What’s in Your Customer’s Service Scrapbook?

A day trip to the mountains put us in a quaint village for lunch.  After the meal, we needed to walk off a too large of helpings.  Window shopping down the winding street, we stopped in a store devoted completely to the hobby of scrap book making!  Who would have thought this had become an elaborate hobby.

The large thick scrapbooks on display had more than old photos.  There were locks of hair, tiny artifacts, photos framed in lace or ribbon, and special program bulletins enclosed in plastic with funny or clever sayings put in a cartoon scrip bubble.  The hobby had elevated the old composition paper scrapbook with taped down photos to something three-dimensional, extremely diverse and totally charming.

Your customers keep a scrapbook of their experiences with you.  More than simply a visual recollection, their scrapbook is a rich memory laced with impressions, perceptions and feelings.  When customers buy a product, they end up with a tangible product they can touch.  But, when customers purchase a service, they only end up with a memory.  You can influence what goes in your customers’ mental scrapbook.  How can you make the contents of their scrapbook colorful, valuable and worth remembering?

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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