The Experience

When we engage with prospects and clients whatBeyond the table experience, we were offered
it really comes down to is the experience. Weand we took part in a tour of the kitchen and of
pay so much attention to the marketing, thecourse the wine cellar. The wine cellar holds one
website design, the brochures and yet, whatof the largest collections of wine in the world
about the actual experience?ranging from some of the more familiar to some
We hear and read stories about extraordinary,of the rarest. Row after row, floor to ceiling we
over the top customer service that explains howwere guided toward some of the more
some companies grow to mega businesses. Theinteresting bottles.
amazing story of ZAPPOS or the over the topOnce the tour ended and our after dinner stroll
customer service and experience at Disney, andthrough the kitchen and wine cellar we built up the
we nod our heads because we have eitherdesire to experience even more. So we were
experienced it or we nod our heads as a barrierescorted to their desert room upstairs. Here
thinking that this doesn't relate to our business.there is a maze of private alcoves built out of
Each business has a culture, a personality, awine casks, to sip exotic coffees, ports, sherries
structure, a process, and a channel. How often dowhile experiencing the most decadent of deserts.
we review the interactions that any outsiderFive hours later, a bill that could have paid for a
would experience when encountering ourweekend vacation including airfare, we did not
companies? From initial contact to the collectionhave a moment's regret. The experience had
call... every touch is an experience.been well thought out, orchestrated, rehearsed
This came alive for me as I am still relishing theand perfected from beginning to end and all
amazing meal I had last week while in Tampa ondesigned to take you from a good meal, priced
business. Part of my time away I was evaluatingaccordingly to an experience unlike any other you
our price structure, our service offerings andmight have known and a price tag to match.
other aspects of our company as we moveThe receptionist, waiter, table staff, tour guides all
forward in 2010. Taking an evening break, I wentof them knew the history and story of the
to the famed steak house Bern's. I knew I wouldrestaurant and even after a long hard evening of
get a great meal and heard they had anwork, each played their role with a sense of
outstanding wine collection so I was psyched topersonal pride that conveyed that they knew that
have a treat. What I had instead was a diningthey were a part of something very special and
experience. A real dining experience that tookwanted to share that with others.
nearly 5 hours.I came to several conclusions after this
Yes it was expensive and depending on the bottleexperience. First no matter how creative our
of wine ordered or the country or origin for thedesigns and marketing strategies are, if our client's
caviar you might select you could control thearen't creating an amazing experience - well we
amount of the total tab but once you are caughtmight be able to get them in the door but it is up
up in the experience, well reason might just goto them to keep them. If our client's don't have
out the window. The waiter was more like a guidean amazing experience with us then will they
than a salesman or waiter, his attentiveness tocontract us for more, rave and promote us to
answer questions and offer assistance guiding youtheir colleagues? And of course, what makes an
through a wine list that reads like the novel Warexperience with us different from our
& Peace, was helpful.competitors? How will prospects know that they
The wines ranged in price from $45 a bottle tohave engaged with something very special and
$10,000 and up a bottle so there was plenty ofwant our team to be a part of their team? What
room to satisfy anyone's pallet and pocket. Thereare we leaving to chance?
was no selling, no up grading, no promoting of sideTime to think about the experience of doing
dishes. Instead there was an engagingbusiness with your company. How do you make it
conversation that allowed the waiter to uncoverso extraordinary that prospects can't wait to
our particular tastes, appetite and of courseengage and customers can't think to negotiate
spend level comfort zone and then he madeprice or shop elsewhere? We'd love to hear from
some recommendations accordingly. He got toyou about what you are doing in your company
know us and therefore tailored his suggestions toand how you have experienced ours.
meet our desires.