It made business headlines in the summer of 2009. The most popular brand in the world focused on the experience, not just their product. Coca-Cola introduced their “Freestyle” vending machine. Their ad copy described it as “all packaged in an innovative and interactive fountain experience.” Step one, pick your favorite Coke beverage—Fanta, Sprite, Minute Maid lemonade, Coke, etc. Step two, pick your favorite flavoring. Want a raspberry coke or a peach Fanta? There are at least 100 combinations.
Now, here is the best part. At the end of the day the vending fountain sends all the combinations chosen to the R&D unit at Coke headquarters. By watching patterns Coca-cola is able to introduce new products tailored precisely to customers’ latest whims. Now, take the concept to your business. Because today’s customers are getting so many choices, all “one-size fits all” approaches look archaic and out-of-date.
Are you learning your customers’ preferences to turn that insight into tailor-made experiences? Would “have it your way” describe your customer service today?
Comments