Why do we pause when we hear the phrase “let me tell you a story” or as children say “once upon a time?” We stop what we are doing and prepare ourselves to engage in listening. We want to be captivated, inspired, and fearful and be taken on a journey of high adventure. Why do we love storytelling? It takes us to places we have never been. We can be touched by a story about a boy and his dog or we can experience going to Mars to build a new world. Storytelling can make your heart beat faster or bring a tear to your eyes.
We connect emotionally and intellectually to the art of storytelling. In Retail, we strive to connect our story, our product, and our culture to our customers. By storytelling, we can relate our story, services, and product to their adventures. They can talk about the great shirt or a new rod that they fished with in Montana, or see the joy of a dog getting adopted at an event and having a forever home.
We also have to listen to their stories. It is a story of how and why they embrace and use our products. It is also the reason they share our story with others. Storytelling builds a bond with our customers about us, our product, and who we are culturally. When you hear how your product, your store, and the people in it enhanced their life or gave them an adventure, or when they share photos of their new puppy you become part of their story. That is the true meaning of customer service.
Point Of View:
As a child, I grew up on front pouch storytelling. I would sit and listen to my Dad and his brothers tell stories. I was captivated and always wanted to hear more. I wanted to experience the things they talked about. They were good listeners as well. They smiled and nodded at the right time when I tried to create my own stories. I connected to those people and told their stories to my children.
Imagine if you would if the stories we tell to our customers about who we are and what we provide were powerful enough that they would tell their children about us and the adventure we helped them create.