Last week, I had the privilege of both attending and addressing the Trusted Leader Summit, sponsored by Trust Edge, the incredible training and content organization led by my friend, renowned trust expert David Horsager.
In my decades of experience as a professional speaker and author specializing in organizational distinction and customer experience, one enduring truth has consistently stood out: trust is the linchpin upon which distinction is built.
As David wisely asserts, “Trust is the most valuable commodity in the world.”
Let’s explore the pivotal role of trust in creating organizational distinction and why it serves as the driving force behind the success of any business. At the core of every iconic brand and successful organization lies a deep and unwavering trust with their customers, employees, and stakeholders.
It’s not enough to simply be different; you must be trusted to be distinct.
Apple, a company I’ve had the privilege to work with, exemplifies this principle. Their unwavering commitment to quality and innovation has built trust over the years. Customers trust that they will receive a reliable and cutting-edge device when they purchase an Apple product. This trust is the cornerstone of Apple’s distinction in the tech industry.
David Horsager underscores its critical importance in the business world. He accurately states, “Trust is not a soft skill; it’s the hard currency of business.” This perspective aligns seamlessly with my beliefs in creating organizational distinction because trust isn’t just a vague concept; it’s measurable and profoundly impacts the bottom line.
Horsager’s research and insights provide a robust foundation for understanding the significance of trust. When customers trust a brand, they are more likely to become loyal advocates, make repeat purchases, and refer others. Trust is a powerful driver of customer loyalty and, consequently, revenue growth.
Trust knows no borders; it’s a universal currency. My experience speaking internationally has exposed me to diverse business environments. In today’s globalized world, understanding and building trust in a cross-cultural context is essential for creating a distinction that resonates worldwide. Trust-building strategies that prove effective in one part of the world may require adaptation elsewhere. This recognition underscores the universal importance of trust, regardless of cultural nuances.
Trust is not static; it evolves over time and requires ongoing efforts to maintain and strengthen. Embracing a mindset of continuous learning and development perfectly aligns with the idea that trust is a dynamic force that demands attention and investment.
Trust is undeniably the linchpin of creating organizational distinction in today’s competitive business landscape. David Horsager’s wisdom underscores the critical role of trust in achieving success.
Trust isn’t merely a desirable attribute; it’s the ultimate currency of distinction.
In the ever-evolving landscape of business, the delicate dance between honoring tradition and embracing innovation is a critical one. Are you so bound in the past that you fail to focus on the future? Or are you so forward-looking, you ignore the values and traditions of your previous work?
This past weekend, Tammy and I attended the Past National Officer reception at the National FFA Convention. FFA (formerly the Future Farmers of America) played the primary role in my training for leadership and in speaking. It was an absolute blast to reconnect with so many great friends. However, what struck me was that the organization had the National FFA Officer team of fifty years ago present the opening ceremonies for the 30,000 students — mostly of high school age — in attendance.
You might think that these kids wouldn’t want to hear six 70-year-old men perform a 7-minute traditional ceremony — but that would not be the case. They cheered as if their favorite team had just scored in the final seconds of the big game. The FFA members were displaying they knew an important lesson we should all learn.
As we reflect on the legacies that have shaped industries, it is imperative to pay respect to past traditions; they are the bedrock upon which we build the future. However, revering tradition does not mean we should be ensnared by it. The art is in leveraging the foundational principles that defined our yesteryears while pivoting with agility to meet the dynamic needs of today’s customer experience.
Consider Apple, a company that respects the innovative spirit of its co-founder, Steve Wozniak (a fellow member of the In Residence faculty at High Point University), yet is not shackled by its past. Apple continues to push the boundaries of technology and design, all while maintaining a user-centric approach that has been the hallmark of its brand since its inception. This is a prime example of a company that transforms consumer expectations into customer experiences, all without losing sight of its core values.
Similarly, Netflix, under the guidance of co-founder Marc Randolph (another HPU colleague), revolutionized the home entertainment industry. It started with a traditional mail-order service and then boldly transitioned to streaming, leaving behind its old business model to adapt to new consumer behaviors. Netflix demonstrates the quintessential transition from respecting the past – note, not remaining in the past – to pioneering future possibilities, thereby crafting an ultimate customer experience.
