Organizations often want to create “wow” moments while forgetting what could really help them to create long-term relationships with their customers. Colin Raney writes about how organizations should go for “of course” instead:
“Most companies are looking to “wow” with their products, when in reality what they should be looking for is an “of course” reaction from their users.
If you really understand your customer and you’re aligned with what they want, shouldn’t they be looking at your offering and saying to themselves “of course”?
- Hey did you hear the new Google phone is a completely open architecture? Of course it is.
- Hey, you know my TV was broken on my Jet Blue flight. There wasn’t an open seat, so they gave me a discount voucher for my next ticket! Of course they did.
- You know, I wanted to go camping on the west coast but I didn’t want to lug my gear. Did you know REI rents camping gear? Of course they do.
- Man, the shoes from Zappos didn’t fit, but returning them was no hassle at all. Of course it wasn’t.
Each of those examples are actually extremely phenomenal in their own right, but in the context of their brand the acts become expected. It’s some sort of higher order of consumer connection. You only reach that place if you take the time to know your customer, know your market, and really know how to deliver.
That’s not “wow”, that’s thoughtful design, incredible focus, and lots of hard work.”
