“The future of business lies in experience architecture and you are the architect.” Brian Solis
Today is Cyber Monday, which was created in response to Black Friday when e-commerce became a thing. And can you even believe that was in 2005? Exactly 10 years ago. Ten. Years. Ago! And now look at the world. E-commerce has now become on-demand anything. Think the W Hotel, whatever, whenever. Wow!
As I was scrolling through Instagram last week, I happened upon an ad, yes, an AD, done well, and seemingly timely and relevant to me, good job ad.
This ad was for Zeel, what I will call the Uber of Massages, yes, in home massages on demand. Breakthrough? No. Not now at least, as we are living an on demand life. And e-commerce has become more than just a transaction; it has become a way of life. We are consuming 24/7 via our mobile devices. All day, every day. We are even paying for our beloved Starbucks with our phone, without a wallet. Think about that. No money is exchanging hands. None.
Whether its someone to build my Ikea desk, thank you Task Rabbit, to someone to do my grocery shopping, thank you Instacart, to someone to deliver late night snacks, thank you Eat24, to someone to whisk me around town, thank you Uber, to someone to run an errand while I have the flu, thank you Postmates. On demand everything. And lets not even get started on Amazon’s new Prime same day delivery. Thank you Amazon.
The world has changed. Again. Just when you thought having a website and a presence on Yelp, Instagram and Facebook mattered, that now feels like so 2013.
With 2016 around the corner, it is imperative that we really take a serious look at our client’s digital experience if we want to stay relevant. Period.
This on demand life is creating experiences that are so seamless and awesome, there is almost no question as to why we would not just pick up our “phone” and click “book now”.
Here is a little “on-demand” quiz for your biz…
Can I book from my “phone” easily? And I mean awesomely! No bugs, easy to read, awesome to experience.
Do I have a responsive website (mobile + tablet friendly) that allows for no more than one click to connect with me?
Are all my links on my social profiles relevant? Meaning, why would you have the URL of your Facebook page on your Insta profile? I want a phone number and on online booking link.
Is your payment processing seamless and easy? Email receipts? Online sales?
Is your confirmation process seamless? And I mean without me having to pick up the phone?
Is there a system, which allows me to review your biz, not because you want a 5 star review but because you care enough to hear about my experience? Is it a one-click process?
Is it easy for me to share my experience of your biz with my friends? Like in one click?
Based on your answers, my challenge to you is to audit your entire online and offline experience, and create a plan to crate an experience so awesome, your clients truly enjoy engaging with you and shout it from the rooftops to all that will listen.
If you are thinking, screw that, I like the good old fashion way of doing business; here is what I will say…
This is NOT about changing face-to-face experiences; it is actually about making them better. This is NOT about not picking up the phone, this is actually about engaging on clients terms, not yours.
This is NOT about today; this is about being in business tomorrow. The world has changed, as have the clients seeking salon and wellness services, so my passionate plea to you is to open your mind, and focus on building the new, not fighting or defending the old. My challenge to you is to see the entire client journey from discovery of your business to entering the door of your business. What does that experience look and feel like? It matters.
Adele may try to call 1000 times, but your current and for sure your future clients won’t. #fact
Love + Awesomeness-
Nina
PS: All of the above on-demand services I mentioned are all ones I highly recommend. Of course.
PPS: If you are looking for some tools specific to the salon market, I blogged about that here and here.