My client BMW is another brand that honors its tradition of German engineering excellence, while also being a frontrunner in automotive innovation. The company’s commitment to producing the “ultimate driving machine” remains unwavering, yet it simultaneously forges ahead with electrification and autonomous driving technologies. This fusion of heritage with futuristic vision exemplifies the balance of honoring tradition without being trapped by it.
As we navigate the waters of change, we should reflect on our traditions, not as an anchor, but as a compass.
Our history is a source of invaluable insights and principles that can guide our innovation. Yet, to deliver the Ultimate Customer Experience ®, we must be willing to disrupt the status quo, to challenge the traditional ways of doing things if they no longer serve our contemporary customer.
Businesses that excel in innovation understand that tradition is not a destination; it’s a part of the journey. They honor the past by building upon it, not by staying within it. They recognize that to be remarkable in today’s market, to truly stand out, they must deliver an experience that is not merely different, but distinct. This requires an unyielding commitment to the present and future needs of customers, with an innovative mindset that is always looking ahead.
The Ultimate Customer Experience ® is a blend of reverence for the past and bold strides towards the future. As leaders and businesses, let us honor our traditions by allowing them to inform and inspire our innovative efforts.
In doing so, we not only pay homage to our origins but also pave the way for groundbreaking achievements that will, in turn, become the cherished traditions of tomorrow.
In today’s hyper-competitive landscape, it’s an unavoidable reality that everything you desire—be it for your organization, your career, or your personal life—is within the control of someone else.
Whether it’s landing a coveted job, sealing a business deal, or achieving personal goals, someone else holds the key. This makes the pursuit of distinction not merely a lofty ideal but a practical necessity.
As I’ve written extensively, my research and experience clearly show that creating distinction is your golden ticket to ensuring you’re the choice that stands out.
In a study published in the Harvard Business Review, researchers found that companies with a distinctive brand message were twice as likely to attract consumer attention compared to those with generic messaging. This distinctiveness cuts through the noise and positions your company as the go-to source in its industry.
Similarly, a LinkedIn study reveals that recruiters spend an average of just seven seconds reviewing a resume. In those crucial moments, resumes that showcased distinctive skills and experiences were more likely to be.
For organizations, creating distinction often starts with a unique value proposition. According to a study by Bain & Company, companies with a strong value proposition experienced 4-8% higher revenue growth compared to their counterparts. But distinction doesn’t end there. Emphasizing a culture of innovation, providing exceptional customer service, or adopting sustainability practices can also set companies apart.
On the individual front, professionals who continually invest in skill development are more likely to stand out. A survey by PwC indicates that 74% of CEOs are concerned about the availability of key skills among employees. By homing in on these ‘gap’ skills – the “life skills” taught at High Point University that I’ve spoken and written about — one significantly boosts their chances of being indispensable to an organization.
Having a distinctive profile—whether as an organization or as an individual—adds a layer of resilience during tough times. For instance, research shows that during economic downturns, companies with strong brand equity recover nine times faster than their generic competitors.
Moreover, distinction paves the way for sustainable growth. The Edelman Trust Barometer revealed that 81% of consumers must be able to trust a brand to do what is right before making a purchase. (I’ll be a featured speaker at the Trusted Leader Summit in early November. As my friend, David Horsager, CEO of TrustEdge says, “Your biggest expense as an organization is a lack of trust.” For registration information, go to: https://trustedge.com/summit/ )
Distinction is the lever you can pull to swing doors wide open in your favor. By offering something uniquely valuable and continuously striving for excellence, you tilt the odds in your direction.
And in a world where someone else holds the key to what you desire, distinction ensures that you are too good to be overlooked.
Today, I’m keynoting a major conference in the financial services industry being held near San Diego. Over 1500 professionals have gathered to discuss the present and future in the world of payments. Think about it for a second: you tap, insert, or swipe your card to pay for a purchase. In almost the blink of an eye, the information about your card is transmitted to card companies, payment processors, and banks. Businesses receive their payments quickly and you get your purchase secured instantly.
