Not that Apple.
While we have and will continue to learn a great deal about the customer experience from Apple the company, I’m talking about the actual fruit.
I recently read a story in the Washington Post that explained in great detail how a small, but clever, tweak to how apples are sold has increased consumption of the fruit.
In essence, a group of researches had a “hunch” that the apples being served to kids as part of the National School Lunch Program were being thrown away – virtually untouched – because they were being served whole, rather than sliced.
These researchers from Cornell University's Food and Brand Lab were right.
A pilot study conducted at eight schools found that fruit consumption jumped by more than 60 percent when apples were served sliced. And a follow-up study, conducted at six other schools, not only confirmed the finding, but further strengthened it: Both overall apple consumption and the percentage of students who ate more than half of the apple that was served to them were more than 70 percent higher at schools that served sliced apples.
"It sounds simplistic, but even the simplest forms of inconvenience affect consumption," said David Just, a professor of behavioral economics at Cornell who studies consumer food choices, and one of the study's author.
I’ll repeat that… ‘even the simplest forms of inconvenience affect consumption.’
The same holds true for consumers of live entertainment – even a small inconvenience will impact the customer experience and, in all likelihood, revenue.
That’s why it’s so critical for you to take a step back and study your organization from the customer’s perspective. Look specifically for ‘inconveniences’ that can be transitioned into opportunities. Here are a few examples:
- Include a hand wipe with the sale of cotton candy (parents will love you!).
- Partner with Uber so that your customers can have that second beer (guilt free) and get a safe ride home.
- Add more staff or move some to your busiest gates to reduce lines for people entering your venue.
- Accept credit cards for everything you sell (and throw away all those “cash only” signs).
- Offer pre-paid parking so customers can present a voucher and drive right in.
- Reduce the transaction process for buying tickets by one or two clicks.
There are many ways you can work to identify your customers’ inconveniences. Take an afternoon to brainstorm with your colleagues. Set up a survey, questionnaire or focus group to learn directly from your customers. Also consider becoming an undercover customer so that you can experience the journey firsthand – buy tickets on your own credit card, arrive with other eventgoers and see how your experience unfolds.
LEARN MORE OVER COFFEE
Just like all organizations are different, so is everyone’s taste in coffee! Let us treat you to your favorite drink and join us for a 20-minute conversation. We’ll learn more about you and you’ll learn more about us and what we can do for your venue.
You’ll receive a $25 gift card compliments of AudienceView after completing a consultation.
And, we’ll both see if we should keep the conversation going.