The Memory of Experiences

On the weekend I happened to hear Petula Clark's 1964 song "Downtown". Before you snicker at my music choice, it did bring back a strong memory of my childhood. Despite the fact I was born more than 10 years after its release, every time I hear this song I'm instantly transported back to my grandma's apartment in downtown Edmonton. I can vividly hear the traffic outside, see the green shag carpet, picture her old Eskimos game programs and remember my aunt Kay with whom she lived. These vibrant memories and connections all come from one simple song that I rarely hear.

It is cliché but true - life is about experiences. They often change and morph in our minds over time but are brought back by certain triggers. How we remember them is always an interesting study and got me thinking of how organizations can think about delivering outstanding experiences.

While it may not be advisable to start playing theme songs as clients enter your office, sensory experiences can be powerful. Colours or lighting can evoke certain emotions and reactions. Vibrant, bright colours might suggest energy or youthfulness while more muted colours could speak to professionalism and experience. Even the cleanliness and tidiness of your space or shop provides a sense of how your organization functions.

I admit every now and again I pull out my gold medal hockey game ticket from the Vancouver Olympics just to relive that experience. A simple piece of paper quickly transforms to visions of Sidney Crosby at the other end of Canada Hockey Place. Providing clients something that authentically links to you can equally keep you front of mind. A timely or personalized gift to recognize a client's milestone or even a unique, fun way to package invoices can provide that tangible association.

Relationships though are often at the heart of our experiences. Memories often remain strong of the people you backpacked with through Europe or the friends with whom you celebrate every Canada Day. The positive experiences (much like negative ones) will remain associated with those individuals or organizations. This is what makes the time you spent volunteering with a client at their charity of choice or the invitation to a great lecture you gave a key contact so valuable in building a relationship. The client will remember those experiences and, as a result, you.

Clients who relate interactions with you as positive, memorable and even remarkable experiences are more likely to return and also share those stories with others. When they have these connections with you, they may not be singing "Downtown", but they'll definitely be singing your praises.