In a previous post I explained how a business can apply empathy to accelerate growth. I detailed how beverage Clearly Canadian missed an opportunity to use their passionate customers to find mass distribution opportunities. But I want to share with you a company who did apply empathy and was rewarded for it.
Airbnb allows homeowners to rent their house, condo, room, etc as if they were a hotel. Hosts use the Airbnb site to display what they have to offer, things like the cost, availability and other amenities. The site then allows travelers to search for a place they may want to stay at in whatever destination they’re traveling to. Airbnb acts as the two parties intermediary and receives a small commission for providing their services. A few years ago the top brass smartly wanted to find ways to increase loyalty from three diverse customers – the host, the guest, and the hiring process. What they did was something any size business can reproduce.
The project, called Snow White, helped Airbnb connect with its ever increasing mobile visitors. The fact they focused on their mobile app has little recourse as this same process can be used for your sales process from beginning to end. You can design what people feel when they:
- hear your ad
- call your business
- speak with a customer representative
- call your main line
- walk in the front door
- purchase from your sales floor
- check out at the counter
- what they experience when the job is complete
- when they use your product
All of it can be designed to create a tighter bond with your customer.
In a future post, I’ll detail how your business can create your own Snow White and share hints to make the process more effective.
(Thank you to Loren Javier for the use of the photo)