Episode 114 – What Are They They Thinking? Getting Inside Your Customer’s Mind

Join us as we discuss new ways to get inside your customer’s imagination, little details that help deliver big outcomes, and the excitement that comes from figuring out if something is real or not..

Imagining, Reading, and Faking – Oh My!

[Book Report] Inside Your Customer’s Imagination by Chip Bell

Things We Mentioned in This Segment:

Disruption – by Chip Bell (featured in the Inside Your Customer’s Imagination Songbook)

• Chip Bell – world-renowned authority on customer loyalty and service innovation
• Inside Your Customer’s Imagination – 5 Secrets for Creating Breakthrough Products, Services, and Solutions – by Chip Bell
Disruption as performed by Chip Bell (from the Inside Your Customer’s Imagination Song Book by Chip Bell)
• Inside Your Customer’s Imagination Songbook by Chip Bell
• Episode 33, Season 1 Would You Do That to Your Mother? by Jeanne Bliss
• Book Bonuses for Inside Your Customer’s Imagination by Chip Bell

[This Just Happened] Help Customers Read the Fine Print

Things We Mentioned in This Segment:

• Auditor’s Office – Webster County (Iowa)
• Episode 60, Season 3 – The Warby Parker Experience

[Crossover Segment] Experience Points – Playing Fake or Fact with Neen James

Things We Mentioned in This Segment:

• Episode 47, Season 2Attention Pays by Neen James
• Experience Points – presented by Avtex
• Neen James – leadership expert, best-selling author, and world class speaker on attention, productivity, and focus
• Fake or Fact?! – Celebrity Guest Neen James – Experience Points
• What Happened? – Celebrity Guest Neen James – Experience Points
• Think Fast – Celebrity Guest Neen James – Experience Points

Host Contact Information

Email Dan: Dan@dangingiss.com

Tweet Dan Gingiss: @DGingiss

Email Joey: JoeyC@JoeyColeman.com



Subscribe to Experience This on Apple Podcasts

Episode Transcript

Download an unedited transcript of Episode 114 here or read it below:

Dan Gingiss (00:05):
Welcome to Experience This!

Joey Coleman (00:08):
Where you’ll find inspiring examples of customer experience, great stories of customer service, and tips on how to make your customers love you even more!

Dan Gingiss (00:18):
Always upbeat, and definitely entertaining customer retention expert, Joey Coleman

Joey Coleman (00:23):
and social media expert, Dan Gingiss serve as your hosts for a weekly dose of positive customer experience.

Dan Gingiss (00:30):
So hold onto your headphones. It’s time to Experience This!

Joey Coleman (00:39):
Get ready for another episode of the Experience This! Show

Dan Gingiss (00:44):
Join us as we discuss new ways to get inside your customer’s imagination, little details that help deliver big outcomes. And the excitement that comes from figuring out if something is real or not!

Joey Coleman (00:59):
Imagining, Reading, and Faking. Oh My!

Joey Coleman (01:06):
We’re excited to give you an overview of an important book you should know about as well as share some of our favorite passages as part of our next Book Report.

[BOOK REPORT][Inside Your Customer’s Imagination by Chip Bell]
Joey Coleman (01:18):
Earlier this fall, longtime friend of the Experience This Show and fellow customer experience speaker and author Chip Bell published his newest book – Inside Your Customer’s Imagination.

Dan Gingiss (01:31):
You know, Chip has actually written a staggering 24 books so far in his career, which if I’m not mistaken, Joey, even with your next book. And my next book is still six times or complaint.

Joey Coleman (01:46):
Yeah. 24 books is a really impressive body of work to say the least. And while we could certainly talk about any number of those books, what I’d love to focus on is his newest book for our discussion here today. And given that Chip has delivered so many different insights about customer experience over the years, I thought we should let him describe this newest book in his own words.

