course of their lifetime, adults laugh an average of 15 times per day compared to children’s 400 times per day, and adults also average a paltry 7 smiles per day. Of course, of those 7 smiles, how many of those do you think are actually genuine? So, knowing this information, how is a company supposed to excel at customer retention when a majority of their customers are having trouble simply smiling everyday?
The key thing to remember here is that the waitress ALREADY HAD THE MAN’S BUSINESS. Once he walked into the establishment, he was essentially a closed deal. Yes, he could get up and leave, but something dramatic would have to happen, such as a confrontation with one of the employees or if there was something seriously wrong with his food. Of course, those would be negative practices by the restaurant, not business as usual like when the waitress simply served the man. So back to the point. If the waitress already had the man’s business, why would she go above and beyond when there is no guarantee that her added efforts will pay off in the long run? The answer lies in her recognition of the man’s attitude when he walked in. The moment she saw that the man was down and in a bad mood, she identified an amazing opportunity. She could use her service to SURPRISE and DELIGHT the man, make his day, and ultimately CONVERT the man into a lifelong promoter of not only her services, but the restaurant’s services as well. It didn’t even take much extra effort from her. All she did was change her mood and surprise the man with an extra drink. This alone made his entire day. Simple things like these speak volumes to people.
Starbucks recently performed their own version of SURPRISE and DELIGHT by simply using an app that brought their coffee cups to life. Any customer can download the app and use it on any cup that was purchased from Starbucks. By flashing your phone’s camera on the coffee cup, it triggers the app to introduce you to several characters which you can play around with and learn about. The app also includes traditional and social sharing abilities which allows users to send eCards along with holiday offers from Starbucks to anyone that they know. The app allows Starbucks to not only SURPRISE and DELIGHT their customers, but it gets them engaging with the company and reinforces the Starbucks brand in their minds in a positive light. This is a little effort that did huge things for Starbucks because customers recognized Starbucks’ efforts to go above and beyond to DELIGHT them. You can see specifically what the app did in the video below.
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