My daughter Azalea just had minor surgery. Everything turned out just fine, but ahead of time she was a little nervous. Specifically, she was concerned about being wheeled away from me, into the operating room.
Enter… The Bubble Parade!
To ease her fears, the pediatric nurses created a “bubble parade” by blowing little soap bubbles from a wand as she went into the O.R. Immediately, Azalea smiled and forgot to be afraid.
As a parent, I felt gratitude for this small but meaningful touch.
The Bubble Parade: Great example of a fascinating customer experience
As a marketer, I was awed:
I’d just witnessed my daughter’s customer experience switch from anxiety to anticipation in less than 10 seconds.
This interaction was:
» Simple to execute
» Immediately beneficial
» Virtually free
» Replicable
» Rewarding for both the customer and the employee
This moment reinforced my belief in the power of fascinating customer experiences to build connection and loyalty, often with little time or expense. The hospital was no longer a commodity– it was a hero.
In my book, I outline six Gold Hallmarks for a fascinating brand or experience. The first Gold Hallmark is: Create a strong and immediate emotional connection.
Marketers talk about “emotional connection,” yet rarely do we literally help customers literally feel an emotion. When we do, we can transform our customer’s entire experience.
What is your company’s version of The Bubble Parade?
If Florida Hospital can turn the sterile environment of the O.R. into a magical Bubble Parade, what tiny detail could transform your company’s customer experience?
Can you identify a pain point in your buyer’s process.. and turn it into a high point?
How can you involve your employees in the process of doing something heroic for your customer?
If you can find even just one way to engage your customers, you can switch them from avoidance to attraction. (Azalea has already asked when we can go back to the hospital for another play date.)
Now, here’s my question for you:
Have you recently had an unexpectedly simple yet power experience like this? Something that sparked a strong and immediate emotional response toward a product or service?
Tell me about it! Leave me a comment below. I’m always looking for new examples to highlight and share.
JUICY TWEETABLE BITS
The Bubble Parade: A magical example of fascinating customer service: bit.ly/Q2zNu4 by @SallyHogshead
How a hospital uses bubbles to heal children’s fears: bit.ly/Q2zNu4 by @SallyHogshead
Does your company have its own version of “The Bubble Parade”? bit.ly/Q2zNu4 by @SallyHogshead
{ 2 comments… read them below or add one }
Sally,
Sometimes something as simple as a smile can have a magical effect.
Recently, I had to stand in line at my bank. Normally I would use the ATM but this time I had to purchase a certified check and that required a live teller.
I was not expecting much. Banks are not known for their friendly customer service. After having stood on line for about 20 minutes, my patience wearing thin, they finally called me to the counter.
I handed the teller my bank card to begin the transaction. She smiled and asked, in a most pleasant tone, “how can I help you, Mr Zazeela?”
I was taken aback at her polite question and even more so by her genuine smile.
It often seems like smiles are in short supply in the business world; so much so that when they are offered it is a welcome and pleasant surprise.
Smiles cost nothing but can buy a lot.
Cheers,
Marc
Sally,
This reminds me of David Kelley’s TED talk: How to build your creative confidence. At one point he shows how a MRI machine at a children’s hospital was painted to look like a pirate ship. It became more like a Disney theme park than a diagnostic procedure and the percentage of children that required sedation for their MRI dropped by about 70%. Same technology. Completely different experience. So wonderful!
Bonnie