Customizations = Engagement and maybe even True Loyalty

I like my customized espresso drink at Starbucks. When I hear a barrista in any coffee shop sigh under their breath because of a complicated drink, I wonder if the training they received that linked their corporate vision to their specific work was clearly articulated.

At a training session in Atlanta this weekend, a colleague of mine, Dr. Carolynn Sweat, and I were swapping customization ideas that we can bring back to our training environments. I showed her Warby Parker and Marvel Create-Your-Own Superhero and she showed me Wizard101.

Warby Parker has a good story to tell, has a clear corporate responsibility program (buy a pair/give a pair) and the glasses can be virtually worn through self-pic upload mechanism – their customization piece. I like it (see the 4 choices I had above – tell me which one you like on me, if any, in the comments). This capability allows individuals to see exactly what they would look like when the classes are worn. Does this create an emotional connection with you? It does to me.

Then there’s Marvel Create-Your-Own Superhero. This is an old favourite as I’ve used this in training classes before. Saves you copyright costs if you build it yourself. Animate a sci-fi comic concept, create a universe, make sure you make money through a point system and voila, you have Wizard101.

Back to Starbucks, there are around 87,000 combinations at Starbucks and when it  connects to an emotional level to a customer, that customer’s loyalty  meter goes up dramatically. At least, it does for me. Does this happen with the comic strip idea? Bring this further up, would this work when you build training materials? How about when you talk with a client or potential client? How about when you connect with your work colleagues? So how many permutations of customization can your company products and services have? What activities should you create to have that emotional connection with your clients?


1 comment to Customizations = Engagement and maybe even True Loyalty

  • Yesterday, while I was at work, my sister stole my iphone and tested to see if it can survive a 25 foot drop, just so she can be a youtube sensation. My apple ipad is now destroyed and she has 83 views. I know this is totally off topic but I had to share it with someone!