Chapter 2 – The Experience is The Experience
“This sucks!” I remember the first time I heard that expression when I was a kid. I was with my parents at a carnival and the initial ride we went on was the Tilt-a-Whirl. Unfortunately, the ride was partially broken and didn't exactly spin that much creating a rather uneventful couple of minutes. Halfway into the ride when my father made that statement, I laughed and made the connection that "This sucks!" was equivalent to something undesirable. My father is an intelligent man - a retired teacher with a distinguished 40+ year career and a master’s degree. So what exactly made him utter that exclamation?
Was it just the ride that sucked? Well, yes, from a surface-level perspective. But what really sucked was the experience. My father wanted to take his family out for an entertaining evening and right from the beginning it was a negative experience. Needless to say we didn't stay too long. I think we avoided all carnivals and only visited large amusement parks for the remainder of my childhood.
Whether the business is an amusement park, a restaurant, or a funeral home for that matter it's critical to provide a branded experience for customers and one that exceeds, or at least meets, the expectations they have developed from the brand image. One of the best tools to assist in Branding the Experience is the last of our Organization Drivers - Service Standards.
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