We talked a while back about how the moment the customer opens their shipment is the climax of the customer experience and the ultimate single make or break point for brand delivery. By that time, the results are beyond our control as marketers. Once the product leaves the warehouse, the die is cast.
Before we get to that point though, we do have chances to influence the final impression. It’s our job to tip the scales in our favor as much as we can. To do that, we must build anticipation for the solution that our customer is waiting for until they can’t wait to tear open the package when it finally does arrive.
The only real caution here is to avoid setting expectations beyond what your product or service can deliver. The product has to come first and I’m assuming that we’ve already got something that does its job. And it’s always wise to save a few surprises for the very end. In the meantime though, there are plenty of ways to whet the appetite.
- Make estimated delivery updates available at each phase of completion
- Offer a photo or PDF of your customer’s custom product before it’s boxed up and email it
- Display happy testimonials on your order confirmation emails
- Send an email with tips and suggestions on how to use their product in the days before it arrives
- Mail a handwritten thank you note on the purchase date or email a short comment that is unique to them
I’m sure you can think up many others. These are not cheap marketing tricks though. Anticipation is part of the customer experience. And it’s an opportunity for us to increase customer satisfaction because people want it.
The process surrounding a product is part of the product. Once you’ve created a pleasant expectation in your customer’s mind, they’re very likely to have a positive ultimate experience (unless you completely botch the job.) Think of how good a bakery smells in the morning. Once you’ve got idea of a warm, tasty bagel in your mind, and spend 5 minutes waiting to get a fresh one, chances are you’re going to be happy when you get it.
Most of the time the reason behind this dynamic of persuasion is cognitive dissonance – people don’t want to disagree with themselves. When you buy shoes online, you’re placing your trust in that shoe retailer. You’ve paid your money and, in a sense, placed a bet that you’ve picked out the right company. You want your decision to be affirmed as a good one and will tend to lean toward that conclusion when the shoes arrive.
One of the old sales tricks that salespeople employ is to get the prospect saying yes, even if it’s not directly related to a sale. Once they start saying yes to the small things, they’ll be more likely to keep saying yes. In our case, they’ve already said yes to the big question; they’ve made a purchase. We’re trying to keep the momentum going past the sale and into the product unboxing.
By maintaining contact with customer pre-delivery, you’re making that pull toward a happy conclusion a little stronger. In various ways, you’re telling them ‘you made a good decision, you’re going to be happy when your product arrives, you are a smart shopper…’
Once the customers internalize those messages, they’ll start repeating them to themselves and others, expanding your branding statements even further.What are some ways that you can create positive anticipation that can add to your customer’s experience?