04Jun Amy’s Ice Creams Customer Experience – Now That’s Cool!
Creating ‘remarkable’ customer experiences can be a key ingredient of competitive advantage! By personalising the customer experience, making customers feel valued, and ‘delighting’ them it gets them telling other people!
Here’s an example of a business that has built this completely in to the way it looks after its customers. Amy’s Ice Creams is an incredibly successful chain of 15 ice cream parlours across Texas that ‘wows’ its customers via extraordinary tricks with, yes, you’ve guessed it – ice cream! How cool is that?
Amy’s Ice Creams‘ employees do ‘tricks’ with the ice cream as they prepare it for you. This could include throwing ice cream scoops under their legs, behind their backs, and over their colleagues! Some stores are known for throwing ice cream across the street, where either the recipient or another employee catches it (hopefully!). Oh, and they’re dog friendly!
Amy Simmons, who set the business up in 1984, looks for creative people to do these amazing things – How do they find them? Well, they have a fairly unique application process. Forget filling in forms – their process involves a white paper bag!
Applicants are encouraged to be creative with the bag as their application for a job. They have included decorated bags, short stories and videos placed in the bag. Some applications have included only portions of the bag, puppets made from the bag, or the remains of a bag (ashes). The end product does not need to resemble the original bag. The only requirements are to write a name and contact information somewhere on the application! Now, THAT is Dramatically and Demonstrably Different!
To reinforce their Dramatic Difference, they are holding their annual ‘cream slingin’, high flying, ice cream tossing, spade juggling extravaganza.- the 9th Ice Cream Trick Olympics! ‘Expert’ ice cream servers will be performing tricks with scoops of ice cream, and a huge crowd is expected in Texas. Events include Decathlon where employees do ten different tricks as fast as they can; Best Team Trick, where pairs of employees work together to complete a multi-level trick; and Best Solo Trick, where individual employees try to outdo each other with complicated tricks]
But it’s not just the events that differentiate this business, it’s what it does day to day that makes it a 3D business (in fact, it’s number #25 in our search for 100 3D Examples)
(This idea is number #25 in our 3D Challenge search for 100 ideas!)
(3D Characteristic #3 Create Delighted And Devoted Customers #5 Build An UBER Culture!)