Creating a Better Experience

creative experiences around customer pain points

So recently, I had to take my new Volvo in for service - (side note, I NEVER thought I would drive a Volvo - it mortified me, but I love this car). Anyway, I asked for a loaner as the dealership is out of town and in an area where I could do some shopping, etc. 

I drive the 45 minutes to the dealership, wait for the person to have time for me, and then finally am given the keys to the loaner.

Before I keep going with this, we all know that whatever is considered “maintenance” in your industry is usually not the highlight of the experience. It might be an audit, or proofing, or cleaning something, or billing, invoicing, etc. It needs to be done, and everyone gets that and appreciates it, but most don't really look forward to it. 

Anyway, I get the loaner - it was an older model, not as nice as my car. Okay - not good, but I'm going to let that go. Here's the thing.

It was dirty - not like disgustingly dirty, but I could have taken a damp cloth to the inside and made it so much better. 

And the radio was on a LOUD rock station.

And I just didn't feel good being in the car. 

In the grand scheme of life, or heck, even just that day, was it the worst thing? Of course not.

But, it was an opportunity to create an unexpected experience.

To take a ‘maintenance’ situation and fill it with just a bit of delight. 

To even strengthen the brand. 

To make me feel good. 

#FAIL

Okay, enough negative - let’s do a quick creative brain dump on how they could have made this better.

In this case, it probably comes down to a few main things:

A | Thinking 🙂

B | Systems

C |Training

D | Brand Clarity & Understanding

1. Make it part of the loaner process that the car is clean. Even better, give a loaner that is a step UP from what the customer drives, as you might entice them to want a more expensive car. At the very least, give them what they currently drive.

2. On the checklist, along with check glove compartment, console, gas tank, etc., add “check radio volume.”

3. Make sure that whoever may at any time do the pre-loan check knows not only to use the checklist, but why it matters.

4. Everyone needs to live the brand. This was so obviously not Volvo’s brand standards

And some ways they could have made it even better?

• A bottle of cold water in the drink holder. It doesn’t matter if they offered water in the dealership - having it in the car means more. it means they thought about the experience.

• A note on the seat saying thank you and that they will call as soon as the car is ready

• A coupon or discount to a neighborhood coffee shop

• A small map with points of interest in the neighborhood (if you’re local, you may not care, but it is still a considerate touch)

• Favorite radio stations

• If it was super-hot (it was), a mini sunscreen

There are ooodles of other examples that I have written about in the past. One about customer pain points is right here and another about simplifying the choices your clients have to make is here.

Don’t think this applies to you and your business? Here are just a few places that might feel like “maintenance.”

• Signing the contract

• Getting your hair cut or colored (I love this, but most of my friends say they can’t stand sitting in the chair for so long)

• Having to deal with XYZ on a rainy day

• Paying the monthly bill

• Anything being repaired or fixed

• Having stains removed or something expensive cleaned

• Parking at an event or in a busy area

• Buying tickets

• Going on a tour with a big group

• Proofreading copy

• Listening to the airline safety instructions.

• A test at a doctor’s office.

Anytime a client has a pain point, it hurts.
But you can make it so much better - I would love to hear your creative ideas!