March 9, 2010

Leaving Well Enough Alone
















What's wrong with this picture?

Any traveler will tell you that the mouthwash is always the bottle with the aqua liquid.

Unless you are at The Broadmoor Resort, where I (and apparently dozens of others at the conference I am attending) discovered it is energizing seamoss bath gel.

The taller bottle is mouthwash, a lesson some learned only through trial and error ... an unexpected, bitter, vile-tasting error.  Nothing energizes our mouth faster than an unexpected shot of seamoss gel.

Now having a larger bottle of mouthwash might indeed be nice for a guest to enjoy during a stay, but not if you discover it in desperate need to wash the tatst of bath gel out of your mouth (note: it doesn't go away easily).

Why The Broadmoor chose to introduce a new language for travel mouthwash I cannot tell you.  But it was unnecessary and unappreciated by many.

When a fairly universal standard exists for recognizing what something is, one that works very well I might add, you don't introduce a new code unless the meaning is going to be clearly understood and add some new value.

The opposite though can be true if you are going to take it to the extreme ... like Starbucks.  They introduced a complete set of new language around ordering coffee, one that was an integral part of the new customer experience they were trying to create.

So do change the framework if you are trying to shift the culture.  Otherwise leave well enough alone.  Because if you don't, we are going to wash your mouth out with soap, bath gel, mouthwash.

2 comments:

David M. Patt, CAE said...

Hey, Jeffrey,

Were the bottles labeled?

Jeffrey Cufaude said...

They were but in a typeface and color that wasn't very noticeable, particularly early in the morning when you're just waking up.

It's definitely mu fault for grabbing the wrong one, but not sure why Broadmoor would go against the norm, when there is not value to be gained in doing so.