At the recent Adobe Summit in Salt Lake City, one of the most interesting presentations I saw was delivered by John Bollen of MGM resorts. As the Chief Digital Officer for MGM, John is responsible for supporting the guest experience through technology. During his presentation, John brought up an interesting challenge. At MGM, they realize that their guests are never the same guest twice. What that means, is that a single customer might visit an MGM resort multiple times under different circumstances. For example, they may visit on an outing with their friends, then again on a business trip with colleagues, and later on a leisure trip with their family. The key to delivering a great experience for each visit, is understanding which mode a guest is in, and providing the appropriate interactions.
The challenge John described is what I refer to as The Dynamic Customer. While you may have a good understanding of your customer’s needs, behavior and motivation, you can’t expect them to engage with you in the same way every time. Customers are people. And people are dynamic. They are emotional, sometimes irrational and largely influenced by their environment. To provide the right experience at the right time, you need to take into consideration the customer mindset and provide interactions that are appropriate for the situation.
Take for instance, my experience with our local drugstore. I always seem to find myself running to the store with my kids to pick-up a gallon milk, a prescription, or whatever last minute item I need. However, when I have a sick child with me, the last thing I want to do is get them unbuckled, drag them into the store and then try to get them back into the car. On one such visit earlier this year, I was going to the drugstore to buy some Motrin for my son, who was with me in the car. I thought, wouldn’t it be great if I could just get the medicine that I needed through the pharmacy drive-thru window? Surely that makes perfect sense. So I tried to do exactly that. Unfortunately, my store did not offer any OTC medicine through the pharmacy window. Needless to say, I was not a happy customer that day. The drugstore did not consider my situation and provide an appropriate experience. On the other hand, all of their other customers did get to experience a sick, screaming child being carried through their store…
In this instance, it seems that my situation was not unique. The drugstore has recently added some of the most common over-the-counter medicines to drive-thru pharmacy window, including children’s Motrin. Now they’re thinking about The Dynamic Customer, and so should you.