We’re in an experience economy now, and to be among the winners you need to be Re.Mark.Able.
But you can’t be remarkable all the time, because if you were, whatever you were doing would become the normal thing, the expected thing. And so you need to pick your moments. But how?
One heuristic that might help is to look for the moments in your customer’s journey with you that are transitions, and design those to be remarkable.
Transitions
Our culture already recognises that transitions are important. New Year’s Eve, a graduation, a house warming party, a marriage ceremony; they’re all celebrations to mark a transition from before to after.
What are the transitions that you and your customer go through together?
If there’s a house warming party, that means that someone might have bought a house. If they’ve just bought a house, they’ve just gone through the transition of not owning that house to owning it. Who’s involved; the estate agent, the conveyancer, the bank.
And who says, “Man, let me tell you this remarkable story about my conveyancer!”
And yet the bank, the agent, the conveyancer are all right there at this momentous occasion.
Momentous Occasions
Momentous: It’s just a moment in time, and yet it feels big.
Occasion: It only happens occasionally, now-and-then, rare.
The Oscars: It’s an occasion – it only happens once a year.
Winning an award: It’s momentous – you go to the front, people clap, and then it’s done, and yet it feels big.
Winning an award at the Oscars: It’s a momentous occasion.
Back to the Bankers
They’re right there for the huge, rare moment when you buy your first home, and later when you actually own it, and yet they almost always fail to make it Re.Mark.Able.
If they made it remarkable, when your friends ask about your new home, you would tell them about your bank, and the story would spread, and when it spreads, they win.
The experience economy isn’t just for restaurants and hotels and theatres. If the experience economy is coming for attorneys and conveyancers, it’s coming for you too.