Whether a purchase is big or little, the magic of customer delight comes from little extras. Delivering them is a simple matter including GLUE in every experience.
Deep in Cirque du Soleil’s GLUE
My kids and I capped a week of Disney magic by seeing La Nouba in Orlando. Maybe that’s why we weren’t surprised by Cirque du Soleil’s GLUE—a practice as much a part of Disney as Mickey’s ears.
Disney doesn’t instruct “cast members” to wow or delight visitors. Instead, they follow a two-step process: 1) Determine customer expectation. And, 2) Find a way to take it just one notch higher. Or, as Walt himself said, “plus it up.”
Disney calls it GLUE: Give Little Unexpected Extras.
Adding surprise and delight
I’m a sucker for soundtrack CD’s; a willing passenger on the mood-control ride of music. So, I bought Cirque du Soleil’s Kooza CD after seeing it in Houston.
What I didn’t expect, was the experience waiting inside.
Most CD’s are sleeves within a sleeve, maybe with liner notes and pictures.
Not this one. IT came packed with GLUE:
A pop-up box surprise reinforcing the performance magic of Cirque du Soleil.
Did it cost them extra? Yep.
Did it plus up my experience? Absolutely.
It’s good to be GLUE’d.
Where do you put the GLUE in your business?
Let you in on a secret:
If you ever go see Cirque du Soleil, get there early. Sharing any more would ruin the pre-show surprise and delight of Cirque du Soleil’s GLUE.