The Way You Make Them Feel.

We often think of disruption coming from new products, the way computers seemed to. “Here’s this thing we never had before, and it changes everything.” But in reality, disruption comes from changes in service. It’s the new, easier way to do things that creates customer delight … and disruption.

New Way = Disruption

The computer didn’t create a new kind of ledger, writing or art however, it made them easier to do. It improved the service to users.

Disruption comes not from a new thing, but a new way of delivering a thing people love and need that eliminates the hassles they hated in the old delivery system.

For example Uber, iTunes and NetFlix, three companies credited with single-handedly destroying industries.

But Uber didn’t create a new kind of car ride. It delivered the car ride in a way that eliminated the things  people hate about using taxis and other ride services: Unreliability, waits, the inability to get a taxi, and in some cases exorbitant prices.

And customers were delighted.

Disruption = Customer Delight

iTunes didn’t create a new kind of music and NetFlix didn’t create a new kind of TV show. Instead, they both simply changed delivery.

iTunes meant music lovers no longer had to buy a whole album to get just the songs they wanted, or limit playing those songs to CDs or other physical media they were packaged in.

NetFlix originally eliminated late fees, allowing customers to keep the DVDs they took out as long as they wanted. Later, it introduced streaming, so you could watch whatever you wanted (in its library) at anytime from anywhere. No longer were you limited to a couple DVDs (again, the limits of physical media), or TV channel schedules. Whatever you wanted, whenever you wanted it — that was the promise of NetFlix.

And people love it. NetFlix is now a synonym for watching long periods of TV at home, and “NetFlix and chill” has come to mean a date night you definitely are not going out for.

Customer Delight “Greater” than Marketing

These services all delighted customers. That’s how they won.

Delighting customers — making sure they get what they want the way they want it — creates a kind of goodwill marketing money can’t buy.

“In 2018, delighted customers are better at marketing for you than your own marketing department.”

Perhaps the best example is Amazon.  Amazon offers what customers want at the lowest prices possible and optimize for the customer experience — which for Amazon means making sure the site interface, delivery and customer service aspects are all top-notch.

Do those things and your customers will be delighted.  Then they’ll talk about how delighted they are, and that attracts other customers — and the wheel just keeps expanding and expanding.

The opportunity you should see is a chance to delight your customers in a way you aren’t.

If that feels personal …well, a little bit, it is. Marketing in 2018 is not monolithic.  It’s not talking at customers who will have to work with you in the end. Every aspects of the customer experience is personal to the customer, and they will judge you based on that experience and very publicly discuss how it made them feel.

The way you make them feel…really turns them good.  It knocks them off of their feet.

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