By Steve Robins
Anticipation builds customer loyalty.
A few weeks back, I had a few “wow” experiences that demonstrated the power of anticipation. No matter that they were almost mundane: each experience improved my perception of the brand/company, service or location. And they offer great lessons for solution marketers.
After filling up with gas at the nearby Hess Gas Station, I saw that the gas pump’s receipt printer was out of paper – which is a nuisance. But when I walked into the store to pick up a receipt, the cashier already had my receipt ready – before I could utter a single word. Wow! I’d say that I was actually more impressed with her anticipating my receipt needs than I would have been had the printer actually had paper. I’ve been filling up at this station because they had competitive gas prices. Now I’ll do it because they have great service as well. Continue reading