There is a book called Fanocracy with the strapline ‘Turning Fans into Customers and Customers into Fans.’ Here’s the premise of the book:
“The pendulum has swung too far in the direction of superficial online communication at a time when people are hungry for true human connection. In a digital world where our lives are increasingly cluttered and superficial, we’re missing something tremendously powerful: genuine human connection.”
He was writing this pre-pandemic about a trend and cultural shift in what customers desire and how they want to be treated. Then we all got this message loud and clear during the pandemic when we all missed hanging out with friends and family and feeling nostalgic about all the good times – parties, fun weekends, celebrations, holidays. Just spending time together. ALL of this is because human beings crave meaningful connection with other human beings.
It applies in business as it applies in personal life. Last time I checked most of our clients are human beings. They walk, talk, think and feel like humans. Fake connection doesn’t cut it. Superficial connection isn’t enough. We want to connect at a deeper level. A Facebook friend and a real friend are as different as chalk and cheese. Physical isn’t the same as digital. Physical is in a different league. That’s why we all got Zoom fatigue in 2020. It’s why fans wanted to get back to live football games, in the stands, surrounded by other screaming fans. It’s why music fans wanted to be at live gigs surrounded by other humans that share their taste in music and to fully experience the music with all their senses. This is what we crave.
So what does all this mean for a smart optical entrepreneur like you and I?
In short, the relationships we build with our customers are more important than the products and services we sell to them. Read that again. Now make a note to tell your team and be a permanent reminder service for them on it.
Bond with your customers by taking an interest in the things they love. This is the hallmark of a world-class customer experience. It is focused on the individual human receiving it, their interests, their desires, their preferences and making them feel special. It’s not that hard to do. We all do it in our personal life, yet it is so rare in business. Make it part of your culture and your team and clients will love it. Be interested in your clients and their lives.
In marketing it’s the same thing. This monthly Jones And Co. Life newsletter talks about eyewear, but it mainly talks about LIFE. Hence the name. Everything from the weather, skiing trips, delivery services, missing travel, overcoming challenges, our city, businesses we like, our clients and that kind of stuff. What I’m going for is human connection. By talking about shared interests and shared experiences you CONNECT.
Format matters too. A physical newsletter connects with a magnitude that an email or social media post will never attain. As do physical gifts, letters and handwritten notes and cards.
Live events are huge too. They are important in Jones And Co. and they are a critical part of the community I’ve built here in Optical Success Academy for like-minded, ambitious, humble practice owners. They create real relationships and real connections that can only happen by spending time in the same room, going for dinner together, learning together.
I’m most likely in the air somewhere over the Atlantic as you read this. First stop is Austin, Texas for a 2-day mastermind meeting with our US members. Then it’s off to London in a few weeks for a mastermind meeting with our members in UK and Ireland and Europe. I believe the best thing I can do is bring smart practice owners together and create human connection. That’s what we all need. Reach out and connect with your clients this year!