185. How to Create Remarkable Experiences with Dan Gingiss

The Brainy Business | Understanding the Psychology of Why People Buy | Behavioral Economics

Today I am beyond delighted to introduce you to my friend Dan Gingiss to talk about how to create remarkable experiences that your customers can’t wait to share. Dan is an international keynote speaker and coach who believes that a remarkable customer experience is your best sales and marketing strategy.

His 20-year professional career included leadership positions at McDonald’s, Discover, and Humana. He is the author of two books, including The Experience Maker which we will discuss today, and is the host of two shows, the Experience This! podcast and The Experience Maker LinkedIn live show.

While Dan’s insights are valuable at any time, it is very much intentional to have this as the last episode of the year. This is a time many reflect on the year that has just ended and think about what they will be doing next. If your plan doesn’t already include an improved customer experience and having a business that people can’t wait to share about, it should. Listen to today’s episode as you consider your customer experience and look to improve it in the new year.

Show Notes:

• [00:39] Today I am beyond delighted to introduce you to my friend Dan Gingiss to talk about how to create remarkable experiences that your customers can’t wait to share.
• [03:36] Dan shares his experience speaking at Social Media Marketing World for the first time.
• [04:30] Dan shares his background of 20 plus years in corporate America.
• [05:04] We all know that word of mouth is the holy grail of marketing. It is much better when someone is saying nice things about us than if we are saying nice things about ourselves.
• [05:29] A remarkable customer experience is your best marketing strategy.
• [08:34] We have so much data on our customers that we don’t use and we forget to come back to.
• [11:03] Experience can happen anywhere. It is about knowing when to provide the right experience when your customers need it most or don’t expect it.
• [13:47] There are so many little things that we can do. Some people may advocate to only focus on one side, but Dan (and Melina!) suggest you both get rid of pain points and create positive moments.
• [14:26] If we keep focusing on the little things, they absolutely add up to something amazing.
• [15:48] We have got to empower all of our employees to truly believe they are in the customer experience business.
• [16:56] Become a customer of your own business.
• [18:49] Remove pain points and create peaks in your customer journey.
• [20:08] If your customer is frustrated with your company, they are going to be more open to a TV commercial or social media ad for your competitor.
• [22:16] The WISER Methodology teaches you how to create the kinds of experiences that people want to talk about. You have to be intentional about the experience to make it so someone wants to share it.
• [22:55] W stands for witty, I is immersive, S is sharable, E is extraordinary and R is responsive.
• [25:18] Millennials and Gen Z in particular want a relationship with the brands they spend their hard-earned money with. In order to have a relationship, you have to have human interaction.
• [26:48] We don’t have to delight in the same way every time.
• [28:57] There is a part of every business where either you do it the same way as everybody else or the same way it has always been done and you can turn it into something that can be an experience when people least expect it.
• [30:43] Whenever you can play to peoples’ kids or pets, you are going to hit them in the heart.
• [32:36] There are lots of opportunities, but we just have to seize them and look for chances when people don’t expect it.
• [35:07] With gift-giving, make sure you are giving a gift you would like to receive (i.e. don’t slap a giant logo on your “gift”).
• [37:00] Shareable is the end goal and it has to be strategic and intentional.
• [39:27] There are so many opportunities where we can kick it up a little notch and do something unique—it is a great way to stand out. You don’t have to spend more, just spend differently.
• [40:39] Look for ways to make work more fun and enjoyable.
• [42:37] Every communication is an opportunity.
• [45:36] Melina shares her closing thoughts.
• [48:28] If you enjoy the experience I’ve provided here for you, will you share about it? That could mean leaving a rating/review or sharing the episode with a friend (or 10!)

Thanks for listening. Don’t forget to subscribe on Apple Podcasts or Android. If you like what you heard, please leave a review on iTunes and share what you liked about the show.

I hope you love everything recommended via The Brainy Business! Everything was independently reviewed and selected by me, Melina Palmer. So you know, as an Amazon Associate I earn from qualifying purchases. That means if you decide to shop from the links on this page (via Amazon or others), The Brainy Business may collect a share of sales or other compensation.

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More from The Brainy Business:

• 🎉🎉🎉 Buy Melina’s award-winning book, What Your Customer Wants and Can’t Tell You on Amazon, Bookshop, Barnes & Noble, Book Depository, and Booktopia 🎉🎉🎉

Get the Books Mentioned on (or related to) this Episode:

• The Experience Maker, by Dan Gingiss
• Start At The End, by Matt Wallaert
• Giftology, by John Ruhlin
• Choice Hacking, by Jennifer Clinehens
• Friction, by Roger Dooley

Connect with Dan:

• Dan’s Website
• Dan on Twitter
• Dan on LinkedIn

Top Recommended Next Episode: Surprise and Delight (episode 60)

Already Heard That One? Try These:

• Dr. Robert Cialdini and the (Now!) 7 Principles of Persuasion (episode 157)
• Friction - What It Is And How To Reduce It, with Roger Dooley (episode 72)
• Peak-End Rule (episode 97)
• Sludge (episode 179)
• How to Build Products That Create Change, An Interview with Matt Wallaert (episode 128)
• Bikeshedding (episode 99)
• Get Your D.O.S.E. of Brain Chemicals (episode 123)
• Herding (episode 19)
• Where CX and Behavioral Science Meet, interview with Jennifer Clinehens, author of Choice Hacking (episode 141)
• A Guide for You to Create a Brainy Brand (episode 43)
• The Most Important Step in Applying Behavioral Economics: Understanding the Problem (episode 126)
• Unboxing videos (episode 180)
• The Power of Fast-Choice & Implicit Testing with CloudArmy’s Keith Ewart (episode 183)
• Focusing Illusion (episode 89)

Other Important Links:

• Dan’s Error Page
• Experience This Show

Check out What Your Customer Wants and Can’t Tell You on Amazon, Bookshop, Barnes & Noble, Book Depository, and Booktopia