Experience Think Tank's Summer Vacation

While there may be some smattering of posts through August, travel and some major projects will be keeping us busy.

Look for new posts beginning again after Labor Day.

Until then, have a tremendous summer!

Oh, The Things We Tolerate

Just yesterday, in two separate conversations, people told me about products or services they hate.

"Hate" -- that was the precise language used. Not "dislike." Not "mildly irked." HATE. Now, that's a strong emotion.

The first instance, in a discussion about healthcare, a gentleman told me that he hated his medical plan/provider. (No names here, but I have to concur about my health plan too. And I'll bet many others would say the same about theirs.)

A bit later in the day, a colleague talking about her fairly new laptop stated, "I hate this computer!" Her computer, from a top name PC brand, has been a constant thorn in her side: screen problems, keyboard problems, printer problems, etc. Follow-ups to the company often led to greater frustration.

Thinking of brands or experiences I hate, really hate, a few come to mine as well. I'll bet you can think of a few too.

What does a business, organization, service, etc. have to do to bring about this emotional reaction from its customers?! Think about it -- customers. These are the people that pay the bills, support the owners'/shareholders' livelihood. I may be going out on a limb here, but that probably is neither a competitive or sustainable business model.

On the other side of the coin, what about brands we adore? I mean really love.

I could name at least a handful for myself with Apple, MINI Cooper, and Trader Joe's included.

Sure, each of these has upset me from time-to-time. But I keep going back. In fact, not a week goes by without me evangelizing for one or more of these brands... Someone asks me for my opinion on computers? I'm all about Apple. Parking my car, people often ask about my Clubman, "How do you like your car?" Often they're sorry they asked; I give them a sermon on the virtues of MINI Cooper with the prevailing notion, "I love it!"

Perhaps one of the positive results of this current economy (I also despise terms like, "during these tough times", etc.) will be the weeding out of businesses that don't understand this notion of building their business around the needs and desires of their customer. Same goes with those that don't fully understand their employees. It will be the ones that customers -- and employees -- love that will be best prepared for the future.

In the meantime, it's just smart business.

UPDATE (July 9, 2009) - Fresh off the press... the current issue of Knowledge@Wharton has an article closely relating to this post:

Getting to 'Wow': Consumers Describe What Makes a Great Shopping Experience

"New Wharton research finds that 35% of shoppers have had an extraordinary -- or "wow" -- retail experience in the past six months. But in order to hit that mark, retailers must deliver on as many as 10 different elements of the shopping experience simultaneously. Among the strongest drivers of customer loyalty: brand experience, courteous employees and knowledgeable salespeople. Expediting the shopping process ranked high, too."

Link http://knowledge.wharton.upenn.edu/article/2275.cfm

Synthesis of Technology and Behavioral Economics

Boing Boing points us to a brilliant blend of technology and behavioral economics in the form of Bayer Healthcare's new DIDGET™ Blood Glucose Monitoring System:

"Bayer's DIDGET meter was developed in conjunction with Paul Wessel -- the parent of a child with type 1 diabetes. Paul noticed that although his son Luke was constantly losing his blood glucose meter, he could always find his Nintendo Game Boy. It was this observation that inspired Paul and Bayer to work together to develop the first and only blood glucose meter that connects to the Nintendo DS™ and Nintendo DS™ Lite gaming systems to reward children for good testing habits."

What a great new application of existing technology. Learn more about the DIDGET here: http://www.bayerdidget.co.uk

I have always thought the Nintendo DS (or Apple's iPod Touch, for that matter) would make a terrific training tool for new employees or for other specialized education. Picture this: the learner receives a free DS or iPod Touch as part of their orientation (theirs to keep, no strings attached). It comes pre-loaded with custom learning modules.

The beauty of both of these devices is their connectivity via WiFi and the Internet. This would allow for ongoing assessment and tracking, as well as collaboration with others. The extreme portability of these gizmos would provide flexibility for employees with complex schedules, at remote locations, or off-hours participation. Sweet!

The Language of Experience

Just finished watching Wine for the Confused, an informational program written and hosted by John Cleese and produced by the Food Network.

[I watched it via Netflix's "Watch Instantly" feature. But you can also view this show -- in its entirety -- on Hulu.]

Like an earlier post on tasting coffee, what was notable about this program -- apart from the Monty Python veteran's trademark quips -- was the focus on the language used to describe the tastes, smells, flavors, and related connections recalled by each wine. I appreciate Cleese making this a key point.

Acquiring and using a rich vocabulary of sensory descriptors -- is a necessary skill in fully understanding customer (or employee) experience through observation.

And all the better for discovering your favorite wines.

A Favorite Brand Lets Me Down

Has a favorite brand, product, or service ever left you feeling disappointed?

