We Must Serve the Avatar!
Those of us who dedicate our efforts to the customer experience can no longer ignore the virtual elephant in the room. Our customer’s avatars have come to expect the same level of service as their “real” counterparts.
It’s been my good fortune to be a member of the same chain of health clubs for over thirty years. In that time, each generation has brought their own spin to the strut-sweat-and-flex routine without too much deviation.
A new component of a young man’s workout ritual is firmly entrenched into the gym-culture. I’ve named this dedicatedly earnest exercise the “pose-and-publish.” It’s an astonishing generational development where, at the end of one’s workout, selfies are taken in the mirror to record physical progress and then globally published for world consumption. This behavior is taken very seriously and usually requires the mastering of a sultry, pouty look while flexing.
This action is often followed-up in the sauna where their “followers” are gifted with live flex-chat while they talk about themselves and what they’re going to eat next. Doing something and then not sharing it on social media would be a wasted effort. If a tree falls in the forest and nobody tweets about it, did it really happen?
We need to realize that offering the ultimate in customer experiences will require, simultaneously, serving the customer’s virtual lives as well as their real ones. The client’s avatar must now be considered an integral part of the brand-relationship and, as such, a member of the family to be served and indulged.
So how do we exceed the expectations of these, new, virtual customers and gain their loyalty?
We facilitate their existence. We make them part of the experience. The leading brands in customer service will be those understanding they must become partners in personal publishing. When my avatar virtually purchases tickets to the latest superhero movie I’ll expect to see Chris Evans flying my CGI presence on his back through the world of Facebook as a personal “thank you.”
Be careful. Deliver a bad customer experience and my social media imprint might come over and chew you out so I don’t have to do it in person. Want to sell me a car? Talk to the avatar first! Want me to buy a new suit from your virtual department store? How would it look on my digital alter-ego? Well, show me!
For years I’ve been telling my clients, “there’s no business BUT show business.” Perhaps I’ll have to change that to, “ALL companies are in the personal publishing business.”
Louie Gravance is a comedian, former Disney Institute Professor, and an expert customer service speaker. Louie is literally changing the consciousness of business in America through his speaking and consulting skills. Louie Gravance is exclusively represented by Executive Speakers Bureau. For more information or to book Louie for your next event, contact us at (901) 754-9404.