Google is one of the few companies that are getting it right this holiday season.  They are offering free WiFi to travelers who touch ground in 47 different airports.  What is the emotional reaction to this news?  Finally, thank goodness!  Just think of the stress so many people slosh through in crowded airports.  Think of the mom with three kids, and all her back up plans have fallen through, and if she could just access the internet to calm her children with a little Sesame Street on Hulu… She would go from “Yea, I usually search on Google” to “I love Google! Ever since last Christmas I’ve found so many great things. I’m telling my boss to pay for their XYZ program!”

Good for Google, they will win more love this season.  As for the many marketers and evangelists out there, we see an ugly combination of clueless Elle Woods and stingy Ebenezer Scrooge!  Companies can make human-to-human connections where an exchange of emotion and culture lead to a genuine relationship. The concept is reciprocity and it is the linchpin in families, friendships, and tribal solidarity.

An organization has but to look to where the pain is.  Then apply a simple gesture that would make that pain “not so bad.”  There are plenty of opportunities still to be had at airports.  Once I had to sleep in an airport overnight. I looked around the stale lobby and saw that the metal benches were already occupied.  One person camped out on the floor in a corner. I got hardly any sleep in an upright, stiff chair.  I thought: wouldn’t it be awesome if a company rolled in several Tempur-Pedic beds and said, “ Have a good night sleep on us,” and then rolled them out in morning?  I would love that company forever! Even, if they sold fertilizer. I would look them up, see what makes them great, and sing their praises to anyone who uses poop.  Maybe Tempur-Pedic should use this idea before someone else does?

Loyalty is the wonderful result of reciprocity (the gift-giving kind of reciprocity). Is it easy to do? Not always.  Just think of hacking through all the airport regulations to make the bed idea happen. But, is gratitude worth it? A 1,000 times, YES!  What other situations or places reek with pain (hint: the DMV)?  What would you do to save those moments with surprise and delight?

Popularity: 48% [?]