1.05 – Keeping It Real
Creating memorable customer experiences that drive loyalty involves tapping into emotions like satisfaction, self-worth, self-actualisation, and fun. When brands fulfil these emotional needs, they effectively change consumer behaviour and boost purchasing loyalty.
Changing Behaviour with Fun: The Volkswagen Fun Theory
One of the best examples of changing behaviour by making routines fun comes from Volkswagen’s “The Fun Theory.” This initiative demonstrated that fun can positively influence behaviour, similar to how games can enhance customer engagement.
Volkswagen invited people to propose ideas for improving routine behaviours through fun. The winning ideas were then tested to see if they worked.
Attention-Grabbing Ideas from The Fun Theory
Here are some innovative examples that successfully changed routine behaviour by adding an element of fun. Consider how you can build on these concepts to create enjoyable customer experiences at every touchpoint in the customer journey, from need identification to purchase confirmation.
1. Reducing Speeding with Fun
In Stockholm, speed signs showed drivers how fast they were going. However, this programme added a twist: if you were under or at the speed limit, you were entered into a lottery to win a cash reward funded by speeding fines. This approach reduced the average speed of nearly 25,000 cars from 32 km/h to 25 km/h, a 22 percent reduction.
2. Encouraging Stair Use Over Escalators
To promote healthier choices, a staircase next to an escalator was transformed into a keyboard. As people moved up or down the stairs, they played music with their feet. This fun twist led to a 66 percent increase in people choosing the stairs over the escalator.
3. Boosting Recycling with Fun
The bottle bank arcade experiment turned a recycling depository into an arcade game. Each bottle deposit triggered lights and sounds, adding up points like a game. This fun element attracted nearly 100 people in one night, compared to just two people using the conventional depository.
Integrating Fun into Your Marketing Plan
Your marketing plan should not only guide product distribution and profit generation but also create experiences that enhance people’s lives and foster community. Delivering emotional fulfilment and building a community around the value you offer makes success more attainable.
Additional Strategies for Creating Fun Customer Experiences
1. Gamification
Incorporate game-like elements into your customer interactions. Offer rewards, badges, and leaderboards to engage customers and make the experience enjoyable.
2. Interactive Events
Host events that allow customers to interact with your brand in a fun and meaningful way. This could include product demos, workshops, or community gatherings.
3. Surprise and Delight
Implement surprise and delight tactics, such as unexpected discounts, personalised gifts, or special thank-you notes, to make customers feel valued and appreciated.
4. Social Media Engagement
Use social media to create fun and engaging content. Run contests, challenges, and interactive posts that encourage customer participation and shareability.
By incorporating these strategies into your marketing plan, you can create fun and memorable experiences that resonate with customers, build loyalty, and drive sustainable growth.By incorporating these strategies into your marketing plan, you can create fun and memorable experiences that resonate with customers, build loyalty, and drive sustainable growth.
