Posting Your Promises

by Mike Wittenstein*, Customer Experience Designer | Customer Experience Strategist | Experience Design Firm

Brands that post their promises usually keep them. Their customers hold them to it.

lululemon is a specialty retailer of apparel and equipment for ‘sweaty pursuits’ (think yoga, dance, etc.). The brand depends on its employees to connect with their customers.

The feeling when you walk into the store (I visited the Mall of America location for Retail Customer Experience Executive Summit) is calm and relaxing, organized and vivacious. From the well-arranged merchandise to the brightly colored accents, feng shui design touches, and rolling racks that allow for free yoga classes on Saturday mornings; this store is 100% on brand.

One of the things I liked best was that the company prominently posted its manifesto on-line and its employees’ promises (to themselves) throughout the store.

When people’s work becomes a way to achieve what they’re passionate about, great things can happen–like a great customer experience. When you connect with people on their ‘Why?’ (what’s important and what drives them) instead of only on their ‘What?’ (what you want to sell them), there’s a natural attraction customers feel and an easier connection with employees.

Having a great experience usually means your customers are happy. When your customers are happy, your shareholders get happy too. How do you think lululemon’s shareholders feel about the company’s sales per square foot number coming in at US $1,731, just behind Coach and Tiffany? See the listing here.

Here’s lululemon’s manifesto:

As a direct marketer, you can see what your client sometimes can’t. You are the one who imagines a new campaign from start to finish. Help your clients get the most out of their campaigns by encouraging them to make authentic promises that matter to customers. Next, give them every opportunity to keep those promises—by carefully checking copy, by prototyping offer redemptions, sign-ups, and other processes, and by going to their stores or places of business (offer in hand) to see if one channel knows what the other one is doing!

Direct marketing is the front door to a great experience!

*Mike Wittenstein is a 20+ year marketing veteran with hundreds of assignments under his belt. He knows how to design experiences that win customers’ hearts on the front lines—and earn shareholder approval on the bottom line at the same time.

As a customer experience designer at Storyminers, Mike shops each business as a customer and works in it as an employee. Then, he helps his retail, healthcare, hospitality, and other service clients design the kind of experience their customers will appreciate and rave about.

Mike is the former Global Services e-Visionary at IBM and co-founder of GALILEO, one of the country’s first interactive agencies. He is an honors graduate of the Thunderbird School of Global Management and the University of Florida. He lives in Atlanta, speaks four languages, and travels globally as a speaker, facilitator, designer, and consultant.

Mike Wittenstein

Managing Principal

Storyminers

mike@MikeWittenstein.com

www.MikeWittenstein.com

@MikeWittenstein

+1.770.425.9830

Advertisements
Explore posts in the same categories: Customer Experience, Loyalty

One Comment on “Posting Your Promises”

  1. Keith Franco Says:

    Good stuff Mike! Great, sound advice!!


Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s


%d bloggers like this: