My business card sports this drawing by Hugh McLeod @gapingvoid.

When we create a product, solution or experience and offer it to consumers, it’s only the opening line of a conversation. Each customer interaction with the brand (product, service, experience) is an opportunity to interact and engage. When these engagement points are carefully thought out, and are resonant and unexpected for the person interacting with the product, the reaction is often WOW!!!

For example, the dining experience in Virgin Atlantic Upper Class used to delight diners with these adorable “Wilbur and Orville” salt and pepper shakers.

In fact, travelers were so delighted, their numbers began to dwindle due to thousands of people “pinching” them. What was Virgin’s response?

Intended or not, this “deterrent” extended the conversation to include the people dining in the home of the person who pinched the shakers. Unfortunately, the conversation came to an end, and the shakers can now only be found on eBay.

MINI is another example of a conversational brand experience.

I designed my MINI. When I came to sign the paperwork, I saw my new car on display — front and center, in the showroom. People were walking around the car, admiring it. Next to the car was a museum-style exhibit stand, declaring it “Made Especially for Erin.” This “exhibition” made me smile.

When I first drove it after dark, I noticed touches like the purple colored accent lights on the doorhandles. You can even change the glow color. Would I have asked for this feature? No. Yet, I was delighted to see it. I showed it to other people, and wondered why others never thought of adding a light to find the interior door handle.

My conversation with MINI has continued, for nearly 3 years now.

Each time I bring the car in for maintenance, I find little touches left by the people who interacted with my car – MINI gum, thank you and “we were here” notes, and this “Scars are sexy” sticker on the inside of my windshield. Since they are unexpected, I often discover them over time, extending the conversation.

In contrast, think of a time where you encountered a problem with a product and needed help.
Was there a conversation, or was it one-sided? Was anyone even there?

When crafting conversations, how might we design touch point experiences to evoke a “Wow!” a giggle, or ahhhh?

These designed experiences encourage delighted users to share their experiences with others. Often, these conversations build relationships between consumers and the brand, resulting in greater customer loyalty and ultimately, sustainable business growth.

What’s your product saying?