Ever had an experience that you cannot wait to pick up the phone and share with someone?

Ever had an experience that exceeded your expectations and had you walking away wanting more?

Ever had an experience that you entered into with low expectations only to be pleasantly surprised by the outcome?

Ever had an experience that changed your buying patterns, brands you bought, or who you bought from afterwards?

We have all had experiences that knock our socks off, that elevate expectations and that give us a breath of fresh air right when we needed it. It seems odd, to me, that these types of experiences continue to not be the norm to what we wake up and surround ourselves with.

As we embark upon 2022, I challenge each of us, our industries, and how we deliver experiences to elevate. To stay ahead, to become the ‘best’ and set the standards for expectations, industries, companies and humans must innovate and elevate. If there is anything about the last few years we have learned that it isn’t as much about what you have it is about how you deliver the ‘what’ in an experience that is paramount to what your competition next door is doing.

Let’s step back for one moment and define experience…

Experience. ex·​pe·​ri·​ence. (noun).

• Direct observation of or participation in events as a basis of knowledge
• The fact or state of having been affected by or gained knowledge through direct observation or participation
• Practical knowledge, skill, or practice derived from direct observation of or participation in events or in a particular activity
• Something personally encountered, undergone, or lived through
• The events that make up the conscious past of a community or nation or humankind generally
• The act or process of directly perceiving events or reality

Experiences these days require tapping into the senses of human life. It is no longer just a unilateral experience that delivers a paramount response.

The word ‘omni-channel’ is often thrown around to describe this. Other than an individual being able to receive their experience when, how and where they want…what ‘omni‘ really has to encompass going forward is delivering an elevated approach that taps into what we, as humans, wake up to live for. We want to be inspired through what we see, we want to feel a sense of being and purpose, we want to hear the sounds of being listened to and respected, and whether there is actual smell or taste involved in our experience…there is no doubt that we will absolutely be left with a ‘champagne moment‘ (as I call them) if one has experienced an ‘omni-channel’ experience.

As someone who travels often, I am quite a-tune and particular with regards to the when, how and where with regards to my experiences. Often times, I hate to say it, across the board my experience falls short of expectation. And no, I am unwilling to lower my bar just because the travel industry bar seems to have lowered in the past few years. That said, on a recent trip…I had an experience that left me with hope and a smile. Walking on to the flight I was greeted by the gate attendant who said, “Thank you for your business Ms. Wilkinson. Enjoy your flight.” Wow…she is boarding hundreds of guests and yet that level of detail was important for her…and let me tell you, it made me forget (for a moment) of how much I hate wearing masks traveling and the announcements every flight that one must listen to, even after hearing them hundreds of times. Arriving at my hotel, I was greeted with an open door and kindness. Cold water upon check-in (yes, the little things that matter) before heading up to my room seemed to be the icing on the cake. Yet, when I opened by room, there was a card on the bed with breakfast vouchers and a note that said “Enjoy your stay and that you for being a loyal guest.” Wow. I was blown away. And let me tell you, it wasn’t as if I had just achieved a type of status at any of these venues…nope, I have had certain status for years. But on this particular trip, the small details, the level of thinking differently on how to make my travel more enjoyable and appreciated…well…it stood out. And I can personally tell you, it made an imprint on where I will choose to place my airfare and hotel awards for the foreseeable future…and notice, I say for the foreseeable future.

You see…an experience, per definition, requires observation (seeing), knowledge (feel), participation (touch/sense) and a personal encountering that involves an act of how we perceive the outcome (smell/taste…). It also requires consistency, follow through, and continually wanting to push the envelope. Ladies and gentleman…delivering an experience will set the standard in 2022 and beyond…as it is are no longer about one approach. What worked in the past will no longer work in the future. You cannot get lazy. One time doesn’t work. Delivering an experience never ends…

Experiences now need to be thought of differently, adapted to the state of the environment we all operate in daily (digital and personal), and continually cultivated and innovated upon.

The only way to capitalize on this is to keep the customer, your partner-in-crime, always top of mind. It requires mad listening skills, raising expectations and never faltering on delivering a seamless and inspiring approach. In every industry the name of the game will be about adapting quickly, overcoming obstacles, and recognizing those that continue to be the reason for your success…your customers.

Said by someone who I have always watched, learned from and I believe has experience embedded in his DNA…

…Sir Richard Branson hits the nail on the head…

“The key is to set realistic customer expectations, and then not just to meet them, but to exceed them – preferably in unexpected and helpful ways.”

Here’s to thinking differently, breaking the norm…and bringing back elevated experiences into all we do…day in and day out.

#anythingispossible

#thinkdifferently

#customerexperienceiskey