Memory Hooks: How Top Brands Keep Customers

Remember those times, you go on holiday, the moment you open the door to your hotel and see your room for the first time with fresh eyes is one of the more exciting moments of your trip.

That right there is what we call a "bookmark event" – and all the big corporations know exactly how powerful these moments are. They pour serious resources into getting these bookmark events right because they understand that nailing this moment can transform a one-time customer into a loyal fan.

What the Heck is a "Bookmark Event"?

It's industry lingo in the CX (Customer Experience) world. A bookmark event is essentially a key moment during a customer's journey with a brand that stands out emotionally—either in a super positive or painfully negative way. Because it's a pivotal experience that a customer "bookmarks" in their memory, it has massive influence on how they view your brand going forward.

The reason these bookmark events are so powerful? They shape ALL future behaviors with your customers, for better or worse.

This is also the place where you build:

• trust

• community

• make them feel valued

All of which helps you gain their loyalty. Once you have that, then you can start asking them to refer you to their friends and family.

Voila! You are on your way to creating a fabulous list of ridiculously loyal customers.

How Can a Small Clinic or Service-Based Biz Leverage Bookmark Events?

Step 1: You gotta identify what part of the customer’s journey or interaction they have with you can be labeled as a bookmark event. For newbies, focus on 2-3 – those usually are the preview (testers), core service, and payment.

Step 2: You wanna see where you can personalize the experience—not just like say the name, but make it more of a human touch with genuine attention and care. This is where you wanna exceed expectations, as I like to call it: give them a moment of delight.

On the flipside – if it was a negative experience during the bookmark event:

The speed to correcting it is going to be your best friend, with a sincere apology and compensation for the negative experience. And being transparent about the situation while still not trying to invalidate the customer's experience.

The Magic of Doing a Bookmark Event Right

When you're doing it right, it is the perfect time to ask for something from them, which is why it's such a crucial moment such as a review, a social media post, a referral.

Implementing these bookmark events might sound straightforward, but getting them right takes expertise and a fresh perspective.

Many business owners are too close to their own processes to see where these emotional high points really happen for their customers. That's where an outside expert can help you identify and maximize these golden opportunities.

I'm offering a free 15-minute discovery call to see if I can help you create bookmark events that get you ridiculously loyal customers.

No pressure, no sales pitch – just a conversation to gain clarity on how you can transform your customer experience

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Remember, it's not what you do but how you do it! Style supersedes everything!

As always, I am here to help you get ridiculously loyal customers, so let's get to it!