Chip Bell (02:11):
Every organization on the planet knows the only way to compete is through new products, services, and solutions. Most organizations turn to their R&D facility or best practices from other organizations or innovation centers. But wise organizations recognize there is genius and insight and ingenuity and the side, the imagination of their customers. They look for ways to get the customer to open that door from the inside, allowing them access collaboration and co-creation where their customer. But the question becomes, how do you, how do you get a customer to want to open that door, to invite you in? I’ve studied the cultures of the most innovative companies in the world and found that characteristic of their cultures are five secrets, secrets that all not only apply to an organizational culture, but also apply to relationships, especially relationships with customers. They include curiosity, grounding, discovery, trust, and passion. My new book Inside Your Customer’s Imagination provides the tools, techniques, perspectives, to go inside your customer’s imagination. How do you use these five secrets to get the customer, to invite you in? you know, a lot of organizations that you thought invented their own pop products and services came from customers. How back cake pops at Starbucks or Splash Sticks or the Frisbee or the, the Egg McMuffin. They didn’t come from corporate. They come from customers, look for ways to go inside your customer’s imagination.

Joey Coleman (04:19):
Now I love how chip encourages us to go beyond the ideas in our organization and to collaborate on new ideas from our customers. You know, lots of groups talk about having a, a skunkworks or customer insights or voice of the customer programs. But I feel like what chip is talking about is kind of taking it to the next level. Don’t you think Dan?

Dan Gingiss (04:40):
Absolutely. And especially your loyal fans are going to have amazing ideas if you just ask them and you know, the restaurant examples are great, but also a little bit more obvious, right? I mean, Starbucks has basically built a brand on people creating basically any drink they want the way nanny combination, there’s billions of different drinks. You can order at a Starbucks, but even thinking about a company that doesn’t sell food. How about something like an Intuit, which has been known for years of having some of the most engaged customers that have all these communities around the internet that talk about how to make TurboTax and all their other products better because they love the programs and actually want to help innovate and what company would turn that down.

Joey Coleman (05:36):
Absolutely. And I think there are so many companies that because of budgets or because of head count or because of just activities that they have going on often feel well, we can’t really invest in the research and development or the R&D as much as we would like to when they’re missing the opportunity to have R&D from their actual customers and get them involved. And so I think what is really unique about Chip’s book or one of the things that is really unique about the book is he gives you a playbook for how to do this, how to tap into the imagination of your customers. Now on top of that, speaking of playbook, he actually gives you a song book. Now that would be a song book, Dan. So.

Dan Gingiss (06:20):
I like this guy already!

Joey Coleman (06:21):
I figured you might. So chip is a musician. And what he actually did is he composed a number of songs that go along with the theme of the book. And so he’s got a bunch of different songs that we can play, you know, that are kind of illustrating some of the principles that he outlines.

Dan Gingiss (06:40):
Fantastic. Well, without further ado, we got to give our listeners a little taste of one of these songs from the song book that Chip Bell created for his book.

Chip Bell (07:43):
[inaudible] (signing “Disruption” from the Songbook)

Joey Coleman (07:45):
Dan, I gotta say, I love the creativity behind this. Now we’ve had some fun here on the Experience This! Show with music. And we had a singing episode that we did for the holidays, and I’m always a fan of an author pushing the envelope to try new ways to provide a content experience for readers. I mean, books have been around for millennia. And so how do you make a book stand out while you look about having you consider having different bonuses and having an audio bonus that is not the audio book, but rather the song book I thought was a really creative way to create a fun content experience. Now, speaking of the content experience, I’d love to share my favorite passage from Chip’s book inside your customers’ imagination. This comes from the chapter titled practice, eccentric listening, and I quote, “Start with empathy. Empathy starts with simply attentively listening while asking yourself, what must my customer be feeling right now? How might I feel if our roles were reversed, empathy begins by caring enough to give undivided attention. Think about what undivided really means. Not broken into parts. Empathy is enhanced through a reflective response. Receptivity to the customer’s feelings enables you to provide a tailor made reflective response that says I’ve been there as well. This gesture, another way of saying I am similar to you promotes the kinship and closeness that is vital to customer trust. Now we have spoken about empathy so many times we continue to speak about empathy on the Experience This! Show. And I imagine most of our listeners would agree that empathy is important. What I love about this passage is that chip highlights the importance of undivided attention and the importance of a reflective response.

Dan Gingiss (09:42):
You know, I happened to be reminded when you were reading the beginning of that passage about how might I feel if our roles are reversed and what most of my customers be feeling way back in season one in episode 33, we talked about our friend Jean Bliss’s book, which was called, would you do that to your mother?

