Do Your Customer Experiences Feature Unicorns?

Making customer service memorable

Published: Tuesday, May 16, 2023 - 12:02

‘I write children’s books because there are no unicorns in adult literature, and today’s world needs unicorns.” The quote came from renowned children’s book author Jackson Pearce at a weekend writers retreat sponsored by Georgia Writers Museum. The sentiment could be equally applied to a great customer experience. Customers love magical moments and enchanting connections. And at a time of worldwide stress, domestic chaos, and economic anxiety, what could be a more worthwhile goal?

We think of enchantment as the playground for children’s imaginations. But there’s a customer experience principle at play. Enchantment is the outcome when children’s stories and children’s imaginations partner to entertain, intrigue, instruct, and inspire. Enchantment isn’t a boardroom word; it’s a playground word. Playgrounds, like the circus, are for children of all ages. Playgrounds are also not a place or a park. They are simply the nature of a relationship for people who pursue fulfillment through the wholesomeness of their alliance, removing judgmental attitudes and ego-protecting shields.

Obviously, there are times when routine and standardization must be the guardrails of the customer’s experience. Settings exist in which safety is a leading feature, and circumstances laden with required regulations aren’t the best venues for whimsy. However, there are often ways to subtly guide the adventure to ensure a happy outcome.

Cracker Jack is a brand that has been around for more than 100 years. Its sweet spot isn’t the molasses-flavored popcorn and peanuts in the brightly colored box. It’s the free prize inside—a gift that is financially worthless but emotionally priceless. The enchantment lies in not knowing precisely what is ahead because you haven’t yet gotten a chance to complete your story.

Make your customer experience an enchanting journey with a surprise ending. Find unicorns in how you deliver experiences for those you serve.

First published March 15, 2023, by Chip Bell.

About The Author

Innovating Service With Chip Bell

Chip Bell has helped companies dramatically enhance their bottom lines and marketplace reputation through innovative customer-centric strategies. For the sixth year in a row, Global Gurus in 2020 ranked Bell as one of the top three keynote speakers in the world on customer service. Bell has authored 24 books; seven are international best sellers. His latest book, Inside Your Customer’s Imagination: 5 Secrets for Creating Breakthrough Products, Services, and Solutions (Berrett-Koehler, 2020), shows how co-creation partnerships enable you to tap into the treasure trove of ideas, ingenuity, and genius-in-the-raw within every customer.