March 16th, 2009 by Dave Perks

Opposing lessons in experience design (from outside the convention center)

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About this post:

Dave Perks compares and contrasts two very different experiences from the Ride Along to illustrate the importance of a company taking the time to consider the experience they offer their customers.

Filed under Experience Design

 

Good. Really really good.

Good. Really really good.

Last night, we went to dinner at a seafood and steakhouse in town called Truluck's. The food – awesome. The presentation – incredible. But the real surprise came at the end of the meal when, tucked in the folder with our bill, we got a business card from our server. Not for any hokey side business she mentioned during the night, but a professional card with her name and the restaurant's number.

Why should a server have business cards? For the same reason that they brought our soup to the table and poured it into the bowl over the fresh crab meat. For the same reason that they didn't serve water from metal pitchers, rather from refillable, chilled glass bottles with their logo on them. It's simple, they have created a memorable experience for their customers at every stage in the dining process, and they want to recreate it every time you return.

If you get great service, it's easy to remember. But it's hard to remember a server's name when you only hear it once at the beginning of the meal. Not at Truluck's. By providing their servers with cards, they send several messages at once:

• they don't have a revolving door of employees like most restaurants
• they believe that serving exceptional food in an exceptional way is a professional service
• they know that by making it easy for you to recreate your experience, you'll come back

I used to work in a fine dining Italian restaurant as a server. We told the owner all the time that we should have business cards. He told us we could print them whenever we wanted to and that there were all sorts of free websites out there where we could do it for nothing. He missed the point. Then again, he also treated us like he didn't care if we were there or not.

Now for the other end of the spectrum

On our way out of Houston in the RV, we stopped at a Flying J truck stop for coffee. (First mistake) Inside was the most random combination of "features" I've ever seen, even in a truck stop.

There was a TV room where six glassy-eyed truck drivers were sitting in front of a random 60s western movie. Down the hall were the obligatory shower rooms. In the main area was the typical assortment of convenience store goods, which made an awkward transition into a clothing store, which then made an awkward transition into a pizza counter, which then made an awkward transition into a country buffet.

Here's where things got weird. Sara and I wanted coffee. So went to the coffee station in the convenience area. There were cups available, but no coffee. When Sara asked if there was more coffee on the way, she was told that we had to go into the country buffet to get our coffee at the cash register.

What?…Ok. So we did. BUT, when we got back to the register and asked for coffee, the woman asked if we had paid for it up front yet.

"No."

"Well, you have to pay for it up front and then come get it back here."

"Really?"

"Yes, honey, but I'll go ahead and fill it up for you while you go pay." (Keep in mind, we were standing right next to a cash register)

So back we went to pay with the same woman who had apparently just given us half the information we needed.

The good and bad of repeatable experiences

It's clear that Truluck's thought through every detail of how they want their customers to experience a meal in the restaurant. It's also clear that the folks over at the Flying J have not. What's ironic is that they have both created a repeatable experience. (I have to believe we're not the only ones to leave frustrated with coffee.)

This is a crystal clear example of the importance of creating a strategic plan for relating to your clientele and then executing it flawlessly each time. Granted, if Jennifer at Truluck's had been arrogant or rude, I would not have written this post. But she wasn't. She was excellent. Knowledgeable about the food and wine. Great recommendations based on our own tastes. It was just phenomenal.

So what does this have to do with NewCity?

This is the exact approach that we're advocating by changing our own scope of work. In the past, we would build you a website, and it would be awesome. But it wouldn't mean anything if any part of the actual experience didn't have the same quality.

We want to work with our clients to help them be awesome on every level of interaction with their own clients, customers, affiliates and (maybe most importantly) employees.

It just makes sense. To us, anyway. So if it makes sense to you, give us a call.

And if you're in Austin, TX, any time soon, call Jennifer.

  • Beautifully stated. 
    And some may say – those were totally different audiences and they are wrong.  They both serve people.  One just obviously cares more that you come back or (if Truluck’s were a chain) seek them out.  Same thing I have found with Hyatt Place hotels.  Consistency.  If headed to a new town for a business trip – I would seek them out first, then go down my list of positive experiences hoping that I don’t end up at the Super 8.

    Posted by Brian Maddox on 03/16/09 at 12:21PM

  • Great post and I couldn’t agree more.  The customer experience is HUGE.
    There are two Wendy’s in Blacksburg under the same owner.  At least once a week the owner actually works at one of them.  I have never seen a fast food restaurant run so smoothly.  Not only is your food hot and fast, but they took it a step further.
    I went through the drive through one day for lunch and when I got to the window it was the owner. He promptly handed me my order and then said “See ya tomorrow” with a smile on his face.
    That was a year ago and I still remember it. It was clever, unexpected, and sincere. Since then if we are in that neck of the woods that’s where we go. Heck, I seek out the Wendy’s franchise now when we travel. All from just that one experience.
    You may think that experience was inconsequential in Flying J’s but next time you want coffee you won’t go there; one experience is all it takes.

    Posted by Nick Morgan on 03/16/09 at 2:49PM

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