Put Some Fun Into Serious Business

The other day I was talking to my friend and fellow customer experience (CX) expert, Dan Gingiss. He shared how he’s seen businesses take something that is either really boring or very serious—or both—and make them entertaining. He gave a great example.
In a legal agreement—like the agreements we accept online when we sign up for Spotify or Netflix—there is usually a lot of “fine print.” This is filled with disclaimers, indemnity clauses and more. Pretty boring information, but it’s important to share with customers. Most people skip over it; only a (very) small percentage of people take the time to read exactly what they are agreeing to. One of Dan’s clients came up with a way to call more attention to it. Rather than give the “fine print” a legal heading, they entitled it, “Covering Our Butts.” That drew attention to it, and guess what? More people read it.
The point