The Intersection: Intersecting Principles of Successful Business with Successful Magic
Intersection #4: Ability to Deliver Surprise and Delight to Customers and Make Lasting Impressionsfeinsmecker strømper wiener-bronzen.com red-gricciplac.org toploisir.com wiener-bronzen.com mads nørgaard taske toploisir.com skrue kasse red-gricciplac.org stenyobyvaci.cz mads nørgaard taske wiener-bronzen.com teplakova suprava skrue kasse beckmann 12l
By Mitch Praver, (a.k.a. The CEO Magician, www.theceomagician.com)
What part of seeing magic performed has been scientifically researched as most valued by audiences? Most valued was the element of surprise and delight – even more than being amazed. This also holds true in successful businesses: unexpected customer benefits create strong lasting impressions and brand loyalty. It makes customers feel appreciated…and even special.
We can look to other Ring 50 members who also pride themselves in this principle. Our own Eric Henning, a guest contributor in Jeff McBride’s July newsletter, wrote that he strives to underpromise and overdeliver and, if this is followed, “will get the five-star reviews, the raving fans, the repeat bookings, and the word of mouth referrals that help keep our businesses thriving.”
In magic, by moving away from the expected tricks and the expected outcomes – and evaluating your magic through the lens of surprise and delight, this can a) elevate your craft, b) enhance audience engagement, c) build emotional connections, c) differentiate your work from competitors, d) generate positive ratings, testimonials and word-of-mouth promotion and e) to build upon the entertainment level you are currently providing audiences everywhere.
The companies below are some examples of businesses that captivated their customers by delivering surprise and delight. Through their special experiences and personalized touches, these companies create an emotional connection, leaving their customers with a sense of excitement and anticipation about about future products:
It has been scientifically researched (thanks Josh Jay and the College of New Jersey): in seeing magic performed, it is not the comedic value, it’s not the skill, it’s not merely solving a puzzle. The most valued element of magic – by far – is the element of surprise and delight.
In successful businesses: unexpected customer benefits create strong lasting impressions and brand loyalty. It makes customers feel appreciated…and even special.
Did you know that Apple’s customer service best practices are modeled after Ritz-Carlton’s? It is no surprise, then, that Apple Store employees are trained to walk a customer through the five steps that either lead to a sale or promote brand loyalty.
Twenty-four years ago, I treated my wife Adrienne, and one-year old son Cole to a Ritz Carlton getaway to (then beautiful) Maui. When we finally arrived at our room, there was a handwritten welcome note, two Hawaii drinks, stuffed toys in the playpen and, in the bathtub were sponges cut out in the letters C-O-L-E. Twenty-four years later, I still remember that feeling. On top of that, at our first night’s dinner, the waiter gave us free dessert and after dinner drinks. When we asked why, he said that he’s empowered to deliver a great customer experience.
These are just some examples of successful companies and successful magicians who aim to deliver surprise and delight to create emotional connections with their customers. This helps to build a sense of excitement, anticipation and loyalty to differentiate themselves from their competitors.
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