Service bubbles? So what are they? They’re the places you are when you’re being looked after and experiencing a brand’s great and amazing service – and caught in their bubble. You may have never thought about it before, but we’ve all been there.
You’re shopping and having a great experience in the shop, or in a hotel and being looked after by their team – and getting great service. The service is personalised to you, it is provided by service professionals whose job it is is to understand what delivering great service means and what makes it special, and it’s specific to that brand.
Take Apple – yes one of my favourite service brands: you step into their Apple stores and are greeted by their Geniuses – easily recognisable, all smiling and friendly and all there to make sure you are helped in the way that you need. And they’re proactive in providing good service.
Another great example – is good hotel chains, like Shangri-La (well known in the Far East but with some great hotels now in Europe as well). You arrive at the airport in a different country, quite often tired from a long journey. You’re met after security by a hotel representative to take you to the hotel and you’re then in their bubble. Again, friendly staff, personalised service (often greeting you by name) and with a smile. Whilst you’re staying with them – as their guest – and being looked after, you’re in their care and their bubble.
The usual result of the bubbles? You go away a happy customer, you remain loyal to the brand and come back for more, and you tell people about it.
So what makes them bubbles? They’re normally temporary for you – you step into them when you start an experience or journey and step out when you’ve done (a good example being when you leave a hotel, are taken to the airport and dropped off – everyone knows that feeling that it’s back to normality), the bubbles normally grow whilst you’re in them – with the service getting better as you complete your purchase or transaction and there is a only a thin line between the bubble and the outside world.
You can imagine different service bubbles coexisting for different businesses and organisations, and moving from one to another and receiving different experiences in each – some good, some great, some maybe not so good. Businesses that work well together as partners can even have bubbles that join together and your journey from one to the other, is seamless and there’s no need to step outside of them.
Airlines (and other forms of transport – e.g. trains) are another great example of service bubbles and they differ widely from good old economy, business class and first class!
How do different companies bubbles differ from each other? How can you rate and compare them? Quality and size? Does and should good service demand a premium price tag? Stay tuned for more on this in a future blog post.
Whose service bubbles have you be in and what were they like? Do let me know…