As technology and the internet continue to develop people are becoming more and more social. I can remember as a kid how it was a huge deal to make a long distance phone call because of the cost. As technology has improved it has made it so much easier to communicate with family, friends, and even acquaintances. It’s far more likely for people to establish a lasting relationship with someone living in another country on the other side of the world.
This same technology has also lead to people opening up about their personal opinions about things they interact with on a daily basis. We are quickly moving into a “thank you” economy. People instantly become far more confident when sitting behind a computer screen when they talk about experiences with things they interact with throughout the day.
It is really important for companies and brands to begin focusing more on creating memorable experiences. Customer service is quickly becoming the only thing that will truly set you apart from your competition.
The Effects of a Social Economy
A few recent examples come to mind. Recently I came across a photo that was posted of a disgusting unidentifiable object found in a Capri Sun. The mom cut open the Capri Sun and took a picture of the object then posted it on her Facebook. This quickly spread around the internet and eventually got Kraft Foods attention to the point that they created a whole FAQ devoted specifically to this one issue. Even the Las Angelas Times wrote an article about it. Heck even a Facebook Page was created about the issue. What I think is most important is the fact that Capri Sun DID respond. Although some debate weather or not they responded in a timely manner. The argument against that is they were most likely researching for the correct response. More importantly still is showing you how one person finding something in her capri sun caught the attention of millions of people. That is a BIG contrast to even 10 years ago. Companies used to be able to control these types of situations more effectively. All they had to do was deal with one person, and figure out how to make them happy. Sure she might carry the picture around to her friends maybe even invite them over to see the strange object in person. But that is only effecting a very minimal amount of people.
Another recent example is the whole “Death Grip” iPhone 4 debacle. The first day the phone released, new iPhone 4 users quickly started tweeting and reporting that the phone would lose bars/signal when holding the phone a certain way. Then Engadget reported that Steve Jobs replied in an email with “Just avoid holding it in that way.” This was a shocking response from a company who usually has a great history in creating memorable experiences. Apples avoidance of blame and lack of a solid solution continued to gain momentum until finally Consumer Reports jumped into the mix saying they couldn’t recommend the iPhone 4. That was when Apple finally started to somewhat listen. I still argue that they continued to respond in the wrong manner. They held a special press conference where they launched a page on their website showing videos of other phones with a similar problem. Which to me is essentially what a kid does when his parents say, “Stopping hitting your brother!” and the kid responds, “He hit me first!” Regardless of weather or not other phones have the same or similar issues is not the point. No one is complaining about those phones. Nor were those phones touting the superiority of their antenna’s design like Apple was.
This is a big contrast to the way Apple responded when Apple launched an updated iPhone at a cheaper price not too long after the first iPhone debuted. They immediately offered gift cards to everyone who bought the initial iPhone.
I do have to say that Apple created a VERY memorable experience to those standing in line for an iPhone 4 here at the Domain in Austin, Texas. They continuously brought out complimentary food and beverages from Chic-fil-a and Starbucks throughout the entire day.
A similar prideful mistake happened with Toyota who has enjoyed decades of brand stability based on consumers opinions on the stability and quality of their vehicles. Then recently they ran into an issue where Toyota car owners had accidents due to sudden acceleration. It took quite some time before Toyota finally officially responded to the issue and took accountability for the blame. Now they are doing their best to clean up their image through their marketing. If their primary focus would of been on “creating memorable experiences” then I doubt this would be happening.
Companies Who Are Creating Memorable Experiences
CHIPOTLE
Back in 2004 Chipotle opened up in San Antonio next to where I was living. My wife and I saw it and were curious as to what type of restaurant it was. Finally we decided that we were going to try it and walked in the door around lunchtime and we both were a bit puzzled and confused. Quickly the manager noticed this and came over and asked us if this was our first time. He quickly welcomed us in and walked us through the process and then looked over to the lady behind the counter and said, “Their meal is on me!”
I was very pleasantly surprised, but went along with it. The food was delicious and I left a happy customer. My wife who isn’t too into change or “trying new things” wasn’t completely convinced and so it was a couple years before we went again.
Fast forward to 2008 when we are living in Austin, TX and a group of us at Practice Cafe started regularly eating Chipotle for lunch. One day on one of my colleagues birthday we ordered Chipotle and they screwed up her order. I decided to write a little email through their contact form on their website. My website wasn’t rude, I simply explained what happened and added that we love their food. I ended by saying, “It would be nice if y’all could mail her a giftcard for a free meal to make up for it.”
The next day I get a phone call from one of the managers saying he heard that they had goofed up an order. He then offered to give my entire office a free lunch. I replied, “That would be GREAT, but the lady whos order you messed up is actually out of the office today.” He responded, “Oh, thats fine lets get your office lunch today and when she gets back we will feed your entire office again.”
We continued to order lunches as an office after our two free meals and two more times since they have randomly thrown gift cards so our next meals would be free as well as two or three times we showed up to pick up the food and pay, they tell us it was on them.
Beyond the FREE food (which who doesn’t love that), anytime I order food online and show up to get my food and it’s not done they hand me a cup and tell me to get a drink while I wait. Even beyond that they always seem to be happy upbeat people that work there.
CHIC-FIL-A
Although their food seems a bit overpriced in my opinion my family is constantly returning to Chic-fil-a because of their “my pleasure” approach to business. They consistently have happy employees who actually appear to be happy to be behind the counter and helping with your order. Also I love that whenever you tell any of their employees “thank you” they always respond with, “my pleasure” and a smile.
Once a week they have a family night where they have a fun activity for kids. Some locations even offer a “buy a meal get a kids meal FREE.” This has become a fun night out for our family for over 3 years now.
Chic-fil-a also will accept a coupon regardless of its expiration date. They also have another clever program where you can return the toy they give you in a kids meal for a FREE ice cream instead.
The takeaway
Regardless of weather you want to accept it or not the world is becoming more and more social and it is changing how we need to do business. It’s changing the way we interact with the world at large. The world is talking, it’s now only a matter of choosing to listen and responding effectively.
