Tuesday, November 03, 2015

Then and now, we’re here to wow

I have a friend who runs a relocation company. 

Mergenthaler specializes in commercial moving, from local to national to international. Of course, there are seven thousand other moving companies in the country. Relocation is a twelve billion dollar industry. And so, the question is, why do customers choose them over the competitors? 

Listen to this. Every time a team of movers shows up at the business they’re scheduled to relocate, the moment they knock on the door or walk in the room or approach the reception desk, the team leader literally holds out a card that says, we’re here to wow. Like a private investigator from a film noir who shows up on a rainy night to let the damsel in distress know that everything is going to be okay. 

Mergenthaler doesn’t just promote wow, they personify it. Visibly, tangibly and memorably. Their mission instantly becomes more than a statement. And their level of service always follows suit. 

It’s a perfect example of psychological priming. How expectation determines outcome. How we can set our customers up for an optimal experience by planting a seed of wow in their mind at the onset of the service process. By flashing that card at ground zero of the interaction, the movers create a moment. And because it’s unexpected, funny, friendly and colorful, it creates a layer of confirmation bias that influences customers to have a relocation experience that confirms their positive preconceptions. 

What makes your mission more than a statement?

For a copy of the list called, "71 Things Customers Don't Want to Hear You Say," send an email to me, and you win the list for free!

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Scott Ginsberg
That Guy with the Nametag
Author. Speaker. Strategist. Inventor. Filmmaker. Publisher. Songwriter.  

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