I was first introduced to the term “Psychic Pizza” by John Goodman, author of Strategic Customer Service and Vice Chariman of TARP, a customer strategy consultancy. So what is psychic pizza? John defines it as follows:
You’re sitting on your couch thinking about what to have for dinner. The door bell rings and its the pizza delivery guy who say’s ‘here is the pizza you were about to order’ Anticipation of customer needs & wants is one of the tenents at the core of delivering exceptional customer experience, according to Goodman. While it’s hard to argue this concept in theory, you might wonder how this translates into practice. And, when translated, does it really have that great an impact on the customer experience? Until yesterday, I was a skeptic. Skeptical, not that it could be done, but about the impact.
Oriental Trading http://www.orientaltrading.com is a catalog/on line retailer that sells party supplies, art and teaching supplies, crafts and novelties. For my son’s 2nd birthday party last August, we ordered a variety of items to pull off a rock and roll-themed shindig. It ended up being a sizeable shipment of blow up guitars, saxophones, microphones, streamers, balloons, plastic silverware (oxymoron?), plates…you get the idea. Yesterday, a representative from Oriental Trading called my home with the following greeting: “…We noticed that you placed a sizeable order last year around this time for rock-and-roll themed party supplies. We would like to offer our assistance in planning this year’s event. We have added to our rock and roll collection and have added a number of other themes to our party store. One of our representatives would be happy to help you with everything you need to make your party a success. We can be reached at….”
I don’t remember telling them this was for a birthday party. But if I did, they noted it. Even if I didn’t and this was not a recurring event, would there be any negative to making that assumption based on what I ordered? I would not have perceived it that way.
So, was it simple to do? Sure! Any contact management/CRM system can support this process. The payback in terms of my delight, that will now translate into a new order and positive word of mouth? Significant.
It begs the question. If it’s this simple to deliver psychic pizza; and the return is so great, why don’t more companies anticipate customer desires as a core strategy for value creation?