An Argument for Ordinary Experiences
Insights from Base Camp / Alexsa Young, Dir. Marketing
We often talk about creating extraordinary experiences, disrupting the loop, and creating unforgettable moments. In many ways momentous occasions can set you apart from your competition. However, while we crave the heightened experiences that help create memories, these experiences are far and few in between leaving the vast majority of what happens in our daily lives quite ordinary.
However, to truly understand the power of ordinary experiences, we need to delve into the psychology behind them. While the brain does indeed crave novelty and excitement, it also requires periods of predictability and stability. Think of ordinary experiences, like signing paperwork or annual reviews, as the baseline melody in the symphony of human interaction – basic but essential. These moments may not make the highlight reel of a client’s life, but they serve a crucial function. They build trust, provide continuity, and set the stage for those extraordinary experiences to be impactful.
You may not consider a trip to the grocery store extraordinary. While it may feel neutral, and may not create peak-end memories, this trip still provides a transformative outcome by offering control and stability. While humans seek exhilaration, we also seek elevated experiences because they have positive effects on happiness and satisfaction. We want heightened experiences for optimism, but we require ordinary experiences for stability – another aspect of human behavior that we can’t live without.
When it comes to ordinary experiences – being fastidious about the small things – be it the ease of online paperwork completion or reaching a team member to open an account – can significantly alter a client’s perception. In these moments, what seems mundane can be laden with signs that you are reliable, detail-oriented, and invested in providing quality service.
These ordinary experiences form the backbone of customer satisfaction, advocacy, and most importantly, trust. As we aim to disrupt and dazzle, let’s not overlook the power and potential found in the ordinary.
Consistency is the Basis of Ordinary
This brings us to the topic of consistency. While the highs of extraordinary experiences can be emotionally intoxicating, their consistency is lacking. Instead, the reliability of ordinary experiences forms the bedrock of any lasting relationship. Imagine dining at a restaurant that serves a life-changing dessert but offers subpar main courses and erratic service. The inconsistency tarnishes the overall experience and leaves you hesitant to return. Similarly, if clients find their regular interactions with you lacking or unpredictable, even the most dazzling moments of exceptionality can’t salvage their overall perception.
But how do we transform ordinary without losing consistency?
Communication, too, can transform the mundane into something noteworthy. The key here is to make the ordinary feel intentional rather than the byproduct of neglect. Confirming meetings ahead of time, or even sending a quick follow-up email shows clients that you are considering their needs even when the stakes are low. These touchpoints of proactivity can demonstrate empathy and attentiveness, traits that are crucial to elevating any client experience, whether ordinary or extraordinary.
So, how do we apply this to the real world of customer experience success? It starts with the recognition that ordinary doesn’t have to mean unremarkable. These are the moments where reliability is tested and expectations are set. By handling the ordinary with as much care as the extraordinary, we are not just meeting the basic expectations of out clients but exceeding them in ways that they didn’t even realize were even important.
These ordinary experiences form the backbone of customer satisfaction, advocacy, and most importantly, trust. As we aim to disrupt and dazzle, let’s not overlook the power and potential found in the ordinary. By elevating these experiences, we do more than just fulfill a function; we create a comprehensive experience that makes even the most mundane interactions memorable in their own right.
