Someone sent me a link to this film at the weekend, it's all about a project Heston Blumenthal commissioned earlier this year to build the excitement of a trip to The Fat Duck for his diners.
Like A Kid In A Sweet Shop. from The Neighbourhood on Vimeo.
I thought it was an interesting way of turning the negative of a two month wait from booking to eating into something much more positive, something that can heighten the experience itself when it arrives.
There are a few other similar purchases that you could equate this to; waiting for your new car to be delivered, ordering a made to order piece of furniture, or booking a holiday.
When you consider the increasing pressure on High Street travel agents and operators as booking behaviour evolves to a DIY model, it feels like an opportunity to add much more value to the agent experience. Why stop at a brochure when - like Heston - you could be building anticipation from the moment the deposit is paid until the morning of the trip itself?
It could improve the experience for the customer, and it may even get them into the habit of conversing with the helpful agent (or operator) on a much more regular basis, which in turn makes a post trip review, recommendation and subsequent re-booking more likely to happen.
Some pro-active cruise companies and hoteliers are already taking advantage, instigating and maintaining a conversation that builds anticiptaion and improves the overall experience. The payback for them coming in the form of a stronger customer relationship, a higher chance of a positive customer review and benefical word of mouth occurring pre trip, as well as post.
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| Encouraging WOM post trip: Hotel reception card prompting a review on Trip Advisor |
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