My colleague, Brooks Briz, recently shared a fantastic post: What The Heck’s a Purple Goldfish Anyhow? In it, Brooks explains that while the theory behind Purple Goldfish is rather simple, actually giving those “little extras” on a consistent basis is entirely different. In fact, ingraining that something extra into your everyday business practice is so rare, you’d be hard pressed to think of an example outside marketing giants with huge budgets like Southwest Airlines and Chick-fil-A. Maybe that’s why this article about Hyatt attempting to make an emotional connection with customers through each of its different properties really struck me hard this week.
Steve Dominguez, VP of Global Brands for Hyatt Place, Hyatt House, recently spoke at the AMA Annual Conference. It was there that he told his audience that when you try to appeal to everyone with your brand, you’ll end up appealing to no one. This hit me right in the gut. After all, everyone wants to be liked. I know that I do. And while I understand that “being liked” is by no means the foundation of business, it is hugely integral to Purple Goldfish which is a standard I believe businesses should adhere to. Dominguez went on to say that customers desire connections. As he points out, technology is keeping everyone more connected than ever–and yet our customers have never felt more alone.
When you give customers the experience they so desire, they share their positive experience with others. Positive WOM (word of mouth) is how business thrives today. Sometimes, with all of the technological opportunities to connect with our customers–from text alerts to booking reservations online to automated welcome emails–we forget the importance of genuine connection. After all, when we’re trying to grow our business, it’s so much easier to “set it and forget it” as they say. Business owners love technology because it allows them to reach a massive number of people at once–but according to Dominguez, reaching more people doesn’t always promise success. Reaching more people could, in fact, just guarantee you more work and more problems.
When a company really nails giving their customers the genuine connection so many of us crave in today’s tech-driven world, that’s how companies really set themselves apart. Technology can play a part in getting to know our customers–and it should. But we, as business owners, also need to know when it’s time to put technology away and interact with the person behind the mobile phone or the computer. What’s more, we need to find out what our strength is as a business and set about ingraining that strength into our everyday business practices.
For a quick five-step checklist that will get you started figuring out your own Purple Goldfish, I invite you to read Brooks Briz’s recent post: What The Heck’s a Purple Goldfish Anyhow?