A few weeks ago my partner Chris and I were working in Thailand. On the second night into our trip we booked into the teppanyaki restaurant in the hotel. Great food, incredible service and overall, a fun night. But what made the experience unique and memorable was what happened at the end of the night.
When we were finishing up, our waitress asked if she could get a photo with us. We obliged, thinking she’d mistaken us for someone famous.
When we checked out of the hotel the next day, we were presented with the photo in a frame as a memento of our evening. It was a nice touch and took a great experience and made it a tangible memory.
With our work commitments complete, we spent the next few days relaxing at The Racha, a beautiful island resort off the coast of Phuket. One of the many activities on offer at the resort was a traditional Thai cooking class, an opportunity we jumped at.
After learning the secrets of perfectly balancing the flavours in a thai beef salad and how to make an authentic green curry paste, we were coached through how to prepare a four-course thai banquet, that we then got to sit down and feast on with our thai chef master.
At the end of the class we were presented with very official-looking certificates of completion. It was a moment of ceremony that truly enhanced the experience.
Creating ceremonious moments throughout the customer journey is a powerful way to enhance the experience, for several reasons:
1. Emotional Connection: Ceremonious moments create strong emotional connections between consumer and the brand. These moments can evoke feelings of joy, surprise, appreciation, or belonging.
2. Differentiation: In a market where products and services are becoming more commoditised, creating unique, ceremonious moments can significantly differentiate one brand from another. This differentiation isn’t just about what is sold, but how it’s sold and the experience surrounding it.
3. Word of Mouth: People are more likely to share exceptional and emotionally charged experiences with others. A ceremonious moment can turn a customer into a brand advocate, sharing their experience through word of mouth or social media, amplifying the brand’s reach and impact.
4. Enhanced Perceived Value: Ceremonious moments can enhance the perceived value of a product or service. When customers feel special and valued, they’re often willing to pay more for the same product or service because they’re also buying the experience and the feeling that comes with it.
Curating ceremonious moments for your customers can be a powerful brand differentiator.
Am I going to hang my teppanyaki photo and Thai cooking certificate next to my university degree and other awards? Probably not but they do serve as a reminder of the power of enhancing the customer experience and taking an everyday moment and making it a little special.