Come to think of it, my life as it is today (and has been since I was a teen) has been based on my first experience as an audience member at Second City in Chicago. I saw my first improv show as a teenager and fell in love with it because of how the players made me feel by engaging me. From there I took improv classes, changed my major from accounting to communications and started a career in radio/television/film. And today I own two companies that revolve around improv ... and all from that experience that "moved" me as a teenager. And the word "move" comes from the latin word "emovere", which means to create an emotion. As human beings we make more decisions based on emotions than we care to admit. We hunger for positive emotional experiences to connect us, to create meaning and purpose.
Back to Flying Fish Public Market & Grill, some of you may have seen videos about fish markets that throw fish around while singing. It's what brings customers into the market - it's entertaining, it makes the mundane activity of shopping for fish a fun activity. It's added value to the purchase. At this Flying Fish restaurant, I watched the same type of thing going on. The manager was showing a more seniored customer how to throw a large fish at one of the guys in the kitchen. She was adorable, perfectly dressed for a classy night out and there she was with latex gloves on, getting ready to throw a fish, all while her husband and another couple were taking pictures and other restaurant guests were watching. While this may sound silly to some, I watched the husband gratefully thank the manager for this. There was something in his eye that was emotional about the experience his wife was having. Call me a romantic, but he was touched to see his wife experience this moment. They will always remember that restaurant and better yet will probably return.
We try to do the same thing in Uptown with Carolina Improv Company, especially with children. When kids make suggestions that get used in the show, the look of delight on their faces is overwhelming. There is nothing more exciting to them. And the parents are more thrilled to see their children so happy. We've had parents tell us that their kids said the highlight of their vacation was seeing our show. Isn't that what it's all about? Parents wanting to give the best experiences to their children AND look like rockstars to their kids? We all have that emotional need to be loved by children, parents, spouses, etc.
If you're a business owner or work for a company that strives to retain repeat business, what are YOU doing to create an experience for your customers/clients? What are you doing to create an emotion or "move" them to love you?
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| Customer with manager at Flying Fish in Myrtle Beach |
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One thing that I can think of that I try to leave an impression on a customer by being myself. Let me explain. I get many many emails on a daily bases. Some special orders some vendors all different types of emails. In every response I make a point to answer their questions or concerns but I also answer them in such a way that they will feel like it is a real human with a personality on the other end. I believe that this develops a relationship with the other person. It is hard over email to do such a thing but over time it can be done. Most special orders involve about 6 emails back and forth. Each email I make a point to thank them add some fun. Although this takes more time and effort I believe it is essential to developing a meaningful relationship. People are more willing to buy from a person they feel has a sense of personality than a generic email of price and phone number for more info. It is all about creating a brand and image that people will remember.
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