In the video below, Scott Keffer explains the Predictably Delight Framework during the Double Your Affluent Clients Bootcamp.
Predictably Delight Framework
(Below is the transcript from the video.)
All right, so let’s look at the predictably delight framework. Okay, so first thing is, define your experience. Define your experience. We’re under the predictably delight tab. Next is, deliver five star service, deliver five star service. Consistent communication, consistent communication. Mini gift surprises, mini as M-I-N-I, mini gift surprises, and creative reminders, creative reminders. All right, so what’s this? Find your experience, five star service, consistent, mini, creative reminders. When you think about the word “delight”, what’s that make you think of? Happy, sure, I think that’s right, right? The result is an ever-improving process to retain every right fit prospect through delight.
To me, delight equals joy, having fun. Smiles, right? How many have read Experience Economy? Okay, so work is theater. Work is theater, and every business is a stage. Every business is a stage, so if you start to think about what you do as a production, and we all play a role, right? There are roles in every production as well as props, and the whole point is we’re delivering, and they talk really about the power of the experience economy, how that’s changed, so this is our … Was this our first, Sharon, mastery coaching?
We do group sessions with our coaching folks. We went out to Zappos, this was the mastery coaching experience out at Zappos. It was really interesting, and the one thing that stuck out was how Tony Shay really focuses on culture, but his whole thing is about creating happiness, delivering happiness. How many read Tony’s book, anybody read Tony Shay’s book? Delivering Happiness, so to me, wants, demands are wants, demands equal wants. Desires are wishes, and delight is about wows. Today, yeah, you know meeting clients’ demands is no big deal. Meeting clients’ desires, that’s pretty good, their wishes, but creating wow, see, wows are memorable, right? They are experiences, because ultimately what you want to do is become such woven into the fabric of your clients’ lives that they can’t even think about disconnecting, right?
Disconnecting, delivering experiences, and that’s what Zappos does. How many bought shoes on Zappos? Just go out and buy a pair of shoes on Zappos. You just, the experience, you have 12 months to return them. You can buy as many as you want and send them back, it’s an amazing experience.
Regardless if you wear them?
Yeah, you just send them back, you have 12 months to send them back. Why? Because they thought about, what are all the reasons you don’t want to buy online? I can’t try them on, wonder if I get the wrong pair, you know all that stuff, so that took all of that away, but they’ve got this entire floor of customer service. Now, the story goes that Tony Shay and the leadership group are out for a leadership meeting, and it’s late, and so this is a 24-hour service, so it’s after midnight and they decide they’re going to call, they want to get a pizza. We’re going to call our service number, we’re going to call Zappos and say we want a pizza.
They call up, and one of the service ladies gets on, and they say, “Hey, you know we’re just calling you. I understand you guys deliver happiness, happiness for me means a pizza.” The lady says, “Can you hold a minute?” She goes off, comes back about 30 seconds later, she said, “Where are you? Okay, there are three pizza places. What would you like on your pizza? I’ll order and have it delivered.” I don’t know if that’s kind of the Nordstrom, how many have heard the Nordstrom story? Somebody brings tires in, “We don’t sell those here,” but it’s one of those that creates a culture of delivering happiness. That’s why you have to be selective about who you deliver it to.
The whole idea is, are you a commodity or are you in experience? Are you a commodity or are you an experience? You can get beans out of the jungle, you can get them from anywhere, and essentially for 25 cents a cup, if you put them in, you sell them, it’s 50 cents a cop. If you roast them, it’s $1 to $1.25 for a cup. If you deliver an experience, you can charge $5 a cup. Now anybody, how many have read, what’s Schultz’s book? Rebound. What is it? Onward, thank you, yes, Howard Schultz’s book. Schultz leaves Starbucks, he comes back, think about this, January of 2008, he takes the company back over as chairman. Then he closes the company for an entire day three months later, and he retrains all of the baristas, and he gets them back sort of to their knitting.
Of course in the fall of 2008, what happened? Yeah, now think about it, if you sell $5 coffees, what do you think is one of the first things to go in the fall of 2008? Okay, we’re not buying $5 coffees. They know he survived, he took the stock from $8 a share back up to $34 a share. It’s a great book about getting back to what’s value, but the whole idea for him came from getting a cappuccino in Italy and sitting in a little café, and he’s saying, “I want to bring that to America.” To which his boss at the time, who was a coffee wholesaler, said, “You’re on crack. That’s never happening. That will never happen here in America,” is what he told him. “You will never have a retail coffee thing like that, you’re just … No.”
He went out, he left the company, raised the money, started the retail operation, and eventually went back and bought the roasting company from his original boss. That was probably fun, here I’m writing a check and buying the company from the proceeds I have from the thing that didn’t work. What is your experience? Write down a couple of words that would define your experience. What is your experience? Think about what would you like your customer to feel, and then you drive that back to a couple of symbols that they can get. For us on the retail side, when we were doing planning, we thought about Ritz with warmth.
The Ritz experience with warmth, it might be you would say The Four Seasons, right? Everybody gets sort of what does that feel like, so when I say “Ritz”, you have a sense of the level of service. You’ve got to think of a couple of symbols that make sense. Today, we’re Disney and Dyson. Disney, how many understand what Disney is? What is Disney about? Magic, right? We want you to experience when you come here, magic, like, “How does this happen? This is really cool. It’s amazing.” Also, this was a couple of years ago, once in awhile I get it right. One of the things that Beth says is when I’m putting on makeup in the bathroom, it’s really warm in there, you know but you don’t want to stick anything in that looks like an old box fan.
Dyson makes a bladeless fan, have you ever seen it? They not only make cool vacuum cleaners, they have this bladeless fan. I mean, it’s amazing and it looks amazing. I got her one, she said, “Yeah.” Dyson is about beauty, it’s about elegantly crafting and carrying out something, so we’re about Disney magic and Dyson, right? Elegant execution, so those are the kind of things that help us. You should have experience, what does our experience look like? This is a great project to sit down with your team and say, “What do we want our our best clients to feel? What are some words that define that? Then let’s pick some common places or common experiences so everybody gets it.