Tag Archives: small losses

What can you customise?

What can you customise?
It’s been out for a few years now but Coco-Cola has been placing various names on their bottles. This idea was created and tested in Australia and then rolled out to the various Coca-Cola businesses. All the indications are that it is working. This made me think. What can you customise in your product, service or consumer experience. Perhaps I could customise my books or ebooks for example? It’s a nice example of a win – win. The customer feels special and hopefully it ... Read more

A small win – win for the environment

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

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

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

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 is your glass of water moment of truth?

What is your glass of water moment of truth?
Imagine this scenario. You walk into a new cafe or restaurant but feel a tiny bit unsure whether to stay or not. Then the waiter suggests a table and offers you a glass of water. Before you know it, you are sitting down and examining the menu. But what happened? My theory is that it was the glass of water! It’s a small action that can generate big results. The cafe or restaurant is offering you something you need and its free. A physical and emotional transaction has taken place. I ... Read more

What are the small frustrations customers have with your product or service?

What are the small frustrations customers have with your product or service?
This is one of my favourite (and I believe) insightful questions I ask leaders and marketing or sales managers. What are the small frustrations that customers, clients or consumers have with your product or service? Notice the word frustration. It’s an emotive word. These are what I call small losses. In most cases it’s a surprisingly long list. For example; – waiting in line to be served – fine print on an advertisement – or in the case in the photo, packaging ... Read more

A small program to get rid of the dumb things we do

A small program to get rid of the dumb things we do
An organisation that I do some consulting work for have introduced a program called The Dumb Things We Do. The aim of the program is to highlight then stop the many dumb things that managers and leaders all do (or are asked to do) in an organisation. It is not aimed at any person, group or function but to simply reduce the number of dumb actions or activities. It could be for example, printing off a 60 page report when sending a person a digital file might be more than enough. I love the ... Read more

What’s the most deceptive word in marketing & advertising?

What’s the most deceptive word in marketing & advertising?
There are many I suspect. But what about the word ‘from’? Prices range from…………… It’s only a small word but it can hide all sorts of dubious claims. Marketing, brand and advertising leaders believe they are being clever by using the word ‘from’. But is suspect consumers and customers see through these claims – in fact, it puts them on notice. And if you feel duped it is another ‘small loss’. For the consumer and ... Read more

What’s a small symbol with a big influence?

What’s a small symbol with a big influence?
It’s simple. The ever-present Asterix *. It seems there is one in every ad. But it can hide all sorts of nasties, exclusions or restrictions. Can anyone even see the asterix in the ad above? As asterix means different things to different people. For marketing leaders it’s a chance to mention all sorts of things they often would rather not and for consumers it means — be wary. It’s a small loss. *Watch out there is a catch. Read more