Here’s the problem – the payments industry, like many others, has improved its services and delivered to its customers at such a high level that we all take their work for granted. What do you do when customers assume you will consistently deliver excellence – so they stop paying attention to you?
It’s the curse of competence—when the exceptional becomes expected, and the extraordinary seems ordinary, your distinction in the marketplace can fade into the background.
There is a fine line between being reliable and becoming invisible.
In a world saturated with choices, customers often gravitate towards familiarity, comfort, and reliability. Businesses that consistently deliver on these fronts do themselves proud but risk an insidious outcome: being taken for granted.
This complacency from customers arises when they subconsciously perceive your exceptional service as the standard. The challenge, then, is to reignite the spark of distinction without compromising the quality that earned customer loyalty in the first place.
The first step to combat this challenge is recognizing that distinction in a commodity marketplace is not just about what you do — but how you do it. It’s about infusing the customer experience with elements that are unexpected yet deeply appreciated.
This can range from personalized interactions to innovative service delivery methods. It’s these nuances that can elevate a brand from a mere option to a memorable experience.
To create distinction, it’s crucial to innovate continuously. This doesn’t always mean grand gestures; sometimes, the smallest changes can make the biggest impact. For example, a handwritten note of thanks included with a purchase can create a personal touch that stands out. Innovation can also mean employing technology to provide smoother, more intuitive service interactions that save the customer time and hassle.
Another key to standing out is engagement. In an era where digital interactions are the norm, creating genuine, human connections can be a differentiator. Engage with customers beyond the transaction. Seek their feedback, not just through surveys, but through direct communication. Show them their input is not just collected – it is acted upon.
When customers see their voices shaping your service or product, they feel a partnership rather than a patronage.
An often overlooked aspect of creating distinction is employee empowerment. When employees are vested with the authority to make on-the-spot decisions in favor of customer satisfaction, it can lead to unique, memorable customer experiences. This empowerment also fosters a culture of innovation within the organization, as employees are more likely to suggest improvements when they feel their contributions are valued.
Consistency in excellence is also vital. While pursuing the new and different, a business must ensure that its foundational services remain unshakably excellent. Consistency breeds trust, and trust is the soil in which loyalty grows.
To be taken for granted is to be trusted, but to be distinctive is to be treasured.
Finally, as I have frequently written, storytelling is a powerful tool for distinction. Every brand has a story, and sharing it can create an emotional connection with customers. A story that resonates with your audience can transform your business from a faceless entity into a character in their life story.
Narratives about your brand’s heritage, your team’s commitment, or your community engagement can make your business relatable and memorable.
Being taken for granted is a testament to a business’s success but can also be a warning sign of potential stagnation.
Creating distinction in a commodity marketplace requires a commitment to innovation, engagement, empowerment, consistency, and storytelling.
By implementing these strategies, businesses can ensure that their customers see them as not just a choice — but the choice.
In today’s hyper-competitive landscape, it’s an unavoidable reality that everything you desire—be it for your organization, your career, or your personal life—is within the control of someone else.
Whether it’s landing a coveted job, sealing a business deal, or achieving personal goals, someone else holds the key. This makes the pursuit of distinction not merely a lofty ideal but a practical necessity.
As I’ve written extensively, my research and experience clearly show that creating distinction is your golden ticket to ensuring you’re the choice that stands out.
In a study published in the Harvard Business Review, researchers found that companies with a distinctive brand message were twice as likely to attract consumer attention compared to those with generic messaging. This distinctiveness cuts through the noise and positions your company as the go-to source in its industry.
Similarly, a LinkedIn study reveals that recruiters spend an average of just seven seconds reviewing a resume. In those crucial moments, resumes that showcased distinctive skills and experiences were more likely to be.
For organizations, creating distinction often starts with a unique value proposition. According to a study by Bain & Company, companies with a strong value proposition experienced 4-8% higher revenue growth compared to their counterparts. But distinction doesn’t end there. Emphasizing a culture of innovation, providing exceptional customer service, or adopting sustainability practices can also set companies apart.
