MEMORIES.
Delighters, Legends and J*MoMs are memory makers.
Delighters
Developed by Japanese economist Noriaki Kano, one of the 5 features attributed to products, is a ‘delighter’ – the unexpected and surprising feature that users (customers) don’t anticipate, but once encountered, they stand out and create memorable experiences.
A well-documented ‘delighter’ was Spotify’s Wrapped when it originated 10+ years ago (Might not be so much now as it has been copied so often).
Legends
From the brilliant book by Will Guidara ‘Unreasonable Hospitality – the remarkable power of giving people more than they expect’, “Legends” are shorthand within the restaurant for those special touches delivered to guests.
As per page 205 of the book “They took on even greater significance when the people receiving them gave them a story – A Legend to tell”).
Read the book (please) for examples of simple to sophisticated legends and the philosophy, psychology and strategy behind them.
J*MoMs (Joyalty* Moments of Magic)
To enhance emotional customer connections, a J*MoM is “Your customer’s feeling of maximum joy and delight from one or a series of Moments of Magic (MoMs) delivered by your brand”
Multiple examples are available in our paper on ‘The new loyalty program is a Joyalty* program‘.
Delighters, Legends and J*MoMs are activators of the unexpected.
Memory is stimulated by the unexpected (yes, the unexpected is ‘positive’).
Rory Sutherland so eloquently states that “These acts of discretionary generosity seem to be unbelievably communicative because you weren’t expecting them and you weren’t entitled to them”. (From The Uncensored CMO podcast)
Beyond the memory, they are emotional connectors.
They are moments worth sharing.
Can you afford to do them?
Can you afford not to do them.
Will Guidara shares his 95/5 rule for ‘legends’.
95% of budget is allocated to defined and measured activities, carefully managed and measured.
5% of budget is allocated to random, undefined and unmeasured (in the finance sense) legendary moments
“We could afford to splurge on Legends because the rest of the budget was carefully managed and most of the time, we didn’t have to break the bank to blow someone’s mind” (page 209)
As identified in For Love or MoneyTM, there is finance in feelings.
Members of loyalty programs receiving a J*MoM are likely to:
- Purchase again (48%)
- Tell friends and/or family (45%)
- Feel more emotionally connected to the brand (32%)
- I would spend more in the future (30%)
- I would share the joy on social media (13%)
While this might attract a say/do gap, you can still do the attribution of the downstream impact of a J*MoM, Delighter or a Legend when combined with an identified member base who receive them.
That’s if you want to do the numbers.
If you don’t, then do what Will (Guidara) does, create a memory making allowable and spend it shamelessly and watch what happens to those customers on the receiving end of a delighter, a legend or a J*MoM
Stitching it all together
Think of the why, what and how of creating memories for your customers.
If you want an 8-step process with examples, here is a link to the paper for you to access.
No matter, what you call it… a legend, a delighter or a Joyalty* Moment of Magic – the world needs more moments of magic, more random acts of kindness, more unexpected generosity, more planned spontaneity, because they may just create a pandemic of joy!*
Have a delightful, joyful and legendary day!
*Thank-you Deepak Chopra
