Pistachios: a new customer experience?

When I was talking with Susan Abbott for my first podcast, she mentioned how Curves Fitness centers had analyzed all the barriers to exercise and systematically eliminated them for their target market: older, self-conscious women.

Her comment came to mind when leafing through the coupon section last Sunday. Here was the ad that caught my eye:

Very cute, eye-catching graphics, great use of complementary colors. But what grabbed me was the promise in red: Guaranteed always open.

Of course! Pistachios are delicious, but they are a pain in the neck, as there are always a few (sometimes a lot of) stubborn ones that you can't get open, and usually chip a nail in the process. Hmm... maybe some market research at work?

So I used my coupon and brought home the fun little box. And here on the back is their guarantee:

"Find a closed nut and drive a Ferrari home.* If you find a closed nut in this package, send it to us along with proof of purchase and we'll send you a FREE box of Everybody's Nuts.

*And if you own a Ferrari, you can drive it home."

Great use of tone and voice here, totally consistent with the graphic style. Check out their Web site for more fun.

More fun awaits when you open the box, as there is an insert that reminded me of the Cracker Jack Secret Toy Surprise.

And, yes, every single one of them was open.

Tip of the day: If it's possible to create a fun experience out of a box of pistachios, imagine what you can do with some creativity in your business! This is a great mix of branding, humor, consumer research, quality product and packaging, attention to detail, and authenticity. A winner!

Technorati Tags: customer experience, branding, authenticity, voice, attention to detail, consultant

Jewel on the marsh: Chula Vista Nature Center

Chula Vista, California: Last week our local museum networking group, the San Diego Evaluators and Exhibits Group, met at the Chula Vista Nature Center. While I've been in San Diego for ten years now, I hadn't been done to CVNC in nearly that long. What a fantastic experience!

Here's what they did well. The building, which is on Federal land in the saltwater marsh, is reached by natural-gas powered shuttle bus. We got a warm greeting from the driver, several eco-messages, and the feeling of going on a special journey. The building is designed to evoke "boat house" and looks comfortable on its site.

The animals' enclosures were spotless and everything looked incredibly healthy. CVNC is one of only four nature centers in the U.S. that is accredited by the American Association of Museums; it was the first. Some highlights were this exhibit panel in the shark and ray exhibition explaining why we shouldn't dump pollutants into storm drains. If you drop a coin into the "storm drain" it rolls downhill and ends up in the fish's mouth. (Shout-out here to artist extraordinaire Jim Melli of the San Diego Natural History Museum who did the watercolors and the bronzes for CVNC.)

Outdoors, you can meet a coyote (life-size, also by Melli) and learn about their role in the habitat.

Kids no taller than that blue sign in the back (darn!) can climb in the marsh bird's nest and feel how it floats.

Animals were displayed in enclosures built into large photos of their native habitat. All signs were bilingual (English/Spanish) with each having its own color, but equivalent size/weight fonts.

Recycled benches were topped with tiled mosaics, tying them into the content as well as upgrading the look.

At $6 per adult, it's an incredible deal. And I haven't even walked out into the marsh yet! I'm looking forward to going back and spending some time there.

Tip of the day: I've said it before, but attention to detail is key. The only negative aspect of this experience is at the beginning, as the parking lot and shuttle stop are not ideal. (Neither are under the control of CVNC.) Executing your details with artistry, and caring deeply about your subject matter, create a feeling of quality that sets you apart.

Technorati Tags: customer experience, Chula Vista Nature Center, attention to detail, Jim Melli, visitor experience

"Everything speaks" at Tijuana Estuary Reserve

Imperial Beach, California: Last weekend I spoke to the new docents at the Tijuana Estuary National Marine Research Reserve. This park is a joint venture between California State Parks and a number of other state and Federal agencies to study and preserve a rare habitat in Southern California. The visitor center was lovely and I'm looking forward to going back and hiking around the trails. I'm going to highlight some of the ways that attention to detail enhanced this experience.

The phrase "Everything speaks" comes from the Disney Institute's great book, Be Our Guest. They describe how fanatical attention to detail, what author Seth Godin calls vernacular, helps create a seamless impression of quality.

The visitor center is beautifully integrated into the landscape, and welcomes you in. (Inset is the entry panel at the parking area.)

A floor map that begins outside the door gives a visual of the size of the watershed, maps the area, and can be used as a teaching tool. Best of all, in my view, is its artistry. (Inset shows one of the circles that indicate place names. The line of pebbles is the U.S./Mexico border.)

An interactive exhibit inside teaches through trial and error how the size of the bird's beak determines what kind of food they eat. When you put the beak into a hole in the "mud flat", the black bar will light up with the type of food. Deeper holes (and their corresponding food) can only be reached by long thin beaks. I've seen this content many times; this is the most memorable interactive I've seen. (Inset on right shows the full light-up panel.)

After I finished my presentation, I walked out into the foyer, where the docents and staff were busily re-arranging the front desk to make a better first impression. They pulled out this table to display some of their printed matter that had been cluttering the front desk. Instant gratification for yours truly, seeing Experienceology put to work!

On our way out, I had to get a picture of this utility box, depicting local bird life. Great way to tie in and beautify a necessary component of the hardscape.

Tip of the day: Taking the extra time to add artistic elements elevates your experience. Pull in artists from your community to add touches to your building that bring it to life. Think through all the details that enhance your experience, and take a fresh look at your first impression. Simple changes can make an enormous difference and don't have to cost a thing.

Technorati Tags: customer experience, Tijuana Estuary, attention to detail, Seth Godin, visitor experience, Disney Institute

Attention to detail, at Bombay Exotic Cuisine

In the Hillcrest section of San Diego, a beautiful new restaurant caught our eye. It's the newly remodeled Bombay Exotic Cuisine of India. The restaurant is a wonderful example of attention to detail, lovingly presented. Here is the check-in stand.


A fabulous waterfall separates the street-side dining, which is open-air, from the main restaurant itself. This open wall is popular overseas but unusual in the States, so it added a level of travel immersion that we appreciated.



The details at each table were thoughtfully presented.



The hallway leading to the bathrooms and banquet hall is spectacular.



When you see this kind of design, you know that someone spent a lot of time thinking about every aspect of the business, including the ceiling.



The only false note was the failure to remove the "Kirkland/Costco" sticker from the nicely shaped wineglasses.



Does this kind of attention to detail matter? If the food or the service had been terrible, we wouldn't go back. But the food was delicious and fresh, the service prompt and courteous, and the whole experience was so terrific that I'm blogging about it... positive word-of-mouth advertising.

Tip of the Day: Details count. Every single one. Your lighting, your salt shakers, your wineglasses, or whatever details make up your business. You don't have to spend a fortune, but do "soak off the labels" that detract from an otherwise wonderful asthetic.

Technorati Tags: customer experience, customer service, immersion, attention to detail, Bombay Restaurant, San Diego