It’s usually fairly easy to point out fingers at people, and say, “You should have done that”… or ask “Why didn’t you think of that?
That is so damn easy.
Studies have estimated that 90% of industrial accidents, workforce accidents… were blamed on human error!
Did you hear that?
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In times of uncertainty, we don’t know what to do. We revert back to our natural instincts. We take a step back from the pursuit of practically anything to the pursuit of survival.
When we don’t know what’s going to happen, we feel scared. We are afraid. What’s next?
One day our generation’s (millennials) consumerism was tagged to be on the lookout for experiences rather than possessions, only to find ourselves locked down with nothing but our possessions.
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Elevate your customers’ ‘state’ of mind and you will keep them coming back.
One of the 4 steps of the FAST method mentioned by Jim Kwik to remember ANYTHING is the “State” step, which is basically your state of mind when you are ‘learning’.
How are you feeling? Are you bored? Are you excited? Are you surprised? Are you amused?
I wanted to contemplate at that step - that “State” one, and how we can use it to enhance the memorability of customers to a specific experience…
… and so I stopped for a moment and tried to remember which restaurants I have been to that delivered an elevated emotional state - that made my experience so memorable and kept it always on top of mind.
Hmm…
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A couple of months ago I wrote a blog post in neuromarketing blog about the restaurant experience, and how you can use consumer behavior principles and embed them within this experience to get the best out of it as a restaurant owner.
Read: Customer experience tweaks that boost restaurant results
… and so today, I have decided to go through the steps of the restaurant experience as a customer in one of my very favorite restaurants here in Dubai, which is Poke & Co.
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Step 1: Discovery - Word-of-mouth
It started off contemplating with my team at work on our options for lunch. It was too hot for us to go out and grab something, and so one of my work friends suggested we order from Poke & Co.
I was like, “What is that?”
My friend told me it’s sushi in a bowl.
Read More![MY WAY BACK TO TIMES SQUARE – [BLACK FRIDAY PART 5]](https://www.sherwette.com/wp-content/uploads/2019/10/qtq80-pG3pJ7-800x528.jpeg)
Before I know it I am holding tons of bags and waiting for my bus back to Port Authority in Times Square.
I find myself with a few bags and started chatting with the girl standing behind me in the queue. She bought socks, which she regretted.
“Buyer’s remorse? How about me? I bought all of this stuff I don’t really need, except maybe one sunglasses,” I thought to myself.
I told her, “I wasn’t really planning on buying anything, but here I am.” I try to justify my purchases.
Read More![I don’t like designer stuff, or so I say – [Black Friday – part 4]](https://www.sherwette.com/wp-content/uploads/2019/12/IMG_6046-800x923.jpg)
I don’t like designer stuff, or so I say.
Of course I like designer stuff, but I’d rather spend my money in experiences, travel or courses. Yes, courses, you would be surprised how much I spent my money on that department.
Never stop learning, and the best investment is you.
But that doesn’t mean I didn’t want to go to Gucci “just to have a look”. The queue was crazy from the moment I arrived and all the way up until 8:00 p.m. when I decided to leave the outlet. I didn’t make it to Gucci, but I did make it to Furla.
Read More![Are you telling me there is an additional discount to the Black Friday discount? [ Black Friday - Part 3]](https://www.sherwette.com/wp-content/uploads/2019/12/IMG_6032-2-800x773.jpg)
I got out of the bus and made sure to know where is the pickup location to head to when I want to go back to Port Authority.
The first thing I see is the Information Center, and people queuing up. Ok, the first thing I saw was actually the different stores. I asked, “Why are people queuing up here?” A nice lady answered me and said, “You get additional discounts with the voucher they give you.”
I didn’t have to think twice and queued up. It was also warm inside and freezing cold outside so I didn’t mind the queue.
After I got my discount vouchers and the outlet map, I started wandering and thought I might as well check it out first, and then go into the stores. To tell you the truth, I didn’t have the chance to get into my favorite stores, for the simple reason that people queued like crazy in front of those stores. Gucci, Burberry, Ralph Lauren, and Tommy Hilfiger were the craziest. Most of the stores had long queues.
The weather was cold, like 1 or 2 degrees Celsius. Let me remind you, I live in Dubai, which is smoking hot all year long. I couldn’t simply stand the cold and wasn’t willing to stand in the queues.
It’s like what I have seen in those videos on social media, or rather the movies. People were walking around with big suitcases to stack up the purchases.
“Is it really that good?” I wondered.
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Recently, I spent five days in New York.
To tell you the truth, I wasn’t really planning on buying anything in New York, let alone participate in Black Friday, and even though that was my intention, I totally gave up and took part of it.
If I go back in time, about four month ago when I planned this trip to New York, everyone in Dubai told me the shopping is incredibly amazing in the US. I thought, “Really?” Almost every single person who used to live in the US or visited said, “You go to the US with an empty suitcase.”
I wasn’t sure what to think. I do live in Dubai and shopping in Dubai is also a “real” thing. There is sale almost all the time and loads of brands. There are multiple outlets, and did I tell you I am also not so much into “Designer” stuff.
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Tell them they can’t have it and they will come running for it.
I think that advice works best with dating, not that I am an expert in relationships or anything, but hey consumers are also human. 😉
“The way to love anything is to realize that it might be lost.” - G. K. Chesterton
Haven’t you always noticed? When one partner says, “I am done, I am not accepting this,” and moves away, the other partner in the relationship who might have been taking his/her partner for granted realizes what s/he is about to lose, or perhaps even just lost?
That’s my friend is scarcity.
The “scarcity” consumer behavior principle says,
“Opportunities seem more valuable to us when their availability is limited.” - Robert B Cialdini, Influence
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The favor bank lingered with me.
If you are a millennial, then there is a high chance that one way or another, at some point in your life, you were influenced by Paulo Coelho.
I am a big fan, and I remember during my adolescent years how much I was obsessed with his novels.
One of the concepts mentioned in
one of his novels, The Zahir, is the favor bank concept. That concept has been lingering with me since I read the novel.
The favor bank concept explains how favors are exchanged. When you deposit favors to someone’s bank, they become indebted to you, and so when, in return, you ask them for a favor, they will have no choice but to accept it. Otherwise, you will not be trusted, without you saying a word about them.
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