Speaker 2 (10:00):
And, you know, she was sort of asking a similar question of like, can you stop and think about what you’re doing here to your customer and how they might feel? And, you know, we’ve said many times on this show, we’re all customers in our real life. So it’s not like these quote unquote customers are quote unquote aliens from quote unquote outer space quotes, quote, unquote, that’s true, but they’re just like us because they are consumers in their daily lives. So it’s not that hard to get into the head of your customers. So let’s now go to chip bell himself, the author, and have him read his favorite passage from the book.

Chip Bell (10:44):
There’s a beautiful golf course at the beginning of my long driveway, my Lake front home backs up to the shoreline, but fronts, the 13th tee box, uh, Jack Nicholas designed PGA course, it’s the setting for many golf tournaments. While the 13th hole is breathtaking, you play full hundred and 34 yards straight into the Lake. It’s the 14th hole that gets the golfers laments in the bar at the end of an arduous 18 holes, almost the entire 14th hole is played over the water where the Lake shoreline cuts deep into the golf course. Despite the fact that it’s a mirror, 186 yard par three hole, many a golfer has been psychologically distracted by the giant water trap and had their golf balls land in the water. But the best golfers know a secret – focus only on the hole. And don’t get distracted by the fact that your golf ball will be flying over water. It is a strong lesson for co-creating with your customer. It starts by having a clear focus. You can work on collaboratively.

Joey Coleman (12:05):
It makes me feel like I’m on the golf course. And combining my passage with chips, I must say that I empathize with the feeling of losing your focus because of the fear of hitting a golf ball into the water hazard. I’ve been there. I get anxious in those settings. You know, what I think is fascinating is focus is certainly something we all know is incredibly important, but I wonder how often we work to enhance our focusing abilities, what we do to get better at something as important as focusing.

Dan Gingiss (12:35):
Wait, what were you saying there, Joey?

Joey Coleman (12:38):
Yeah, exactly. Exactly. Focus on focusing, thinking of you, focusing Dan, what was your favorite passage from the book?

Dan Gingiss (12:45):
Well, I particularly liked this one and here’s the quote, “The ritual happens thousands of times every day in restaurants around the country. You’re in the middle of your meal and the maitre D or manager approaches your table with the query. How is everything? And you politely respond fine unless something is really, really bad or really, really good. The Inquirer thinks an evaluation has been rendered by the customer. The customer believes a fair-weather friendly greeting has been delivered. The question is only a question in its form, not in its tent. Sure. It has a question Mark at the end, but that is just for show. Make sure if you’re asking a question, you’re genuinely curious and earnest to hear what the customer has to say.” And I loved this because we do ask questions all the time. It might be in a survey, it might be a passing. How are you doing today? And if you don’t care about the answer, then rephrase the question such that you do, because otherwise you’re just sort of wasting the other person’s time. And I love this example because how many times have we been asked, how is everything? And truly, I probably say fine every time, even if it is really, really good or really, really bad, because you know, I’m in the middle of the conversation or whatever. And so it is kind of a wasted question. I thought it was a really good call out.

Joey Coleman (14:08):
I agree. And I love that line. The question is only a question in its form, not its intent. And we felt that when somebody asks, Oh, how are you doing today? And you’re like, you actually don’t care. I know you are asking because you think it’s the plight or the appropriate thing to do imagine instead in a restaurant scenario saying of all the things you’ve tasted on your plate thus far, which one surprised you the most or which one was unexpected or which one would you like me to bring you a little bit more of these type of engaging questions, change the conversation and to be frank, that’s why I liked Chip’s book so much. You know, there are so many books to read when it comes to customer experience. And what I loved is that Chip is offering new angles on familiar messages. Now, certainly we’ve all heard about collaborating with our customers. We’ve heard about showing empathy about practicing focused, listening, really caring about the things our customers tell us. But for some reason, when I was reading Chip’s book, it helped me to see these topics with new eyes. And it gave me new found enthusiasm for doubling down on imaginative ways to enhance customer experiences. Make sure you pick up a copy of Inside Your Customer’s Imagination by Chip Bell and find ways to take your customer interactions to new and exciting places.

Joey Coleman (15:32):
We love telling stories and sharing key insights you can implement or avoid based on our experiences. Can you believe that This Just Happened?

