Adapted advice from the Experience This! podcast with Joey Coleman and Dan Gingiss.
In episodes 33-34 of Experience This!, a customer experience podcast series, hosts and CX experts Joey Coleman and Dan Gingiss discuss a simple philosophy of how to treat your customers and a remarkable way of getting personal with them.
Make mom proud
Dan and Joey begin episode 33 by explaining how to create a new way of thinking about your customer experience with advice from Jeanne Bliss’ book Would You Do That to Your Mother?. It involves returning to those childhood lessons from your mom about sharing, trusting each other, being nice, and treating others as you would want to be treated. All of mom’s philosophies and guidance apply for how to behave in business. Joey summarizes, “If we’re not treating our customers the way we’d like our mother to be treated, we should adjust how we approach customers.” Be the person your mom raised you to be. This includes giving people the benefit of the doubt and operating in an organization where the business will do the same.
By using mom’s advice of focusing on the right thing to do, you’re going to generally make great decisions for your customers. Companies will advance and remove the pressures that restrict customer driven decision making. Customers and partners become a balanced relationship, placing employees in positions to act at work like they would act at home. Remember, as Joey says, “Do unto others as you would do unto your mother.”
In episode 34, Dan and Joey review a unique way one company allows you to bring a sense of personality and surprise to the customer by using snail mail. Punkpost, a web-based platform, allows you to easily send mail (yes, actual letters) to customers, community members, potential clients, and more. Customers place orders via Punkpost and a handwriting artist gets to work turning a typed message into a custom handwritten design on a card of your choice and mailed within 24 hours. What effects does this have on the customer experience?
Be unique. Snail mail stands out amongst the plethora of emails. Customers receive so many emails every day which eventually get deleted or archived at best. In order to stand out, you have to do things different and change it up every now and then. Provide people with that element of surprise. Physical cards give you the opportunity to create a memento and an interaction.
Never go out of style. Handwritten notes are memorable. As much as we have moved onto the digital world, handwritten notes will hopefully remain timeless. They allow you to be remembered and create a remarkable experience for the customer.
The first card is free on the app, and after that, they start at $5. Next time instead of sending out that email, try bringing a sense of creativity and fun back to your business which some people may have forgotten.
To learn more about how to create a simpler and memorable customer experience and other CX lessons from Episodes 33 and 34 of Experience This!, listen to the full episode.