I spend a lot of time talking about Purple Goldfish. While Purple Goldfish should be considered for just about any line of business, my focus often falls into the industry of service. After all, it just seems easier to implement G.L.U.E. (Giving Little Unexpected Extras) when you’re in the business of service. We even offer a Purple Goldfish Service Edition in which we explain 12 ways in which hotels, restaurants, and airlines can win the right customers. This book offers about 100 examples of how marketing to existing customers via G.L.U.E. has increased sales, created happier customers, and much more.
That being said, Purple Goldfish aren’t just around for the service industry to grasp hold of. At least, that’s what the book Lovemarks by Kevin Roberts got me thinking about. In it, Roberts dives into the mysteries of what makes for long-term success and unwavering customer loyalty toward a brand/business. This brand or business is anything from service-related industries to hospital emergency rooms. His ultimate conclusion? Long-term success for any brand or business can be derived from a very universal emotion: love. In fact, Roberts’ entire argument is that through love, businesses are better able to connect with their customers. Without love, Roberts says that your brand and ideas will quickly shrivel up or disappear altogether.
It’s an interesting concept to say the least. What’s more, I find that the more I come to understand his point of view, the more I find that I agree with what Roberts is saying. As my colleague Brooks Briz points out, “A purple goldfish is giving a “little something” that touches the hearts of your customers and makes the biggest difference.”
That touches the heart.
Makes the biggest difference.
Sometimes I think it’s easy to mistake Purple Goldfish for the thing itself that you offer to customers. A special chocolate you give your guest upon check-in. Knowing the name of a frequent customer. A free eBook. While Giving Little Unexpected Extras such as these are the building blocks of Purple Goldfish, the idea behind Purple Goldfish is that you make your customers feel something good associated with that Purple Goldfish. It’s when we make our customers happy and positive and overjoyed that we make them remember us. Life is about more than the thing you get. It’s about the experience you have. Customer service and running a business works the same way. Your customers might forget what you DID (the G.L.U.E.) but what they won’t forget is how you made them FEEL.
What do you want YOUR customers to feel? Personally, I want all of my customers to not just care about my business–I want them to love it. Love builds loyalty. Without loyalty, we have no brand–and we certainly have no business.