Small things can make a big impact
Small things can make a big impact
You can tell a lot about a brand by how they do the little things.
The mechanics’ bathroom
As a kid, I spent every afternoon at my dad’s mechanic shop. I’d help him in the shop, pump petrol and pass him tools as he fixed cars. It was fun. And every afternoon, as kids do, I would need to use the bathroom. And it was, you know, a mechanics’ bathroom!
A few weeks back I got my car serviced at my new mechanic and while I was waiting for my car I went to the bathroom. And the toilets were … amazing! It was totally unexpected. The bathroom was thoughtfully designed with modern fittings, and it was very clean. There was a fresh bouquet of flowers in a vase resting on the vanity - true story - and they provided natural, aromatic, herbal soap instead of that pink liquid - you know what I’m talking about - that chemical-cocktail others use. And there were two options to dry my hands — paper towel or air dryer. For a moment I felt like I was in a four or five-star hotel. I had to remind myself that I was still at the mechanic!
They didn’t do much to the bathroom, but what they did do made it a memorable experience. It was a nice experience. This led me to think … if they took that much care with their bathroom, I’m sure they’ll take good care of my car.
Why does this matter?
My visit to the bathroom told me a lot about their brand. It told me that they care about their customers’ experience. It told me that they’re thoughtful, attentive to detail, intentional and strategic. The point is that your bathroom is going to shape your customers’ perceptions and influence how they feel and think. So you may as well take advantage of that moment and make it special.
The Halo Effect
This is known as the Halo Effect. It’s proven that when people see something beautiful and high quality they automatically assume what’s on the inside, what is unseen, will also be beautiful and of high quality. The opposite is also true. This is known as a confirmation bias and is another way of highlighting how outward appearance influences people’s feelings about inward significance.
Thoughtful and intentional design says a lot about the quality of the product or service. It builds confidence and excitement about the promise of what is to come. If the entire experience is pleasant and inspiring — the marketing, the store visit, the bathroom, the waiting room, right down to the packaging and product — if it all looks great, then people assume that the actual product or service will be great as well. Outward appearance says a lot about inward significance.
So … if you offer a toilet for customers to use, at the very least, keep it clean. Better yet, put a little imagination and personality into it and make it an enjoyable experience. Do whatever you can to show your customers that you care about their entire experience. This is what high-end restaurants and hotels do and people love it.
