Creating Experiences That Resonate

When my wife and I stayed at a Doubletree, the experience wasn't perfect. But as we settled into our room, I scanned a piece of material describing the brand's "Create a Rewarding Experience (CaRE)" philosophy of service.

This philosophy struck me; recently, I have been reading up on several businesses which focus on guests' experience rather than solely on the product or service. In fact, as the market for companies offering services continues to expand, the buzzword seems to be "experience economy".

Of course, focusing on or even marketing an experience seems simple when you're offering hotel stays, vacations, or even, in my case, funeral services. It would seem the philosophy is limited, then, to a service-market segment.

Not true.

Consider Starbucks. In his book, The Starbucks Experience: Five Principles for Turning Ordinary Into Extraordinary, Jim Michelli explores their success Check out The New Gold Standard for more of his insights on creating an experience worth talking about. Even when offering a product, experience is key to building a following or customer base to which price seems of little import when compared to how you make them feel. 

Experiences that Resonate:

Not Only Exceed but Create Expectations.

Call it being spoiled or having your eyes opened; when a customer, client, or guest has an experience that resonates with her, she will measure future experiences by that standard. She believes there is no better way to experience coffee than from a friendly, energetic barista with free WiFi and a clean, inviting community. Why would anyone want to do it differently?

Meet Unspoken Needs.

Most people will only be directly involved in planning between three and five funerals in their lives. They have questions but aren't sure what or how to ask. Because I care for 65-80 families in a given year, I know what they need to know. When I'm ready to answer the questions families don't know they need to ask, when I provide for an unspoken need, it instills confidence and brings comfort that resonates with my client-families.

Stick With Them

Recently, a fellow Funeral Director received a Christmas card from a family he served over two years ago. "Resonate" is more than just a word; an experience should touch someone deeply. As I mentioned, Starbucks has a reputation for creating experiences that stick. Imagine a stressed student fretting over finals. In her haste, the student drops her latté on her way out. Ugh! But when a caring barista rushes out to help and replace her beverage, an experience has resonated-- and will stick-- with a guest.

Come From the Heart

Those who create experiences that resonate are deeply invested. Whether it's at a hotel, coffee shop, or funeral home, these people are dedicated to producing the perfect experience. An insincere effort- or a push by management to drive revenue by increasing "perceived" value- may succeed in merely satisfying guests, but will never produce that WOW experience.

Whether you're a leader in your business, church, community, or peer group, you've got to find a way to resonate with your audience. When you do, your relationships will flourish. The rest can't help but follow.

In the comments: How do you create experiences that resonate? Has an experience ever resonated with you? How did you respond; what did you do with it?

My Hand-Writing Is Awful

Penmanship is not a strength of mine. I write in blocky, inconsistent capital letters. I usually joke about writing like a doctor-- now if I could just get paid like one! Despite my fault- and even my insecurity- I still hand-write hundreds of notes each and every year.

As the funeral industry adapts to meet a market shifting from burial to cremation, maintaining true value amid decreasing revenue presents a challenge set in unfamiliar territory. To extend the analogy, the journey has its Jacobs and Calebs and its ten other guys; an entire blog could explore the topic!

Through this recalibration, we've found something remarkably simple that really works to express value through genuine relationships: good old-fashioned hand-written notes. In our client-family satisfaction surveys, they are without a doubt the most-mentioned items in open-response sections. In fact, often our notes yield thank-you notes of their own!

Why? Because hand-written notes, even in at-least-legible chicken scratch, are personal in a world trending the other way. People yearn for human connection, especially in a time of loss. Because you've poured your heart through a ballpoint pen and made yourself vulnerable to mistakes and even scrutiny, your client will appreciate the sincerity of your effort.

Great notes should:

Acknowledge and Appreciate

In sales situations, this comes easy. When your service requires more tact than "Thank you for your business," your note must acknowledge the wisdom or contribution of a client's choices. It may simply acknowledge an important relationship anniversary. In our case, the note must acknowledge the loss of a loved one and the value in the client's choice to honor him or her. The note must also express genuine appreciation for the privilege of serving your client. Both of these components must be handled with the details of the client's needs and the service you provided in mind. Using general, canned phrases is no better than buying generic, pre-printed cards.

Continue a Genuine, Personal Connection

If you've done your job during the consultation or sales process, you share a special bond with your client. Use your note to build on this. The key word is genuine. Allow your heart to speak through the note and keep your tone as human as possible. Speak to the client's individual situation and be sure to include personal details that show you care.

Extend the Experience 

I've written about experiences that resonate. Since this hand-written note may be your last contact with the client, you want to make sure that it resonates with her. She should think "Wow! He hasn't forgotten me or my family!" A great hand-written note gives a client's experience the end-point it deserves while solidifying a relationship that will bring her back to you the next time a need arises. Without a strong exclamation point, the experience will simply fade away.

Hand-written notes don't just apply to the business world. Boxes of stationery and note cards are inexpensive investments. Start a habit of sending notes after meetings or parties and see how your relationships benefit. The payoff may be slow in coming, but it is monumental in scope.

In the comments: When is the last time you received a hand-written note? Do you make hand-writing notes a habit?