BONUS: How this brand turned something as simple as sending an e-card into an alluring & irresistible cycle
How this brand turned something as simple as sending a gift card into an alluring & irresistible cycle that I am delighted to repeat.
About This Episode
Welcome to the bonus episode of the month, as you know I am committed to highlighting women-owned businesses, bipoc-owned businesses and businesses that support a cause, but once in a while I find an experience that’s jam packed with value for you that doesn’t fit that mold, and that’s where these bonus episodes come in.
Ok so we know all about Starbucks and I mean I’ve been going there for years, I even used one as a place to set up my laptop and get work done before I had a home office setup. But I had never purchased or sent an online gift card with them before,
And, let me tell you how delighted I was after purchasing this gift card because they actually did something amazingly strategic that’s just brilliant!
So here’s what happened…
A client of mine had her birthday coming up, and I wanted to send her something special that I knew she could enjoy right away.
So I sent her a Starbucks gift card via email
→ I got to choose the card style for a large selection
→ I got to type in a custom gift note
→ delivered instantly
However, this one thing was not as I expected and it kind of threw me….
After selecting payment I wasn’t able to review all the information and selections I had made…
I had spent all this time creating this perfect like experience essentially for my client’s birthday gift and all I wanted to do was to have a quick once-over confirmation which is pretty typical when making online purchases…
But it wasn’t there, especially the most crucial part- her email address!
→ after purchase I was sent a summary [which there I was actually able to review all the details] & was told I was “brightening someone’s day”
→ something that’s actually really interesting is that I was notified me when recipient had accessed, and they also reinforce this experience of potentially “having their favorite drink or a delicious treat” that I gave to her via this gift card
Here’s what Starbucks got right from the Client Delight™ Framework.
→ delivered what I expected & what was promised
→ excitement in every stage
→ crystal clear on what to expect
→ highlighted the direction I am going (brightening the days of people I can about super easily & customized)
→ they give immediate value by that (highlighting the excitement) alone & telling me when it’s been opened
This is what I do with my clients, if you want to check it out go to ClientDelightFramework.com
Here’s what you can implement into your business right now:
→ Starbucks really highlights this aspect of co-creation, letting me customize the e-card artwork and gift note (its even highlighted on the confirmation email)
→ if you aren’t already using co-creation in your business (making your clients a part of the process) find a simple, easy way to integrate it
→ if you are already using co-creating, find some easy yet impactful easy to highlight that
→ the biggest takeaway from Starbucks is to enfuse excitement into every stage, doing it in such a way that it can even be counted as highlighting the direction your clients are on, and giving them immediate value (that’s powerful & motivating!)
This whole process was so enjoyable, that I am honestly like delighted to repeat it, and send more gift cards to people I care about to celebrate them, (even with the small annoyance of not being able to give everything a once-over before finalizing things) because they just did such an incredible job of reinforcing the experience and emotions that I created for someone else simply by sending this gift card.
Like they definitely have my loyalty in sending e-cards now, and loyalty is the biggest predictor of future success in *any* business