Expectations & Reality

You know the feeling when someone makes a simple task harder than it needs to be? It’s disappointing, unnecessary, yet it’s prevalent across many industries. The wifi password at your local coffee shop is unnecessarily difficult, chatbots are portrayed as a valued add-on on websites, and useless accounts are forced on customers in order to make things easier for the company. Instead of being accommodating, industries have decided to be arduous in their experiences except for one—the hospitality industry. The difference? Their business is based on providing good service.

The reality we need to face as the “other” industries is that customers don’t expect great service just for their “leisurely needs” they expect it for their basic needs too—grocery shopping, sending mail or even paying taxes. Customers are consumers that expect to feel welcome and appreciated even though they are new to the service, product or brand.

What ModRec Looks Like

A purposeful, useful and welcoming environment

At one point, utility was the driving force of businesses—I need food so I’ll go to the market —but nowadays they need to meet so much more than these basic needs. The need for security, community, appreciation and even, in some cases, inspiration to continue doing business with them is vital. But how does that translate into the digital space without being forced? How can we be more hospitable or accommodating through a screen? Well, there are many that do it today, including care/of and Warby Parker. They are welcoming, knowledgeable about their service, craft or product, they’re efficient, flexible, consistent and most importantly, courteous. 

Brand: care/of

Industry: Vitamins, Health
What makes it unique: It’s a vitamin oasis. A place that excites people about health.
How they incorporate ModRec: With transparency, credible sources and personalization.

Brand: Warby Parker

Industry: Glasses
What makes it unique: Celebrates individuals who are differently-abled. Gives people a way to add personality to something made for utility.
How they incorporate ModRec: Through their mission, friendly remarks and accommodating trial offer.

What fuels a useful, reliable brand

Together content, user experience, design and hospitality empowers brands to do and accomplish more than what’s necessary. As showcased above, these brands encapsulate the “friendly and generous reception and entertainment of guests, visitors, or strangers” in tandem with good content and experience practices. Sometimes not only in the digital world, but also in the physical like at brick and mortar stores or popups. The consistency between the two is how brands like Warby Parker are able to gain the trust that so many brands lack.

5 Things to Kickstart ModRec

In a world where we expect to enjoy things and experiences (even mundane ones), it’s important to note how to enhance your brand.

Here are the top five ways to create a more hospitable digital environment:

1. Start with a mission. Giving users a chance to connect with a powerful and authentic statement taps into the power of transparency and helps build emotional connection.
2. Lead with stories. As a content strategist (and as a human), I always seek to weave in engaging imagery and copy in order to make an experience more tangible and helpful.
3. Embrace accessibility. It’s actually an empowering way to enhance a digital experience. Not to mention it naturally pairs well with content strategy and obviously, hospitable content.
4. Reflect on your best experiences. Especially in the digital world, it’s important to experience hospitable content first-hand. How did it make you feel? How would you replicate it for your product or brand?
5. Share digital hospitality practices. Once you’ve incorporated this mentality and approach, share with others to make the digital world a more hospitable and human one.