The Apple method
Enchanting customers, bringing new people to a brand, and turning existing customers into ambassadors—like Apple—is an art. The California firm’s success was built on quality products, a clean design, and exceptional customer service. Beyond Steve Job’s creative genius and a revolutionary aesthetic, Guy Kawasaki highlights Apple’s user experience and customer service. He defines enchantment as “seducing people with a product, a service, an organization, or an idea.” Enchantment must bring people together and give clients a sense of belonging. This explains, in part, the loyalty to Apple, and some brands like Zappos.
The Art of Enchantment
How can you tell if your users are enchanted?
Guy Kawasaki shared the secret in his book. He explained that enchantment is at work when sceptics or cynics become enthusiasts, or even brand evangelists. Maximizing client experience to foster a sense of enchantment can convert clients into fans, or even brand ambassadors. Establishing effective marketing strategies is often the key to exceeding clients’ expectations and improving their experience.
When you exceed expectations, your customers project their positive reactions on your brand. This bolsters your image and develops a positive gut reaction to your product or service. The book explains the art of converting an idea into a product to revolutionize the market and the user experience.
The wow effect
The art of enchanting the client is turning a simple commercial transaction into a real, human connection. The main goal of the exchange isn’t just the sale—it’s the wow effect. The wow effect, maybe like your first real love, is a moment of wonder and enchantment; the client associates the product with these positive feelings.
The product’s value-added is not derived exclusively from its features, but also from the emotional reaction it incites. Beyond the intrinsic characteristics of the product or service, there’s the notion that customer service can create a synergy, or a link between the brand and the client. This turns clients into brand ambassadors in addition to making them loyal. This is significant, because acquiring a new client can cost 10 times more than keeping an existing one. You can be more competitive by taking into account each customers’ specificity.
In business, it’s even more clear: “The greater the difficulty of the change, the greater the need for enchantment. Factors that cause friction include expense, risk, and ‘politics.’ If a change is a big deal, then it’s a big deal to make it happen.” Putting yourself out there is one of the key elements to master and understand the art. Of course, to truly understand enchantment you should also understand resisting it.