A few years back it was popular to say that the number onecompetitor for all organizations seeking to create a great customerexperience was Disney. And, their friendliness and dedication to“happy like a kid” joy still makes most banks, restaurants, hotelsand retail chains pale by comparison. Many leaders flocked toDisney World to go attend their Disney Way training programs.

Welcome to the new kid on the service exemplar block: Cirque duSoleil. And, their formula for success is not just an over-the-top attitude of greatservice; it is total sensory emersion. All their customers'senses are plunged headlong into a cavalcade of theatrical delight.The payoff? More than 100 million people have seen a Cirque duSoleil performance, including 15 million last year.

Let's try a fun exercise based on a real situation. You look forall the places a Cirque du Soleil sensory transformation could haveelevated this experience to high wire heights.

I went with a friend to pick up some papers at his credit union.The entrance was plain vanilla industrial. Lots of concrete andglass; no color except the green of the plants and grass. Insidethe front door, the scene was business boring. No music, nodecorations, no paintings, absolutely nothing memorable that caughtmy eye or ear. There was no warm hosting as we walked in theirfront door.

The polite but largely functional receptionist asked us to takea seat in their waiting area. I asked about a cup of coffee and wastold they had none for members, only employees. The magazines werethe usual suspects. Nothing whimsical, clever or interesting.Where's a Mad Magazine when you mostneeded it? When I inquired about Wi-Fi (I live with my laptop) herexpression bordered on “What's a Wi-Fi?” There was no popcornmachine or television showing CNN or CNBC or financial serviceeducational videos I could watch and learn from. I peered throughthe side window where I could see members exiting the drive-in. Noone was laughing and no service souvenirs were evident to remindmembers of a compelling experience.

My friend was invited to a platform desk while Iwaited for him to complete his transaction. When I asked a tellerthe location of the bathroom, she informed me it was just past theemployee break room. The bad boy in me asked if there was a memberbreak room and she gave me a stern look. I just knew I had broken arule.

Their bathroom could have been exported from any business officewith no piped-in music. There were no newspaper clippings, reviews,educational pictures or even advertisements attracting me to becomea credit union member. The bathroom was spotless but completelysterile.

I returned to the reception area, where my friend waited with astack of forms – all in plain white. He had made a deposit while Iwas in the bathroom; his receipt was the same color as the one Iget at a Walmart checkout. So, what would Cirque du Soleil do totransform this ho-hum experience into one with a story to tell?

All consumers today generalize memorable experiences to allother service providers. When the FedEx delivery person moves witha hustle we assume the postal carrier will do likewise. A delightful encounter with a Zappos' call center operator elevatesexpectations for all receptionists, tellers and cashiers.

During the half-time show of the 2015 Super Bowl, Katy Perrysoared around the roof of the arena with colorful pyrotechnics inthe background and rode a giant glass lion as she sang her hit song“Roar.” More than 115 million people watched that show, includingmany of your members. Fiduciary does not have to only befunctional.

Know your members well and aim for the response you believe theywill value. Consider the emotion and sensations (real or imagined)you want to call to mind. Sights, sounds and smells are all cuesfor members that can surface pleasant or not-so-pleasant memories.Once you have decided on the senses to appeal to, find ways tointroduce them in a way that members discover and delight in. Alsoremember that sensory enhancement must reflect proportion andbalance. If your members are singing along with the music, it mightbe playing too loud.

If your credit union were an attraction, great service might beDisney World but enchanting service would be Cirque de Soleil. Putyour members' senses on steroids!

Chip R. Bell is a keynote speaker, business consultant andauthor. He can be reached at 214-522-5777 or [email protected].