(Part 3 of 3 in a series)
Disney’s “Magic,” Southwest Airlines’ “Company Spirit,” and Zappos’ “WOW Philosophy.” These and other great organizations don’t necessarily focus on the products they sell. They know that if they are able to provide a memorable and extraordinary experience, the products will sell themselves. Sure, they have product development teams. But any products that are developed must enhance the experience that the companies are providing to consumers. If this isn’t demonstrated, the products simply aren’t rolled out.
Here are 3 ways that your organization can concentrate on providing experiences:
Be crystal clear on your value proposition. Lofty talk won’t get you very far. Consumers need to understand the value of a product before they will use that product. A memorable experience can help communicate that value. Put a greater focus on the entire experience of doing business with your organization rather than pushing product. Believe it or not, consumers really care about value and brand. They need specifics. They need clarity. They need reasons. Give them what they need.
Have a thorough understanding of your target market. Think about this – if you are a student in a classroom, you want the teachers/professors to have a thorough understanding of the subject matter, right? You want them to have certain skills, abilities, and credentials. Most of all, you want them to relate to you in some way. Consumers need to believe that the companies with whom they do business understand what they are experiencing, know about their surroundings and circumstances, can relate to their challenges and share their successes. If your organization has not done research studies related to demographics, consumer behavior, household financials, and employment on its service area, target market, or community – it will be more difficult to relate to the consumers in those markets. How can you possibly create a memorable experience without knowing what makes your target market happy?
Position your organization as a “solutions-provider.” Consumers with problems are looking for one thing: someone or something to solve their problems by providing a viable solution. Economics 101 tells us that people buy product to fulfill an immediate or perceived need. By their very nature, these needs are fleeting. The consumer may or may not come back to you when another need arises. However, if you are diligent in not only providing product but you also create an atmosphere that exudes your organization’s commitment to service, solutions, and experience, the likelihood that consumers will continue to do business with you increases exponentially. There are a lot of people looking for solutions right now. If your brand reflects that your organization can provide those solutions, people will take notice. If all you do is talk about your products, your message will get lost in the shuffle.
I hope you enjoyed this series of posts! I welcome your feedback and comments! Let’s continue the discussion.