[THIS JUST HAPPENED][Help Customers Read the Fine Print]
Joey Coleman (15:47):
Listeners know, I recently moved to my hometown where I grew up a Fort Dodge Iowa. And because I moved during election season, I had to register to vote because I wanted to do my civic duty and vote. So I wanted to register to vote, but long story short in order to do that and to make sure I was well taken care of in time to get my vote counted. I had to go to the auditor’s office. Have you ever been to the County auditor’s office Dan?

Dan Gingiss (16:17):
Good Lord No!

Joey Coleman (16:19):
Yeah, this is the first for me as well. I was like, where is the auditor’s office and what do I need to do? And so I went online and I found out the information that I needed and how I would basically be able to register to vote and to vote at the same place at the same time while I was registering. So I was like, Oh, this is great. I can do my civic duty and we get everything taken care of. And when I walked into the auditor’s office, I observed something that I have never seen before on the reception desk, there was a little jar of pens. Now I’ve been in plenty of places where there’s a little jar of pens, but there was also a jar filled with reading glasses of different prescriptions that were available for public use. So that I presume basically somebody who’s going to read a government form or the fine print, and they’ve forgotten their glasses at home, or they need some to be able to read the forms they’re filling out. They can select a pair of reading glasses from the jar in case they don’t have theirs with them.

Dan Gingiss (17:21):
Now, setting aside the fact that during COVID I ain’t touching no,

Joey Coleman (17:25):
probably not a good idea during COVID we’ll avoid any commentary on the state of Iowa and their COVID response friends. Okay. We’re we’re just, we’re going to let that pass for now.

Dan Gingiss (17:35):
Yes, but overall, I think that’s a really interesting and thoughtful idea. I mean, I’ve seen the, like the reverse where they collect eyeglasses, you know, used eyeglasses so they can donate them or give them to people in need, but I’ve never seen here’s a choice of eyeglasses or reading glasses. If you can’t read the forums, I think that’s fascinating. And I’d love to ask them how often people use it. I mean, it must be reasonably enough because they have it, but I’ve never seen that before either. Great, great job. Noticing a di a unique experience. Yeah.

Joey Coleman (18:11):
Well, thanks, Dan. You know, as we say on the show, uh, Dana, and I say this to each other all the time, if you just pay attention, the show writes itself, folks, we can come up with these stories all day long because there’s so many interesting experiences out in the world. And I agree with you. I found myself wondering how did this happen? Did so many people forget their reading glasses like in their car. And to be clear, this, the auditor’s office is several floors up at the County courthouse. And it’s pretty far away from where the parking is. So I could see a scenario where, you know, somebody came to the auditor’s office and Oh, I forgot my reading glasses in the car and they’re not going to traipse all the way down. And then as the auditor having to read the form to the person, I don’t know, like I’m fascinated by what happened to create a jar of reading glasses sitting on the reception desk.

Dan Gingiss (18:58):
I am fascinated by that too. And I would certainly love to hear the answer. In fact, I think at some point we’re going to have to send you out to do an Experience This Live.

Joey Coleman (19:08):
I think we can do that over the auditor interview. I like it. Yeah. I think what’s interesting about this though, is the spirit of this example. I’m not saying that everybody listening should have a jar of reading glasses at your reception desk. What I am saying is we need to explore ways to help our customers do business with us. Now in past episodes, we talked about, for example, the coloring book that, uh, was available for kids at Warby Parker. So while their parents were shopping, the kids could color in the coloring book and be entertained.

Dan Gingiss (19:45):
Oh yeah, of course. That was Episode 60 in season three.

Joey Coleman (19:49):
Thank you, Rain Man, for that library reference to our past recorded episodes, listeners may or not remember that one, given that it was way back in season three, but I’ve also observed things like toys at the chiropractor’s office to keep the kids entertained while you’re getting an adjustment or books at the dentist office for if you’re waiting for a long time, you can kind of dive into a novel, these things that help people have a better experience. Why they’re doing business with you is one thing. But the reading glasses actually help them do business with you, right. To be able to see the forms you’re being asked to fill out. And so I thought this was an, was an interesting example.

