“Unmatched. Memorable. Addictive.” – Ariel Pfeffer
Those are the attributes that every consumer experience should have.
More than 20 years ago, Thomas J. Peters and Robert H. Waterman, Jr. wrote an iconic book called “In Search of Excellence” who came into conclusion that the eight prospective principles of the excellence should be implemented in all companies. Thereafter, thousands and thousands of books were written on the same or similar subject.
But all the conclusions of all those books can be summarized in that if we achieve giving our clients an unmatched, memorable and addictive experience, we will have done so many things good that we will inevitably have gone through the processes described in all those books.
But what do these three words really mean?
It refers to providing an experience that only one can offer. It can be the lowest price guarantee, a unique product, an exclusive experience, etc. In other words, it should be something that no one else can replicate identically.
This refers to the experience which is unique, not only for the product or service itself but for the environment you’re in. It should be an experience that surprises them, makes them consider my services, asking for advice, considering the value, getting something unexpected, etc.
What this means is that the experience is so complete that when faced with a similar need for goods or services, I will not have any doubts before beginning it with that same vendor. I, Ariel Pfeffer for example, am “Addicted” to Amazon and Trip Advisor because before buying or hiring something I like to explore the experience that other people already had, and these two sites provide for each product or service lots of testimonials (reviews, customer average reviews, etc.)
Being a Barcelona fan is a complete experience. They play UNMATCHED, they beat records and they win championships creating a MEMORABLE experience and they also make partnership campaigns in maternities so that every Catalan is a partner from birth and thus ensures the ADDICTIVE component that will accompany them throughout their life.
But this goes for anything. We can analyze any experience with this filter. From the one provided by a dentist to eating a pizza in the most modest bar. From a touristic tour to the experience with the real estate agent when a property is bought. How often do we see several restaurants next to each other full and the one next door empty? Let’s analyze that situation with these filters and see where one hit and the other fails (Generally, it is not the food itself but the rest that makes up our experience there.)
Are we really doing, in our own companies, everything necessary so our clients can have an Unequalled, Memorable and Addictive experience? If all our experiences were like this, the world could probably be very boring, but it would certainly be much more rewarding.