What it is: Making the customer feel like they got their money’s worth and more is a way to retain customer loyalty.
Guy Kawasaki worked as an evangelist for Apple so he has first-hand knowledge and experience at how Apple works to enchant its customers. The main goal is to under promise and over deliver. If you can do that consistently, you’ll always delight and surprise your customers, and that generates positive word of mouth. There’s a reason why Apple has so many loyal fans. It’s not because of slick marketing or fancy products, but because Apple makes an effort to surprise and delight the customer.
Think of the PC world where manufacturers focus only on themselves. To make more money, most companies fill their PCs with bloatware, which is trial software and additional utilities from third-party companies who hope to entice users to pay for a subscription (such as an antivirus subscription) or upgrade to a newer version of the software. Such bloatware takes up space and often slows down the computer. So before the consumer can even use a PC, it’s already crippled for the manufacturer’s benefit, not for the consumer’s benefit. In fact, the consumer is actually hurt and inconvenienced by bloatware.
Now if you use a Windows PC and run into problems, you have to call a technical support line that often makes you wait a long time. when you finally reach a support person, that support person must give you verbal instructions to help turn you into a computer technician over the phone. Imagine having car problems and calling a mechanic who then tells you how to fix the problem by crawling underneath your vehicle and changing brake pads and oil filters yourself.
When you need technical support for a PC, manufacturers make you do most of the work, which wastes your time and frustrates you since most people don’t know understand computers in the first place. Trying to turn ordinary people into computer technicians through verbal instructions alone is an exercise in frustration and confusion that virtually guarantees a poor customer experience.
On the other hand, every Macintosh Apple sells is optimized with software ready to run. There’s no bloatware to slow your Macintosh down, and removing software you don’t want is easy by just dragging it to the Trash icon.
If you need help, you can take your Macintosh to an Apple Store and get free technical support from a live person who does most of the work for you while you wait. That’s a huge contrast to calling a technical support hotline and trying to turn yourself into a computer technician with verbal instructions over the phone.
In Guy Kawasaki’s book “Enchantment,” he talks about how anyone, not just companies, can enchant other people. Basically it involves looking out for their interests as well as your own. Taking advantage of people is definitely not a way to enchant or delight others, yet that’s exactly what PC manufacturers do with bloatware (that inconveniences the user) and technical support hotlines that turn the user into a computer technician through verbal instructions, guaranteeing a frustrating experience.
Enchanting people involves doing what you say you’re going to do, doing it on time or ahead of schedule, and completing your work to the satisfaction of the other person. Even better is if you can do more than you were asked to do.
In the job market, who will a company fire first? Someone who grumbles and barely does any work, or someone who works quickly, efficiently, and productively while making people around him or her happy to have them around?
Enchanting people isn’t just for marketing but for individuals as well. Everyone can improve their productivity in whatever field they’re in. All you have to do is look at any working relationship from the other person’s eyes and think of how to make that other person happier. It’s really that simple, and that’s the formula for success that Apple uses that competitors like Samsung and Dell Computers consistently fails to copy. If you’re going to copy Apple, copy what really works rather than just creating cheap clones of Apple products. It doesn’t take an MBA to figure that out, but apparently this message hasn’t reached Apple’s competitors yet after all these years.