This Tuesday morning I joined fellow tourism nerds at a Tourism Vancouver presentation of Alex Hunter: The Art and Science of Wow.
Alex is a former Virgin America executive who travels the world as a branding and customer experience expert and keynote speaker. He’s also the host of Attaché, an award-winning online travel show, which brought him to the Vancouver Playhouse main stage.
Alex is a phenomenal storyteller; it’s challenging to take his fluid ideas and anecdotes and pull them together into something cohesive, so here’s what stood out for me:
The Internet Ruined Everything
Maybe it’s because Alex is a fellow Gen Xer who remembers the good old days of pay phones and print ads, but his statement that “marketing was the easiest job in the world until we ruined it with the internet” really struck home. He pulled up the following ad which summarizes the kinds of things Madison Avenue used to be able to get away with:
The internet comment was tongue in cheek, but he’s right that the good old-fashioned decision-making funnel has been obliterated. We can’t grab consumers with a big message (sexually harass her and you’ll be cool), hit them with some PR/evidence (doctors recommend Tipalet), and then do a little price-based sales promotion to nudge them over the line (Tipalet: now 2 for the price of 1).
Consumers today are in a cycle with more points of engagement. Marketers must strike a reasonable balance between pre and post purchase connection because our targets are not in a funnel, they’re on a see-saw adding and subtracting brands under consideration in any given moment.
We’ve moved from a push to influence at the “consider” and “buy” stages to an emphasis on talking with (not to) our customers at the “evaluate” stage (even if that means exposing them to other brands) and at the “advocate” step (encouraging sharing with their sociograph in person and online).
The Loyalty Loop
So if there’s no funnel, Alex argues, we need to pay extra attention to loyalty, which has been something of an obsession for him. The ultimate goal is to get your consumers into what he refers to as the “loyalty loop”.
You can’t have loyalty without someone feeling something, or in the words of Matthew Weiner on Mad Men:
“You feeling something. That’s what sells.”
Alex then called out Apple users (guilty as charged). When I remember back to my switch from the frugal but frustrating combo of a Microsoft Surface and a Samsung cell phone to a MacBook and iPhone in one day, I recall feeling free and relaxed.
And since that day, when I interact with Apple, I know I’m taken care of. I know where to go to get my problems solved, and they’re solved promptly, frequently exceeding my expectations. Prior to this, the tech devices in my life were a source of stress and confusion. Say what you will about the corporation, but Apple really does handle UX very well. By helping me to chill, they’ve got me in the loop!
Emotion is Greater than Reason
Alex also introduced us to Dr Donald Calne. Well, not personally, although Dr Calne apparently lives in Kamloops. Calne is a neurologist who discovered, through scientific study that:
“The essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions.”
So if we want our guests, visitors, and customers to conclude something about our destinations and businesses, then we can use reason. But if we want them to take action, we have to appeal to their feelings.
Hunter’s example was that of Coke vs Pepsi (specifically Diet Coke in his case). As a Coke drinker, I understood his story immediately. Because if somebody offers me a Pepsi as an alternative I feel incredulous and, frankly, insulted.
Coke is a special treat. It’s birthday parties, summer vacation, going to the movies in a real theatre, and Christmas dinner. Pepsi is … overly sweet Coke substitute. I will stick with water if that’s the only option.
As Alex puts it, “if brown water in a can can produce that reaction, no product or service is immune.”
The Small Stuff
Back in ye olden days, when I was a kid (so, the 1980s), businesses used to interact with consumers one-on-one. This is another thing the internet ruined, for a spell. We got so fixated on broadcasting wider and wider on the web, that we lost this connection. But we can get it back.
And it’s not that hard to do well. You’ve heard my example of being bowled over with the gift of well-timed water on a WestJet flight. And Hunter is loyal to a hotel in New York City where, time after time, they’ve stocked the fridge with Diet Coke, left a basket of his favourite snacks, and a handwritten note. The first time it was a surprise (based on a questionnaire he’d filled out). But they treat him to this every time he stays – prompting the comment “I am no longer a transaction, I’m not just a room night, I’m a relationship.”
We Are Magicians
We have all this data and the capacity to use what we know to create delight. And so many opportunities (touchpoints) to do this online and in person. But Alex cautions us NOT to tell our guests how we do it. He shared the story of a famous airline that used iPads to produce out-of-this world personalized greetings and experiences for their guests. Except in a PR move, they published a white paper on how they did it. They ruined the trick (“you don’t love me, the iPad told you”), and forgot the context of the relationship. To create magic for the guest, never forget that you are a magician.
The Handwritten Note
Take the time. Get the pen. Write the note. And for the love of everything, if you’re going to do a mail merge, do it correctly. Alex quit banking with an institution that sent him a “Dear null null” letter. I’ve broken up with a car dealership that uses my two middle names in all their communication. Get these things right the first time.
People Remember How You Make them Feel
There were so many nuggets in this presentation and the Q & A that followed. Ty Speer joined Alex Hunter on stage and they wrapped the session up with a from Maya Angelou:
“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel”
Alex Hunter made me feel excited to work in tourism, excited to bring the magic to my students, and pumped to be a better businessperson and host. You can check out his website here, or follow him @cubedweller.