Archive of ‘emotion’ category

Ramp Up Anticipation For a Better Unboxing

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?
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Testing the Boundaries of Lifestreaming

It seems that everyone is opening up online these days. Tools for lifestreaming like Twitter and Posterous encourage publishers to share all kinds of details – how else are you going to fill a 24 hour day? Each person has a different idea of what’s appropriate to post in a public forum but there are implications for the reader who digests all of these personal details as well.

Flipping through the channels last night, I ended up watching a rerun of Extreme Make Over Home Edition, usually good for a heartwarming story. The Kadzis family was featured and they seem very deserving of a new house, having adopted several special needs children and working in their community.
What made last night’s show so unusual was that the day before the crew arrived to start on the new house, George Kadzis was rushed to the hospital, seriously ill. They knew that he had cancerous brain tumors and he had just taken a turn for the worse. The rest of the show made me feel a little strange because while all of the cool, entertaining things going on at the house were happening against the depressing backdrop of George’s deteriorating condition.
The segments where ABC interviewed the family were especially awkward and I kept feeling like I shouldn’t be watching it. It was too personal. Even ABC recognized there were some moments too sacred to be broadcast and agreed not to film George in his hospital room. (Although they did have cameras there and included some wide shots with his face blurred.)

With that experience fresh on my mind, I was made aware of another person’s turn for the worse this morning via Twitter. Baby Stellan has a serious heart condition. The only reason I know that is that his mom writes about her children, including Stellan’s struggles, at her blog. The blog is well written with beautiful photography and has a lot of dedicated readers.


Prayers for Stellan
Once I was made aware of the story from a Twitter friend, I could easily follow the unfolding events by reading MyCharmingKids.net, following the #Stellan hashtag or reading MckMama’s own Twitter feed (Stellan’s mom.) Seeing the resulting stream of activity is just heartbreaking.

In both cases, I felt surprisingly sad for people I’d never met before. There’s nothing wrong with that; I think we’re all called to have empathy. But it does take an emotional toll when you take on the worries of others.

The solution, of course, is to turn off the source if it becomes a problem. That’s easy enough when you’re talking about turning off a TV show but it’s a little more difficult in the always-on, everyone’s-a-publisher world of lifestreaming. I don’t have any answers for this one, just processing out loud.

Please pray for Stellan and spread the word as appropriate. If you’d like to, you can add a graphic to your Twitter avatar to help raise awareness.
Likewise, pray for the Kadzis family. You can also make a donation by following the instructions here.