I knew Starbucks had wi-fi so I stopped at one nearby. After waiting at the long queue and getting my grande cappucinno, I went upstairs with the obvious intention to get the iPhone out of the box.
But, as it turned out, the whole process is not just any process.
I've found an empty table somewhere in the middle of the sitting area and maybe five or six other tables were occupied. Added some more sugar into my cup, shake well and took a sip.
I opened my backpack and took out The iPhone Box. All wraped up and brand new. Now, I'm not exagerating here, but since I was the newest coffee-lover arrived in the room, usually the rest of the patrons scan u before u become just another coffee drinker.
But when I took out the box and went looking for the sign where to start un-wrapping, the rest of the patrons turned to watch me.
Suddenly I was in the center of attention. I was on stage. I felt a little weird but I carried on. I took off the plastic wrap and slowly opened the box (slowly because that's how it opens, not that I wanted to). And there it was. The iPhone. Looking sleek and shiny as I was expecting it to look. I wondered at the piece of technology in my hands, my eyes glimmered with satisfaction and some form of fullfilment. Then I went on to see what else is inside.
And that's when my audience got back to their usual.
Now, I know I was not the only person having an iPhone in that room and I know it's not the best smart-phone out there. But everybody in the room recognized the device and seing it in the box, the actual users remembered their "moment of discovery", when they first opened the box. And they wanted to see me live that moment right there, at a table in Starbucks, having a capucinno.
They knew that I was gonna live a moment to remember, as they are all remembering their moment of discovery.
Now, that's what I call a product that creates customer experiences.
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