A lesson from underground on elevating the customer experience

The new metro line in Rio de Janeiro connects the bustling beaches of Copacabana and Ipanema to the bright and beautiful Barra da Tijuca. The two areas are separated by the Tijuca National Park – which is claimed to be the world’s largest urban forest. The line stops at a few stations underground before moving swiftly non-stop for several minutes as the train bypasses the large forest. The train then emerges with expansive views of gorgeous blue water, bustling marinas, rolling green mountains, and gorgeous architecture. It is hard not to notice the natural light that suddenly fills the train. Inevitably people perk up and look around.

On some train rides, the entire train oooos and ahhhhs and passengers nod their heads at each other as if to say, “Isn’t this just lovely?” The energy and excitement is palpable. On others, the change of scenery is simply noticed and it feels just like another journey.

The difference?

On the train rides that passengers express delight at the first sights of Barra da Tijuca, they’re told to do so. On emerging, a woman’s gentle voice booms through the speakers overhead saying, “Smile! You have finally arrived in Barra da Tijuca.” A few seconds later, she gives instructions about the upcoming final terminal, advises which side the door opens, and so on.

When the message doesn’t play, the passengers look up, around, and get back to their conversations often without so much of a smile.

I’m not sure why sometimes the message doesn’t play; however, when it does, it’s a great example of a small addition to the experience can influence and evoke a positive response from customers.

Consider ways to elevate your customer experience. Sometimes, all it takes as simply telling them to smile!