Category Archives: Customer Experience

Examples of how small wins can enhance the customer experience

A small way to help your customers

I found this in a corner of a book store in New York. It’s a sample of the many staff recommendations of a few of their books for sale. What a great idea. It gets the staff engaged and proud of their knowledge and advice. And it also helps the customer make a wise decision among a treasure chest of book titles. A lovely win – win. Think of suggestions of what wine might go with what meal as another example. Or Amazon Books — customers that bought this book also bought this ... Read more

A small win – win for the environment

It’s a small thing that more and more hotels are doing. They put up a little sign on your towel rack asking you whether you can use the towel again rather then having to wash them. It’s a classic win – win. It’s great for the environment. It’s obviously very good for the hotel as it saves, time, effort and money. And we as hotel guests feel good about doing our bit for the environment. I love this example because it is simple, easy to do and the cumulative ... Read more

How to enhance the consumer experience

You barely notice them. The tiny, bite-size actions or features that can often make a big difference. Remembering your name or your favourite coffee, for example. Or as in the picture here the little sign that the room has been clean. It’s these little actions that signify a certain attitude that we care about your consumer experience. It says that we have high standards. Welcome to the new consumer experience battleground. The more brand leaders focus on the consumer experience, the ... Read more

How to annoy customers – it’s the small things

Business owners have over the years improved their customer service. Rarely do you hear of the complete screw up. And if it does happen, most business leaders know how to handle these situations. But what I have noticed is that the customer experience battlefield is now the small things. Asking 2 or 3 times for a new fork for example. Or the key that does not work when you return to your hotel room. A friend just told me that a new cafe that just visited for the first time charged them $2 ... Read more

What leaders can learn from burnt toast

This is a story of burnt toast. Burnt toast you say! Yes I was having breakfast the other day at one of my favourite cafes and I asked for another slice of toast with my scrambled eggs. The friendly staff brought out the toast but it was burnt. Now I should have sent it back or said something. But like most other consumers or customers I did not make a fuss at the time but rather have decided to write a blog about my experience. You see, a slice of toast is a small thing. The cafe is ... Read more

What can we learn from the Starbucks straw?

Starbucks has just launched a new cookie straw for use with their Frappuccino. The straw can be used to sip or dip the coffee but it also can be eaten. But watch the added calories! Other companies have also tried to reinvent the humble straw with varieties such as: – sliced pork variety or – beef or – bacon I am not advocating the use of products that are unhealthy but I am interested in this development from a small wins way perspective. Suddenly a small item (i.e. a ... Read more

How to recognise your best customers

I recently ran a course in Singapore on Marketing Creativity. The participants received a certificate at the end of the course. They all loved it. I actually enjoyed handing these out. A classic win – win. But I think there is a broader lesson here for all marketers, brand and business owners. Ask yourself, How am I recognising my best consumers, customers or clients? As this example show, it does not have to be a big, grand gesture. A certificate or a few bonus points or an ... Read more

A small yet powerful way to engage consumers

I just returned from Singapore where I ran a few courses for the Institute of Marketing there. The course I designed was called Marketing Creativity. Half-way through the course some of the participants told me about a new ice-cream place that had all these amazing flavours. So we all went off on a field visit to this venue. Ok so we all tasted the ice cream which was delicious. The staff were friendly and enthusiastic about their ice-cream. Another big plus. But what really caught my eye ... Read more

How to become an awesome leader

I think we need a new language to talk about leadership. One that talks to all current and future leaders. Here is my suggestion. Lets try and develop awesome leaders! Here’s how to do this by using the word AWESOME: Achieve results. There are many leadership models which stress various competencies and attributes but sometimes they forget that leadership is primarily about achieving results through and with people. Results count. And so does how the outcomes are achieved but there ... Read more

How to make a small difference – everyday

I recently gave a presentation to a MBA class on the Small Wins Way approach to innovation, change and leadership. I started the conversation by asking them: Could they recall a small change in their life that led to a big difference? Here are some of their reflections: - I started having breakfast each day which that I had more energy throughout the day and I stopped snacking. - I now don’t look at my email for the first hour of my working day. This means that I can do my best ... Read more