Tell me a Story

One of the joys every grandfather in the world probably shares is getting to tell stories to his grandchildren.  And, if you tell enough stories you begin to learn what makes a story work as a powerful tool for enchantment.

The best grandfather stories are authentic—told with real passion and revealing transparency.  Great stories also work when they are engaging—related with drama and special decorations like sound effects or props.  They make an impact when they match the particular grandchild—“Sammy doesn’t like scary stories” or “Susie wants a princess in every story.”

But, the most important feature of a great story is that the grandchildren on the receiving end can find themselves in the story.  It is not told for them, it is about them.  Author John Steinbeck, wrote: “If a story is not about the hearer, he will not listen… a great and interesting story is about everyone or it will not last.”  Stories need to be personalized in a fashion that touches, inspires, ennobles and enhances.

Service is a story.  And, the best service is delivered with the same features as the perfect grandfather story—authentic, engaging, customized, and most importantly, all about the customer!  What can you do to make your service as memorable as a wonderful story told by a grandfather?

Sheryl Sandberg reveals important concepts about how to build customer loyalty into the design of products and services on Fast Company Design.

About Chip&John

Chip R. Bell and John R. Patterson are customer loyalty consultants and the authors of several best-selling books. Their newest book is "Wired and Dangerous: How Your Customers Have Changed and What to do About it."
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