How do we think about our customers? How authentic are our communications as a result? Are we telling enough stories about them? In this week’s show, we will see how a master of communication does it.
I am sure you have you seen notices explaining that this location is going to close while the building is being reconstructed and that it will reopen at a specified day in the future? One notice however has become much talked about locally amongst Japanese retailers. Toraya are a famous traditional Japanese sweets manufacturer and retailer. Mr. Mitsuhiro Kurokawa is the 17th generation of his family to lead the business and his “we are rebuilding” notice is considered outstanding, even in a country where omotenashi or unparalleled service is renowned.
Most such notices tell facts, supply relevant data, maps and provide the obligatory greetings about serving us again when they reopen. Kurokawa san did all of that but much more. He put the current change in historical perspective, noting the business started in Kyoto in 1586, moving to Tokyo in 1869 and to this location in 1964. By doing this he is assuring us of their long traditions, longevity and capacity to change with the times when needed. He then started to tell some stories about the customers they have had at this shop on Aoyama Street in Akasaka, over the last 51 years. What stories are you currently telling to your clients?
He mentioned that every three days, a male customer visited the shop to enjoy oshiruko (bean paste sweet soup with grilled mochi). Another customer, a kindergarten aged boy came with his mother to the shop every day and bought a bite sized yookan (sweet bean paste block). A 100 year old lady regularly came by wheelchair to the shop. She later became hospitalized and her family came to buy namagashi (fresh Japanese sweets) and higashi (a dried sugar sweet), to take to the hospital for her. Even after she couldn't eat anything anymore, they found if they crushed the dried sugar sweet she could still enjoy it.
He mentioned that he couldn’t include all of the episodes they have shared over these 51 years with their customers, but he said he and the staff keep them, one by one, in their hearts forever.
Telling customer stories is powerful. Kurokawa san made the customers experiences come alive and he subtly linked them to the products they enjoyed. The feeling of the notice is that there is a special bond they feel with all of their customers and even though they won’t reopen on that site for another three years, they won’t have forgotten them and look forward to serving them forever.
Are we communicating we feel a special bond with our customers? Are we weaving enough customer stories into our communications? Kurokawa san’s notice gets attention in Japan because of the sincerity in the message. He is regarded as really epitomising the spirit of a family that has served customers for 17 generations.
We may not be the 17th generation in our business, but we can bring more heart into the service we provide our customers.
Action Steps
Are we really thinking about creating an emotional connection with our clients Are we telling enough happy client stories in our communications Are we fully aware of the content of all the touch points we have with our buyers Are we serving from the heart or just the head Are we instilling the right frame of reference into our staff, regarding how to properly serve the client.
