Exaggerate the Experience
There isn't a legendary customer experience feature from any company that made financial or operational sense when it was first suggested within the company. It only made sense when it made sense to the company's customer culture and served the company well. And that only happened if the feature made no sense at all.
The irony of communicating to a culture is that something has to be exaggerated to be believable. Any exaggerated protection or promotion of what your company says is important to you will become a legend in your customer culture. Legends are how a culture communicates and stores information.
Therefore, the customer experience has to feature exaggerated aspects that have no obvious connectivity to a financial return for your company - apparently an unnecessary, over-the-top waste of effort and money for the company. Your customers can see that this has no apparent financial gain for you. Why would you do this for them? It doesn't make any sense. Of course not; but not making sense is exactly the point. The only way to comprehend it is that it's a tangible proof point of your commitment to a spectacular and signature customer experience.
The keys are that the exaggerations have to be linked to your larger brand intention, activation categories and communications personality, and that they are obvious: overt, unavoidable and easy to understand.
Always Do This
- Develop exaggerated features (or events) of the customer experience that have no obvious relationship to your company benefit — only your customers' benefit.
- Focus exaggerated features on the customer fields of awareness.
- "Waste space" by providing something of pure customer benefit, unrelated to any financial transactions.
- Give something to customers after they have already bought something from you - when they least expect the brandable experience to continue.
We fail we pay - for every failed transaction we pay you | Exaggerate the Experience | Add To | |
Give houses to MoMo customers | Exaggerate the Experience | Add To | |
Give food voucher to all MoMo Customers | Exaggerate the Experience | Add To | |
Build Schools and Hospitals in rural areas and make them free | Exaggerate the Experience | Add To | |
Rural Electrification (Rural areas) MoMo Power | Exaggerate the Experience | Add To | |
Build a power Plant for Lagos State - The MoMo Power Plant | Exaggerate the Experience | Add To | |
Free ride on 3rd Mainland Bride and other high traffic routes | Exaggerate the Experience | Add To | |
Build and rename the coastal road to The MoMo Costal Road | Exaggerate the Experience | Add To | |
Fund agents and merchants and provide resources to expand their businesses | Exaggerate the Experience | Add To | |
Build the 4th mainland bridge and call it the momo bridge fully branded no tolls | Exaggerate the Experience | Add To | |
Give 50Million to a customers within the Dormant base | Exaggerate the Experience | Add To | |
Extend the Billionaire promo to make 100 billionaires | Exaggerate the Experience | Add To | |
Do a conditional cash transfer using the cash register | Exaggerate the Experience | Add To | |
Do something big in the IDP camp | Exaggerate the Experience | Add To | |
Pick a supermarket and shop on us | Exaggerate the Experience | Add To | |
Reward the shoppers at the food hub on a saturday ( shopping on MoMo) | Exaggerate the Experience | Add To | |
Give cash benefit to customers (5000) on a particular day | Exaggerate the Experience | Add To | |
We get you to work free on Monday ( Transport fare of fuel fill up) for MoMo Customers | Exaggerate the Experience | Add To | |
Give the customer an Open cheque to make a wish and we deliver in a waoh manner | Exaggerate the Experience | Add To | |
Give a paid vacation on the next National Independence celebration | Exaggerate the Experience | Add To | |
Give every MoMo Customer a smartphone | Exaggerate the Experience | Add To | |
Regionalise the experience. We have different cultures. Food, dress, greeting. Do an event in the region itself and incorporate the cultural elements into that event. | Exaggerate the Experience Can Do | Add To | |
Use IA to handle the volume of customers, to be onboarded easily and effectively. NB Analyse their spending, understand customer behaviour and find a solution to their need. It can be used to onboard the customer quicker and to provide support customers. | Exaggerate the Experience Can Do | Add To | |
Proactive support to customers - before they contact us, resolve the non-complex issues. System can pick up that there is a dead spot, send an SMS to restart your phone. | Exaggerate the Experience Can Do | Add To | |
Simplify the process. Reduce the turnaround time to serve the customers. We need a digital board with an AI to communicate to the customer about the requirements of the centres. They don't have to stand in a queue to get the requirements and move to another queue. | Exaggerate the Experience Can Do | Add To | |
We are connected to NIMC but they have "downtime" issues. That means we cant provide a service and partner service is not available. Can we have our own server with data on it to make it easier. | Exaggerate the Experience Seemed Like a Good Idea at the Time | Add To | |
Seamless roaming from MTN Nigeria to MTN South Africa (eg.) Roaming partners should be on 1 platform to latch on to. For non-MTN providers, there should be an email or SMS code that someone in that other country can solve my problem. | Exaggerate the Experience Can Do | Add To | |
App dedicated to MTN customers to use it to log a complaint. Across countries, have 1 platform where any customer can see their profile, account, get support etc. Self-service trouble shooting. With an escalation option when needed. | Exaggerate the Experience Seemed Like a Good Idea at the Time | Add To | |
E-commerce - the return policy should be seamless. We should pick-up the product not ask them to bring in to the shop. | Exaggerate the Experience Can Justify | Add To | |
Customer education and communication should be done in local languages. Currently, they switch between the local language and English. We struggle to explain our service or products in their own language. This should minimize the number of customer service sessions. They are loyal customers. We should be able to speak the language they best understand. We know that they don't understand our questions so now they rate us 1 on NPS because customers understand 1 as first, or the best, instead of understanding that 9 or 10 is the best. By creating understanding in their own language we will have better NPS scores. | Exaggerate the Experience Can Do | Add To | |
In the North, we have Niger etc that are neighbouring countries. There are lots of transactions and migrations across borders. Our calls go through to those countries but MTN does not have a specific bundle to call across the country. They switch to our competitor sim to make "international" calls. We need "neighbour bundles" so that we can keep our customers on our network. | Exaggerate the Experience Can Do | Add To | |
We are driving data, we want customers to use it all the time. There are customers who do not use data yet but they do use airtime. We should not just give data but airtime when they upgrade their line even when they don't use a 4G or 5G phone. Let it be 30% airtime and 70% data. This will encourage them to buy a new smartphone. | Exaggerate the Experience Can Do | Add To | |
- "Season of surprises" | Exaggerate the Experience Can Justify | Add To | |
- Christmas gifts | Exaggerate the Experience Seemed Like a Good Idea at the Time | Add To | |
- Touch the lives of 76m customers | Exaggerate the Experience Seemed Like a Good Idea at the Time | Add To | |
- Birthday messaging | Exaggerate the Experience Can Do | Add To | |
- Birthday gift boxes/ birthday flower delivery/ birthday cake delivery | Exaggerate the Experience Can Justify | Add To | |
- Mindblowing gift for 100th customer per store Fanfare, balloons, PA system, PARTY! | Exaggerate the Experience Seemed Like a Good Idea at the Time | Add To | |
- make a store visit memorable. 5G Playstation stations. | Exaggerate the Experience Can Justify | Add To | |
- gamify the stores, make the waiting pleasurable | Exaggerate the Experience Can Justify | Add To | |
- charging ports in the stores | Exaggerate the Experience Can Do | Add To | |
- provide free wifi coverage to the new trains | Exaggerate the Experience Can Shift | Add To | |
- "free-phone hour" | Exaggerate the Experience Can Justify | Add To | |
- partnering with popular grocery stores and "gifting" a free shopping experience randomly | Exaggerate the Experience Can Justify | Add To | |
- fuel vouchers/ loyalty points to earn fuel points | Exaggerate the Experience Can Shift | Add To | |
- childrens celebrations in store | Exaggerate the Experience Can Justify | Add To |