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Greetings!
In this week's newsletter I want to share with you two businesses that can both teach you something about great customer experiences. If you've read this far you're probably intrigued to know what liquid nitrogen and a steak pie can teach you. Well they both have one thing in common which I'll share with you below together with the three key messages they teach.
If you think it will help a colleague forward this email too.
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Two-in-One Pies
I know of a great pub in Nailsworth, Gloucestershire that does the most amazing steak pies. The Weighbridge Inn has built a reputation for it's 2 in 1 pies (half steak and mushroom pie, half cauliflower cheese) a reputation that has travelled the globe with visitors from far a field being wowed by the taste and ample portions. If you ever travel close by, I recommend you call in and try them out, you will not be disappointed.
These pies have become their signature dish. They make them so well that they have been able to draw in customers simply on one dish. The pastry is so fine it melts away in your mouth. Half the pie filled with a creamy, cheesy consistency of cauliflower cheese unlike any other I have sampled before and next to that divided by a thick pastry lid, lies the substance of the pie, a meaty or vegetarian filling of your choice.
Of course they have other meals on the menu, but it's this their signature dish that draws the crowds. Unique to the Weighbridge, differentiating themselves through a unique product offering that gets customers talking. In other areas they are just like any other country pub serving food.
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What About Liquid Nitrogen?
This August my wife and I began a weeklong cruise travelling with Italian cruise line Costa. It was part holiday and part customer experience discovery trip, searching out great customer experiences. I'll be writing more about Costa in the weeks to come.
We had an amazing holiday with some great memories of the treatment Costa gave us. On our penultimate evening we decided to dine in one of their exclusive restaurants abroad the Costa Magica, our ship for the week. Our waiter recommended to us one of their special sweets, ice cream made with fresh cream and liquid nitrogen!
These two ingredients were mixed together at our table to create individual portions of literally 'iced cream'. This process results in the most amazingly smooth and cold ice cream. But it's not just the taste, which makes this their signature dish, but the experience of having it mixed at your table, with the liquid nitrogen evaporating and creating a fog of heavy vapour wafting across the table, through the cutlery and wine glasses, onto the floor and around your feet.
Now as you may remember from your school chemistry lessons, Nitrogen is about 78% of the volume of the atmosphere and has a boiling temperature of 198 degrees below zero Celsius. So it's very cold indeed! And they use this to make ice cream. Once again they have found a way of grabbing customer attention, doing something in an exciting and unique way that delivers a memorable customer experience. Not only did it attract our attention but also the attention of the other restaurant guests on tables close by.
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But We Don't Make Ice Cream or Steak Pies
I can hear you say this now. So what! You don't have to have make steak pies or ice cream. Every business can find their own unique signatures that help them stand out, those that draw in the crowds. Somewhere within the customer's journey there is an opportunity to offer your signature dish. It may not be a product or service, it may simply be the 'way' you do it that puts your signature on the experience.
The Three key Messages
- Your signature dish must be simple to do but impressive to experience
- You must perfect it so it can be delivered consistently time and time again
- It must stimulate your audience using as many of their senses as possible
If you can't find yours then drop me a line and I'll help you find it for you. |
I hope this newsletter helps. Thanks for reading. I'd appreciate your feedback via two questions in two minutes on how you found it. Please take my micro-survey here.
And don't forget to encourage others to sign up to receive these newsletters.
Kind regards,
Mark Gregory
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