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

Welcome to the new kid on the service exemplar block: Cirque du Soleil. And, their formula for success is not just an over-the-top attitude of great service; 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 du Soleil performance, including 15 million last year.

Let's try a fun exercise based on a real situation. You look for all the places a Cirque du Soleil sensory transformation could have elevated 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 and glass; no color except the green of the plants and grass. Inside the front door, the scene was business boring. No music, no decorations, no paintings, absolutely nothing memorable that caught my eye or ear. There was no warm hosting as we walked in their front door.

The polite but largely functional receptionist asked us to take a seat in their waiting area. I asked about a cup of coffee and was told they had none for members, only employees. The magazines were the usual suspects. Nothing whimsical, clever or interesting. Where's a Mad Magazine when you most needed it? When I inquired about Wi-Fi (I live with my laptop) her expression bordered on “What's a Wi-Fi?” There was no popcorn machine or television showing CNN or CNBC or financial service educational videos I could watch and learn from. I peered through the side window where I could see members exiting the drive-in. No one was laughing and no service souvenirs were evident to remind members of a compelling experience.

cirque du soleil experience offers tips for credit unions My friend was invited to a platform desk while I waited for him to complete his transaction. When I asked a teller the location of the bathroom, she informed me it was just past the employee break room. The bad boy in me asked if there was a member break room and she gave me a stern look. I just knew I had broken a rule.

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

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

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

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

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

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

Chip R. Bell is a keynote speaker, business consultant and author. He can be reached at 214-522-5777 or chip@chipbell.com.

Instant Insights /

If Cirque du Soleil Ran Your Credit Union

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