Eye candy! It is such a really cool label. It should be a phrase that has a terrific reputation. After all, who doesn’t like candy? And, “a sight for sore eyes” is a positive and encouraging statement. Most of us see too much plain vanilla and drab stuff. But, eye candy has a shady reputation. It typically means attractive but superficial.
It’s like the apple that Snow White ate – it looks really great to take a bite out of, but at the end of the day it will put your customers in a deep sleep and not nourish them long-term.
One can also look at how customer service is delivered across your customers’ journey and see a similarity. If your customer service is simply – service eye candy – “looks good on the outside, but no depth of quality on the inside,” then your long-term customer loyalty will suffer.
In the Sixties, we called it “show window service.” You get a sense of potential service eye candy when you notice signs and posters[…] Continue...
What would he see or think if you brought in Dr. Indiana Jones to help you better understand your customers? Or, better still, if Margaret Mead or Ruth Benedict was your customer anthropology coach?
At the core, anthropology is the study of humanity. Social or cultural anthropologists seek to understand how a culture, tribe, family or clan link together through language, myths, mores, beliefs, rituals, and symbols. What is it that makes the Cochiti, Samoans, Kurds, Navy Seals, Hell’s Angels, Hatfield’s or McCoy’s a linked clique beyond their common history or shared place?
Customers have many similarities; they also have major differences. Their sense of sameness comes through a similar reading of signals and symbols with common interpretation. Their differences lie in their varied reactions to the factors that make them alike. Today’s Wired and Dangerous customers want what they want, when and how they want it. They expect to interact[…] Continue...
The dinner party was super important because of the particular guests invited. It was one-fifth entertainment, one-fifth showcase, and at least five-fifths big-deal sales opportunity! The caterer had delivered over-the-top hors d’oeuvres, the contracted chef had prepared a perfect meal, and the bottles of white wine were perfectly chilled. Then, disaster struck!
The host opened the first bottle of wine only to discover it tasted like vinegar. A second, third and fourth reserve bottles were all equally unfit to drink. The dinner party would not have the intended ambiance and style without spirits. But, as luck would have it, the wine shop owner was famous for his pull-rabbits-out-of-a-hat service.
“Matt,” pleaded the party host, “I have a major problem.” Matt owned the neighborhood wine store. After a brief conversation, Matt swung into action. He called two of his best wine customers whom he knew lived near the […] Continue...