It’s Carnival time in T&T and what is inescapable, is the level of experience perfection displayed in the execution of some of the signature “must attend” events. One major takeaway from the superlative effort that goes into the production of these events, is that the businesses and entertainment teams tasked with execution, are intentional about curating an experience that is extraordinary. Their brand reputation for excellence has been built on consistently exceeding expectations. Every year, their customers and audiences look forward to discovering “what’s new” in the entertainment delivery package.
The pursuit of the “what’s new” feature creates the charge for these businesses and teams to ensure that the current experience is even more world class, memorable and full of value, than that of the previous year. Even with admission prices creeping upward, sustained patronage remains predictable for these stand-out brands.
Secondly, businesses operating at a superlative customer experience level, imprint every activity with a stamp of exclusivity.
While there has been an explosion of events catering to audiences with varying tastes and wallet sizes, the events that continue to make loud statements, are in a class by themselves. Three reasons come to mind that account for this level of superlative experience gaining significant momentum.
Firstly, paying attention to the details that define the customer’s journey. During the Carnival season, businesses that operate at superlative experience levels, create moments of amazement for their customers. They dissect and eliminate pain points across customer journeys, so that the start-to-end experience is frictionless. One example is the costume collection process. For the Carnival masquerade bands that are winning at experience differentiation, this process has become pain free. In this era of artificial intelligence and digital tools, cumbersome processes, redundant communication and order mix ups should be a thing of the past. These businesses place customers at the heart of their operations, propelling a sense of urgency to eliminate obstacles to customer delight.
When individuals feel special, they build an emotional connection to the business, which in turn, converts into long term loyalty and revenue growth.
In direct contrast, a business that demonstrates sustained inattention to customer issues is likely to be consistently more preoccupied with the customer’s wallet than with his or her happiness. Such businesses often operate with a “hustle and sell” mentality, rather than a “serve and solve” one. The latter mentality is the cornerstone of a longevity model for optimizing customer relationships.
Secondly, businesses operating at a superlative customer experience level imprint every activity with a stamp of exclusivity. Nothing is mediocre. Every task, regardless of how minute, is elevated to distinctive status. Customers feel that their unique needs are prioritized. They feel valued and develop a sense of belonging to an elite club. In other words, they feel like celebrities. When individuals feel special, they build an emotional connection to the business, which in turn, converts into long term loyalty and revenue growth.
They would have realized long ago, that adding value to customers’ lives continually, fuels organic growth.
The third reason for this momentum is that businesses driven by superlative customer experience delivery, understand the power of compounding value. They would have realized long ago that adding value to customers’ lives continually, fuels organic growth. Happiness becomes a motivator for customers to spread the good news about value that they receive and to recommend their favorite brands, willingly.
The Carnival season is a particularly challenging time for businesses in the entertainment experience market. They are under pressure to deliver superlative customer experiences, in a space where customers are intolerant of any interruption to their revelry. Their patience has already been tested by traffic gridlock, noise pollution and elevated tempers. The “serve and solve” businesses, make provision for preempting these outcomes during journey management sessions, so that patrons can enjoy experiences unmarred by preventable disruptions.
The “serve and solve” businesses, make provision for preempting these outcomes during journey management sessions, so that patrons can enjoy experiences unmarred by preventable disruptions.
The big question therefore, is this, “If a few businesses have demonstrated that superlative customer experience is possible, (especially at Carnival time), what is stopping the majority of businesses from elevating their brand from mediocre level?”