Dan Gingiss (20:28):
Yeah. And I think that one of the things to remember here is know your customer. I’m guessing that people that come into the auditor’s office might be older and may have maybe more apt to need reading glasses. And that might be why I’m just guessing here, but that might be why they felt that it was necessary. You might find that your customers are technologically inclined, or if they’re sitting in a waiting room for a long time are on their phones. And so you might consider putting phone chargers in there because it’s just a nice touch and people appreciate it. And so it’s the little things that matter. We said it so many times on this show. And, uh, I think, uh, certainly if I were in need of reading glasses, I’d be really happy that they were there. And even if I weren’t, I think I’d at least notice them and sort of appreciate the gesture. Even if the gesture didn’t specifically benefit me.

Joey Coleman (21:26):
Absolutely. And that’s the thing, I’m not at a point where I need reading glasses, but I saw that and I immediately thought better of the auditor’s office. This is my first time in the auditor’s office. I’m in a new community. There’s so much negative criticism about government and government services and here I am trying to vote and I witness that the auditor’s office in Webster County in Iowa cared enough to put reading glasses in a jar for their customers or the citizens who were coming to the auditor’s office to use. So what’s the takeaway here, friends. The takeaway is not go get a bunch of reading glasses to put in your waiting room. The takeaway is to look at the places where your customers first come into interaction with you and maximize those first few minutes, make those first few minutes all about helping your customer to do business with you, helping them feel comfortable, helping them feel welcomed, helping them feel appreciated, helping them feel taken care of wherever you can anticipate what needs your customer has and deliver on those early in the relationship. That’s a great way to set a foundation for the remarkable customer experiences to come.

Joey Coleman (22:49):
As you’ve heard on the show throughout this season, we’ve got a brand new game show that we are doing called experience points and Dan and I thought it would be fun to share a crossover segment. So what you’re going to hear now is our good friend, Neen James, who is absolutely an incredible human being. You may recall. We talked about her book attention pays back in season two, episode 47, and you’re going to get a chance to hear Neen James, as she plays Experience Points and in the process wins some great money for her favorite charity. Well, teaching you a thing or two about creating remarkable customer experiences. So check out this episode of Experience Points with the incomparable Neen James

Rules Hostess (23:39):
In fake all fact examine three similar experiences. Some are real. Some are your task is to determine the fake from the fact each experience currently detected as worth 100 points. Three, correct answers will earn you 200 bonus points for a possible school of 500 points.

Joey Coleman (24:00):
Are you ready to get started?

Neen James (24:02):
Hey, I’m ready. Let’s do this.

Joey Coleman (24:04):
All right. Let’s jump into the game. So subscription boxes are all the rage so much so that the global research and advisory company Gartner projects that by 2023, 75% of all companies that sell direct to consumers will offer some type of subscription-based service. We’re going to show you three potential monthly subscriptions that someone could sign up for and you get to determine whether they are fake or fact here they are. The first one, a monthly subscription to bacon.

Neen James (24:44):
Fact! Absolutely hands down! Bacon goes with everything!

Joey Coleman (24:50):
Neen is so excited about bacon! Let me show you all three first and then you can tell us what you think they’re fake. I love that the fake, it just catapult you forward in the game. All Right. So Subscription number two, pickup trucks, where you get a new pickup truck every month subscription, number three guitars where you can get a new guitar every month. Now these are the three potential monthly subscriptions mean it’s your turn now to decide which ones are fake or fact and tell us why. So the first one is bacon. You rushed. I think we know your answer. You think it is fact. And why do you think it’s fact Neen?

Neen James (25:35):
Because everyone, almost everyone loves bacon. They may not want to admit that they love bacon, but they love it so much that they would happily subscribe to a monthly bacon box.

Joey Coleman (25:46):
I love the enthusiasm for bacon. I agree with you. I think there’s a lot of closet bacon lovers out there that may not want to admit it me. And you said that the monthly subscription to bacon was fact and you were indeed correct. There is a bacon subscription. Oh my goodness.

Dan Gingiss (26:05):
Bacon Freak!

