Creating Memories is the Holy Grail of Customer Service
No company or brand that can do that—only a person!
Anyone who’s been in a relationship knows that much of the time things are rocky; arguments happen. Anyone married can attest to that. But there’s always those times, those memories that, well...are remembered. It’s those memories that cerebrally push aside all the “day-in, day-out” squabbles. It’s the way our brain works. Synaptically, we cannot remember everything—our brain has to choose.
In a way, our relationships with our customers are really no different. We remember the out-of-the-ordinary experiences—whether good or bad. Our brain focuses on the fringe. We remember that waiter who arranged for us try out a new menu item before we took a chance on it. We also remember the time when we couldn’t return that item one day after the return period expired—just because it was company policy. And, we remember bad situations made good, like Carlos and the quarters.
We don’t remember getting our food on time. We don’t remember things going smoothly. Those things just fade away, a casualty of selective memory.
Why is it then, most companies only concentrate on making sure things run perfectly without event—hoping nothing bad ever happens? That, unfortunately, won’t create any good memories either; just no memories at all. Every firm wants to have relationships with their customers, but they don’t do anything to create the experiences that will be the foundation of these relationships.
In reality, a company can’t have a relationship with you, only another person can. Pac Bell couldn’t do what Carlos did. And there’s no way to write that situation into a training manual. But how many employees are trained in making memories and remarkable experiences—and empowered to make them happen. I would guess not many. It takes an engaged employee to turn a bad situation into a great one—one that will be a building block of a long-term relationship between the customer and your firm.