On the individual front, professionals who continually invest in skill development are more likely to stand out. A survey by PwC indicates that 74% of CEOs are concerned about the availability of key skills among employees. By homing in on these ‘gap’ skills – the “life skills” taught at High Point University that I’ve spoken and written about — one significantly boosts their chances of being indispensable to an organization.
Having a distinctive profile—whether as an organization or as an individual—adds a layer of resilience during tough times. For instance, research shows that during economic downturns, companies with strong brand equity recover nine times faster than their generic competitors.
Moreover, distinction paves the way for sustainable growth. The Edelman Trust Barometer revealed that 81% of consumers must be able to trust a brand to do what is right before making a purchase. (I’ll be a featured speaker at the Trusted Leader Summit in early November. As my friend, David Horsager, CEO of TrustEdge, says, “Your biggest expense as an organization is a lack of trust.” For registration information, go to: https://trustedge.com/summit/ )
Distinction is the lever you can pull to swing doors wide open in your favor. By offering something uniquely valuable and continuously striving for excellence, you tilt the odds in your direction.
And in a world where someone else holds the key to what you desire, distinction ensures that you are too good to be overlooked.
In today’s dynamic global marketplace, businesses constantly grapple with ways to stand out and earn more. While their tools and strategies may evolve, there’s one constant: the undeniable power of the Ultimate Customer Experience®.
Having spoken in all corners of the globe, from the White House lawns to international conventions, and having engaged with leaders and businesses of all scales, I’ve discerned a universal truth. The businesses that not only survive but thrive are those that offer a customer experience unparalleled in its excellence.
First, let’s dive into some numbers. A study from PwC revealed that a staggering 86% of buyers are willing to pay more for a great customer experience. The same report emphasized that the price of neglecting this element is dire; nearly 60% of consumers would walk away after several bad experiences, and 17% after just one. Businesses cannot afford to be complacent.
But it’s not just about retaining clientele. The Ultimate Customer Experience® is a potent differentiator in a sea of sameness. Reflect upon legends in the business realm – the likes of Apple, High Point University, Cisco, or BMW — all organizations that I’ve had the privilege to serve. What separates them from the rest isn’t just product quality, but an experience that is distinctive and memorable. As I emphasize in my work on organizational distinction, creating a unique space for your brand in a cluttered marketplace is not just advantageous, it’s imperative.
For businesses, every touchpoint, whether it’s a phone call, an online transaction, or a face-to-face interaction, represents an opportunity to reinforce your brand’s values, to show that you’re not just another entity in the market. You can demonstrate that you value and understand your customers. It’s about making each engagement not just a transaction, but a memorable event.
From my years of experience and observation, I’ve come to understand the profound impact of cultures that prioritize the customer experience. It fosters loyalty from both customers and your team members. When they feel valued and understood, they aren’t just likely to return; they become ambassadors of your brand, advocating on your behalf, and expanding your reach in ways that no marketing budget can replicate.
Moreover, as we navigate a world that’s becoming increasingly interconnected, understanding the global importance of the Ultimate Customer Experience® is paramount. Businesses must cater to a diverse clientele, respecting and valuing the myriad of cultures, perspectives, and expectations they bring to the table. It’s a testament to the universality of quality service, which transcends boundaries and resonates universally.
The importance of the Ultimate Customer Experience® cannot be understated. It’s the backbone of brand distinction, the catalyst for loyalty, and the ticket to sustainable success in an ever-evolving marketplace. As I delve deeper into this subject in my book, “The Ultimate Customer Experience,” I invite you to join me on this journey. Whether you’re a seasoned business leader or an aspiring entrepreneur, there’s always room to refine, reinvent, and reinvigorate the experiences we deliver to those who matter most – our external and internal customers.
Let’s commit to making every interaction count, elevating our brands, and setting a gold standard in customer service. After all, in a world full of choices, let’s give our customers a compelling reason to choose us, time and time again.
