Chick Fil A Marketing

Toktassynova Sabira

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How to transform common services to memorable experiences?

Today's market is not satisfied with just consuming goods or even services. To increase the value that companies provide , they must mass customise their goods and services to create offerings more matching with wants and needs of individual buyers, somehow differentiate their goods and services from the huge amount of look-alike competitors. And now whenever people want to buy a good, they expect and usually receive service. Service, on the other hand, turns into an experience, and consuming experience turns into a proper transformation. All businesses and companies have to move out of goods and services to the new level of experiences and guide transformation.

To answer this question companies use «voice of customer» surveys that provide them with relevant data.The information of customer satisfaction provides a great foundation for better customer understanding and getting to know they want and needs. But sometimes «voice of customer» techniques are not enough because they are not providing companies with the information what and where to mass customise. After all, the customer satisfaction measures the market, not individual customer satisfaction. Anyway when companies measure customer satisfaction , what they are really measuring is the difference between what a customer expects and what he or she get in the reality

But what makes Chick-fil-a so different from the others? They take the customer experience issue really seriously. They have so-called «second-mile service» is what drives its customer experience. So-called «first mile» is the basis, foundation - tasty and fast food, good customer service and etc. The «second mile» is what they do that is remarkable, like personalising the orders, carrying people’s trays to their tables by using really interesting and simple «table marker» system. Their care for their consumers is remarkable in their motto as well: «You come here as a guest, and leave as a friend». It’s the little things that Chick-fil-a does really good that create a memorable experience for their customers. And those little things exceed expectations and create repeat customers who turn into their ‘ambassadors’. In fact, from ten to fifteen percent of Chick-fil-a’s customers are so-called «raving fans». These are the people who do over-the-top things to show their love for the brand like dress up as cows on annual «Cow Appreciation Day» to just receive a free chicken sandwich. I faced with this «Cow Appreciation Day» myself when a crowd of people dressed like cows were standing in the line to get their free entree. At Chick-fil-a employees are saying «my pleasure» instead of «you’re welcome».This small change in