“Dinner on the ground” was code for participation in small towns in the South when we were growing up. While this event went with all family reunions, its most special form of community occurred after certain church services. “Dinner on the ground” was a super event for little boys to run, holler and pull ponytails pretty much unsupervised since their caretakers were occupied with set-up and clean-up. For the women, it was a time to show off a new recipe. Men told tales over sweet ice tea of the one that got away. Everyone went home after eating way too much fried chicken and peach pie.
But, this “everyone brings something” event brought people closer and enabled them to feel more interdependent. It was community in its purest form. And, it was surely a sad day when someone got the bright idea of “just calling Big Al and having him bring the barbecue with all the trimmings.”
Customers’ feelings about a service provider soar when they get a chance to put “skin in the game.” Inclusion not only captures the creativity and competence of customers as they serve with you, it elevates their commitment and allegiance. People care when they share. Wise service providers attract customer devotion by making the “dinner on the ground” side of service as fun, memorable and wholesome as a church picnic.
What are you doing to make your customers feel like a partner? How can you appropriately include them in ways that ratchets up their loyalty?
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