This morning, I read this post (Why Satisfaction is Dangerous) from the Disney Institute Blog. By the way, if you're not a regular reader of that blog, I highly recommend it. For me, the primary takeaway was to try to turn every transaction into an interaction, and then a relationship, with the end goal being customer loyalty.
I went into several shops, and explained what I was looking for - something bronze.
- Some merchants showed me everything they had, that was bronze.
- Others asked me questions about my wife; what is she like? Does she have any favorite household objects? How does she decorate?
- One merchant helped me find some bronze napkin rings that would go well with our wedding china. As she was carefully wrapping them, she gave me her business card, and asked me to email her to tell her how my wife enjoyed the gift. Oh, and she wished us a happy anniversary.
That store has become my go-to spot for all gifts - birthday, anniversary, mother's day, etc., because I know that I'll get it right. And it all began because the merchant made the transaction a deeper interaction, which ultimately lead to a relationship I rely upon, whenever I need the perfect gift.