Joey Coleman (26:06):
This one’s crazy. Yeah. It’s from a company called bacon free branding, by the way. Very cool branding. And I need to share this for those of you listening, as opposed to seeing the show via video, they offer a King size bacon is meat candy, bacon of the month club. Bacon is meat. Candy is what they call it. So big fans of bacon. Yes. Nene. You are correct. You are one for one. All right. The second faker fact option pickup trucks is a subscription to pick up trucks, fake, or fact, and why

Neen James (26:44):

Joey Coleman (26:45):
And what makes you say fake Neen?

Neen James (26:47):
Because I’m unsure about how you would handle the logistics of that. So I’m thinking from a logistics experience, point of view, you would just get kind of used to setting up all the things that you love about your pickup truck. And then you change to another one. So I’m going to say Fake.

Joey Coleman (27:04):
Interesting. And to be clear, you’re saying the experience for the customer of getting everything set up logistically, as opposed to the logistics of the pickup truck company, getting you a new pickup every month, correct? Gotcha. I like it. Well, Neen, you believe it’s fake. And in fact, it is fake! Two for two Neen! What’s fascinating about this one is there actually are car subscription companies. BMW offers one, Porsche, Mercedes. These various companies allow you to subscribe to a different car where you can go and swap out the car for a new one, but no one has done it for pickup trucks yet. So you are correct Neen feeling good. Let’s go to the third one guitars, a subscription to get a new guitar need fake or fact?

Neen James (27:53):
This is a hard one. I think he could go either way with this one. Cause I know people in my life who would happily subscribe to that box that I’m going to go with fake. And the reason I’m gonna go with fake is to be able to provide for the guitar lover who enjoys those premium products. I’m thinking that potentially the reason is because the price point is a very small market that would subscribe to that box.

Joey Coleman (28:22):
Gotcha. So Neen says fake, but sadly it’s fact, Oh, there is a group Guitar Affair. Is there a name that allows you to subscribe and get a new guitar every month you send the old one back and you get a new one, a last so close, but two for three needs. Why do you think subscription boxes are all the rage? Like everybody seems to be getting one or creating one. Why do you think that is?

Neen James (28:49):
I love being a butt and I’m one of those consumers. I get multiple subscription boxes. And one of the things that I love about it is it’s a curated experience with someone has done the work. And then, because there are certain products, for example, with beauty stores, I get samples that I go and buy the full product. So I like that it’s curated, it’s convenient. And I also liked that it’s like a little present to myself every single month. So that’s one of the reasons I like it. And I think that’s the same for most people also too, at the time of recording. But people are spending more time in their homes. That could be another reason why I think they’re increasing

Dan Gingiss (29:27):
With both the guitars and the pickup trucks. It’s more like a Netflix model. At least as Netflix started off with the DVDs where you get one a month, you return it and you get a new one. Obviously you’re not returning that bacon and they couldn’t probably rip it out of your hands. Neat. And once they gave you the bacon, but, uh, I think that’s really interesting because you have this sort of two types of subscription services, the one where you get something that you keep and it is like a present the other where you get something to borrow and you get to try new things that maybe you don’t even want to keep. I mean, I love the idea of driving a new BMW every month without necessarily having to pick my favorite. Right. Uh, so I think this is a definitely a clickable and I’ve talked with a lot of companies, including some clients that immediately jumped to this idea that there’s no way they could have a subscription box. I don’t necessarily think that’s true. Even if you’re in the service business, not the, not a product business. I think the concept of why subscription boxes work can work in almost any business. What do you think?

Neen James (30:33):
One of the things that I advocate for my clients is that if you really want to get the attention of a client, whether it is as a thank you for an opportunity you’ve had together, or if you romancing a new prospect, I often prescribe these subscription boxes because it lands on their desk or in their home every single month. And I personally had success with that in my own practice. And so I was with one of my luxury travel clients recently, and they manage all sorts of kinds of travelers, but I had found them subscription boxes for leisure, adventure, uh, cuisine, family. And so it was really interesting that when you start to drill into this, I would challenge clients to really think creatively about this, because think about dollar shave club, they instantly just kept sending it in, who knew that was going to be a thing. Right? And so I think we have to think about getting the attention of people in a different way. Subscription boxes is a beautiful way to elevate your branding. It’s a fantastic way to get to know your customers even more. So I think they need to stay.

