How to create a 5 stars experience for our clients

GOAL: Create a 5 stars experience for our future clients.

UNDERSTAND WHAT A 5 STARTS EXPERIENCE MEANS BEFORE SCALING YOUR SERVICE.

IMPORTANT: YOU, and not the company but you are the one that creates the experience for the client.

For now, listen the previous video completely focused on it. You find the transcript below.

If you want to build something that’s truly viral you have to create a total mind-fuck experience that you tell everyone about. We basically took one part of our product and we extrapolated what would a five star experience be. Then we went crazy.

One/Two/Three star experience

So a one, two, or three star experience is you get to your Airbnb and no one’s there. You knock on the door. They don’t open. That’s a one star. Maybe it’s a three star if they don’t open, you have to wait 20 minutes. If they never show up and you’re pissed and you need to get your money back, that’s a one star experience. You’re never using us
again.

Five/Six star experience

So a five star experience is you knock on the door, they open the door, they let you in. Great. That’s not a big deal. You’re not going tell every friend about it. You might say, “I used Airbnb. It worked.”

So we thought, “What would a six star experience be?” A six star experience: You knock on the door, the host opens. “Hey, I’m Reid. Welcome to my house.” You’re the host in this case. You would show them around. On the table would be a welcome gift. It would be a bottle of wine, maybe some candy. You’d open the fridge. There’s water. You go to the bathroom, there’s toiletries. The whole thing is great. That’s a six star experience.

Seven/Eight/Nine star experience

You’d say, “Wow I love this more than a hotel. I’m definitely going to use Airbnb again. It worked. Better than I expected.” What’s a seven star experience? You knock on the door. Reid Hoffman (founder of LinkedIn) opens. Get in. “Welcome. Here’s my full kitchen. I know you like surfing. There’s a surfboard waiting for you. I’ve booked lessons for you. It’s going to be an amazing experience. By the way here’s my car. You can use my car. And I also want to surprise you. There’s this best restaurant in the city of San Francisco. I got you a table there.” And you’re like, “Whoa. This is way beyond.”

Adding stars clearly excites Brian. It took some time to run through this mental exercise. We’ll skip ahead to the ten star experience.

TEN+ star experience

So what would a ten star check in be? A ten star check in would be The Beatles check in. In 1964. I’d get off the plane and there’d be 5,000 high school kids cheering my name with cars welcoming me to the country. I’d get to the front yard of your house and there’d be a press conference for me, and it would be just a mind-fuck experience.

So what would 11 star experience be? I would show up at the airport and you’d be there with Elon Musk and you’re saying, “You’re going to space.” The point of the the process is that maybe 9, 10, 11 are not feasible. But if you go through the crazy exercise of keep going, there’s some sweet spot between they showed up and they opened the door and I went to space. That’s the sweet spot. You have to almost design the extreme to come backwards. Suddenly, doesn’t knowing my preferences and having a surfboard in the house seem not crazy and reasonable? It’s actually kind of crazy logistically, but this is the kind of stuff that creates great experience.