After years of waiting, one of my favorite brands just became more accessible -- a new Trader Joe's has just opened a mere 3.5 miles from my home in Saint Paul, Minnesota.

I've loved this brand since first discovering them in Southern California about two decades ago. Their selection of quality domestic and imported food, extremely competitive prices, and an engaging customer experience puts them near the very top of my personal loyalty list.

In anticipation of this opening, I've been reading the Len Lewis profile on this distinctive grocer, The Trader Joe's Adventure: Turning A Unique Approach to Business into a Retail and Cultural Phenomenon. [see Excerpts via Google Books]

It's a fascinating read that confirms much of what I've suspected/observed as a customer. The book reveals a very purposeful vision and strategy -- one that created a differentiated business model unrivaled for over four decades.

But I digress.

So, on opening day, we head out to the very newest Trader Joe's in the world. I'm excited -- about to take on a new Trader Joe's adventure...

The underground parking provides hints of the trademarked tropical experience to come

TJ orchid, localized to Saint Paul, Minnesota

Cool -- vintage suitcases just inside the entrance enhance and confirm the exotic adventure

More localization -- a mural of Saint Paul's Como Park; Hey! That's not exotic!! (though the conservatory pictured does house tropical plants...)

Now this is the kind of whimsy I expect

A mural featuring what are, recognizably, a variety of Saint Paul-style houses

Above the dairy section, a mural of the downtown Saint Paul skyline and Mississippi River; note the bicycle -- one of several displayed above refrigerated cases

For some reason, the longer I was in the store, the less connected I felt to the Trader Joe's mystique. It took a little while to figure out why...

This isn't the exotic adventure one expects from Trader Joe's. Surrounded with images of Minnesota -- not some far-off tropical island -- it feels like an ordinary grocery store. Sure, there are the unique products only Trader Joe's offers, all at great prices. This is, after all, my logical reason for coming back time and time again. But that isn't the reason thousands of fanatical customers like myself line up at grand openings, rave to friends, and have joined the cult.

I expect -- and am stimulated and excited by -- the breeze of the trade winds, not a Minnesota wind chill; surfboards and flip-flops, not a classic Schwinn bike; palm or coconut trees, not northern pines. The casual, beach-side cedar-planked walls -- while some exist -- have been largely replaced with light yellow-painted sheet rock and these all-too-familiar murals.

For that experience, I can go to a Twin Cities-based grocer (and I often do).

A number of years ago, I recall Boston Market taking on a similar localization strategy. They too had murals on their wall. I forget the exact details, but remember tomato crates with "St. Paul" labeled as a destination. For that brand, localization made sense -- "Boston" is in their name, and here they were, plopping down in a far different city. (Since then, Boston Market has considerably scaled back its operations in Minnesota.)

But Trader Joe's doesn't need to do this. They are not local -- that is clear -- and they should not be. They are exotic, equatorial, different.

Itty-Bitty, Unreadable Signage

Among my greatest pet peeves is, in fact, the term "pet peeve."

But another -- in retail and service settings -- is signage that is way too small.

Most often, it's the minuscule Visa and/or MasterCard store hours posted on too many retailers' doors. These stickers are barely visible from the curb, let alone standing an arm's length away.

But yesterday, it was restroom signage.

I was hanging out with colleagues yesterday afternoon on the dock of a great eating & drinking establishment right on beautiful Lake Minnetonka, on the western end of the Twin Cities of Minnesota. Just about everything about this place is wonderful -- with the exception of the bathrooms off the dockside dining area.

These restrooms have recessed entrances. On the approach (pictured above), there's no indication that these are even restrooms, let alone which is the men's or women's. (The sign you see between the entrances says "Shoes Required / Glass on Wharf Deck".)

Round the corner, and one is greeted with the itty-bitty "men" or "women" sign found at a typical office supply store. The text is done in perhaps 90 point -- maybe 110 point -- san serif type.

The scale of this type and accompanying man or woman graphic would be ideal in a child's playhouse, but certainly not in a public place designed for grown-ups.

Can't even image this navigation after a drink or two in subdued evening light... this must cause some interesting, potentially embarrassing encounters.

My recommendation would be larger signage outside/above each entrance with another replacing the existing sign.

What "itty-bitty", unreadable signage have you seen?

Clever Application of Laser Technology

Via Toxel.com, here is a brilliant use of laser technology -- LightLane.

Emitted from a bicycle taillight, lasers project a glowing "bike lane" on the surface of the street beside and behind the cyclist. What's especially cool about this technology is how it helps claim/define space on a night time road.

This makes one wonder... What other applications could there be for this -- perhaps defining indoor or outdoor space in and around homes and buildings.

Other ideas?

Learn more about LightLane at http://www.lightlanebike.com