Joey Coleman (31:38):
Absolutely. And you know, Neen, I think it’s interesting, you mentioned that idea of taking someone from the prospecting stage through to the customer stage. What I love about subscription boxes is the continued connection. It’s to your point, getting in front of that customer on a regular basis, a monthly basis. And it’s a way that’s more fun than say sending them an email that’s Oh, just checking in to see how things were going, right? None of us like receiving that email or even worse, that phone call, but having a small little gift or subscription arrive is a great way to make it about them as well. I think the more you can learn about your clients and identify what their personal interests are, if you send them a subscription box every month, they’re thinking of you, uh, anybody who’s, uh, had the chance to hear me speak knows that I’m a big fan of root beer and I’ve had a number of clients get me a subscription to the root beer of the month club and so every month when that six pack of root beer comes in, it doesn’t have their name on it. It doesn’t say, Hey, still thinking of you, but I remember who gave it to me. And so I think there’s a huge opportunity here from gifting out of curiosity, let’s dive a little bit deeper into the benefit of a business, the benefit rather to a business of considering these type of forever transactions, like the power to lock the customer in on a monthly basis. Even if it’s to your point earlier, like a small sample set, can you speak me into kind of what you’ve seen as far as the long-term value of being able to build that relationship over time?

Neen James (33:15):
If we think about attention is about connection, right? And so when you have, as the business invested your attention, and I’m getting to know that Joey likes root beer and when Joey receives that, that builds an instant, not just the connection, but a loyalty, because given an opportunity for Joey to make a purchasing decision in the future, you might have competitors, their products by be cheaper, they might be more convenient, but because of that sense of connection and loyalty, which you’ve built up through the simplicity of this gift, this subscription box, that’s part of the differentiator. And what it also do does I think is that there’s, I believe in like there’s an unconsciousness to this as well. So we have often with treating things as transactions, but if you can be more transformative and you can think about how do I consciously connect to this? How do I intentionally pay attention to this person? Not just for the short game, but for the long game, because it’s not just about influencing their experience. It’s the 200 people they’ll tell about receiving that root beer subscription box. So when you think about it as like dropping a pebble in a pond, it’s the ripple effect across not just the people they know, but the stories they’re going to tell. If they identify the essay yacht club at their chamber event, that’s the kind of press that you can’t pay for. And that’s why the simple thought of attention is about connection. It has this ripple effect as well.

Joey Coleman (34:44):
So true Neen and boy, I think plenty of our Watchers and listeners would love a subscription to the wisdom of Neen James. Dan let’s recap how Neen playing Fake or Fact?!

Dan Gingiss (34:56):
This game, correct answers are worth a hundred points. And you answered two questions correctly, which means you earned 200 points. Now that 200 points will be converted into $200. Thanks to our friends at Avtex for a donation to Operation Smile. Nice work!

Neen James (35:13):
Thank you Avtex!

Joey Coleman (35:14):
Congratulations Neen. This concludes this episode of Experience Points. Check out more games with Neen and our other celebrity contestants at ExperiencePointsGame.com. That’s ExperiencePointsGame.com. We’ll see you soon for more examples of remarkable experiences here at Experience Points presented by Avtex.

Dan Gingiss (35:45):
Hopefully you thought that was as fun as we did. Check out more games at ExperiencePointsGame.com. Again, it’s the Experience Points game show brought to you by our friends at Avtex. And hey, we just want to add this little note. We know that this week is Thanksgiving in the United States. It is a time to be thankful and Joey and I are so thankful for you, our listeners, thanks for sticking with us for so many episodes, six seasons, over a hundred episodes. We really appreciate you and are very thankful for you on this Thanksgiving 2020.

Joey Coleman (36:31):
Wow. Thanks for joining us for another episode of Experience This!

Dan Gingiss (36:35):
We know there are tons of podcasts to listen, to magazines and books to read, reality TV to watch. We don’t take for granted that you’ve decided to spend some quality time listening to the two of us.

Joey Coleman (36:45):
We hope you enjoyed our discussions and if you do, we’d love to hear about it. Come on over to ExperienceThisShow.com and let us know what segments you enjoyed, what new segments you’d like to hear. This show is all about experience, and we want you to be part of the Experience This! Show!

Dan Gingiss (37:03):
Thanks again for your time and we’ll see you next week for more…

Joey Coleman (37:06):

Dan Gingiss (37:08):