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.
Earlier this week, a great friend of mine was subjected to negative comments on social media. The reason some cited was that she was a “phony” — because she always seemed so upbeat. As I posted, it struck me that we never say a negative person is a phony. That critique seems reserved for those who choose to express an optimistic attitude.
However, my experience and research has taught me that in the quest for distinction within any organization, one vital component resonates at the core of success: a positive attitude. A company with a culture infused with optimism doesn’t just thrive, it stands out. Here are six reasons why this essential aspect is pivotal in creating a distinctive business culture, no matter the size of your company.
1. Unleashing Potential
A positive attitude unshackles potential. It energizes, motivates, and inspires employees to transcend the ordinary. It’s about seeing challenges not as roadblocks, but as gateways to creativity and innovation. A culture of positivity instills a sense of purpose, propelling an organization towards distinction.
2. Strengthening the Customer Experience
As someone who has extensively studied, written, and spoken about organizational distinction and customer experience, I firmly believe that positivity is integral to delivering the Ultimate Customer Experience®. When positivity permeates a company, it’s felt by every customer. It translates to engaged employees, superior service, and ultimately, customer loyalty. The connection between a positive attitude and customer experience isn’t just theoretical – it’s proven, tangible, and transformative.
3. Cultivating Collaboration
Positive attitudes foster an environment of collaboration and inclusiveness. Diversity and unity thrive in an optimistic setting. Team members feel valued and respected, leading to stronger collaboration. This creates a synergy where the collective wisdom transcends individual capabilities.
4. Building Resilience
In the ever-changing global business landscape, resilience is a prized attribute. My friend, speaker, author, and someone who has conquered physical disabilities, Roger Crawford always states that a positive attitude equips an organization with the flexibility to adapt and the strength to endure. It breeds a culture where failure is seen not as a dead end but as a lesson learned, a stepping stone towards success and distinction.
5. Enhancing Profitability
Numerous studies from respected sources affirm that companies fostering a positive culture enjoy higher levels of productivity and profitability. Gallup, for instance, found that companies with engaged employees outperform others by 202%. A positive attitude is not just a moral booster; it’s a strategic business tool.
6. Becoming Iconic
As I’ve highlighted in my book, “ICONIC,” becoming an iconic organization requires commitment, effort, and a clear vision. A positive attitude is the fuel that powers this journey. It’s the beacon that guides a company from mediocrity to greatness.
The Positive Path to Distinction
Creating distinction is not about mere survival; it’s about standing out and thriving. It’s about embracing a positive attitude that sets the tone for excellence in every facet of the organization.
A positive attitude is not a by-product of success; it’s the foundational element. It’s what separates the good from the great, the ordinary from the extraordinary.
A positive attitude is not just the cornerstone of a distinctive company culture. It’s the heartbeat, the lifeblood, and the soul.
It’s not about being phony and it’s more than a business strategy; a commitment to a positive approach is a philosophy that resonates with human potential and aspirations. By nurturing a culture of positivity, we pave the way for distinction, innovation, and growth.
Ask yourself who you would rather deal with as a customer or a colleague at work: someone who acts as if they have a positive attitude about your business…or a sincere jerk who doesn’t care about how you’re treated?
In the ever-evolving landscape of today’s business world, titles and roles frequently change to reflect the dynamism of the marketplace. However, my friend, Jack Miller, the General Manager of the Fairmont Scottsdale Princess, has taken a step that resonates far beyond mere semantics. He has rebranded himself as the “Chief Inspiration Officer.”
I wrote extensively about Jack and the Scottsdale Princess in my book, “ICONIC,” as a shining example of distinction. Jack is a leader who understands what it takes to be not just the best IN the world but the best FOR the world. This latest move is a profound testament to his commitment to leadership that inspires.
Leading Through Inspiration
The traditional view of leadership often involves guiding, directing, and managing. For some, it may even (unfortunately) mean ordering and dominating. But the truly transformative leaders are those who inspire. Inspiration fuels passion, sparks creativity, and nurtures the courage to innovate and take risks.
The Chief Inspiration Officer
Jack Miller’s title change is more than a novel moniker to which other leaders should aspire. It symbolizes a shift in focus from managing to actively inspiring a team. This isn’t about overseeing operations and finances; it’s about creating a culture where every team member feels driven to excel and contribute their best.
As the Chief Inspiration Officer, Jack embodies a leadership style that motivates his team through shared vision, purpose, and enthusiasm. He recognizes that his role is not just to tell people what to do but to help them discover why they do it and what they can achieve while simultaneously delivering an Ultimate Customer Experience.®
A Culture of Inspiration
This shift in leadership perspective fosters a culture where inspiration infuses every level of the organization. It encourages employees to think creatively and to strive for more than just meeting quotas or targets. It creates an environment where innovation thrives, and success is measured not merely by numbers but by the positive impact and distinctive contributions made.
When my favorite bartender, Jaimie Werling, announced he was moving from Indianapolis to Scottsdale, I suggested he contact the Fairmont. He’s now been there for several years – and tells me constantly that he continues to be inspired by Jack and his fellow leadership team. This resort attracts the best – like Jaimie – because they inspire.
The Ripple Effect
When a leader like Jack Miller emphasizes inspiration, it sets a precedent that extends beyond his immediate team. It conveys to the entire industry that leadership is not about maintaining the status quo. It’s about challenging it, growing, and constantly finding new ways to stand out and create distinction.
The Takeaway: Be the Best FOR the World
Jack Miller’s evolution from General Manager to Chief Inspiration Officer is more than just an interesting anecdote. It’s a lesson in how leadership can—and should—evolve to meet the unique challenges of today’s world.
If we want to lead teams that are not just efficient but exceptional, not just productive but passionate, we must lead through inspiration.
Jack’s example serves as a beacon for any leader aspiring to create distinction within their team or organization. It’s a reminder that titles and roles are flexible, but the core principles of leadership remain. Leaders inspire, elevate, and bring out the best in those around them.
May we all strive to be Chief Inspiration Officers in our respective fields, for it is the path to true distinction and enduring success.
In the current hypercompetitive business landscape, achieving distinction—standing out from the crowd—is no longer an option; it’s a necessity. Amid a vast sea of similar products, services, or even institutions, the ones that emerge as leaders are those that manage to create a unique identity, a distinct image that sets them apart from their competition.
As you may know, I am a part of the “In Residence” faculty at High Point University – and the President, Dr. Nido Qubein, has been a close personal friend for many years. It’s one of the great joys in my career and life to contribute to the growth of the students and participate in some of the activities of the Business School as well as other aspects of this incredible institution of higher learning.
So, in our pursuit of understanding the art of creating distinction, let’s consider High Point University as a highly illustrative case study.
Over the past few years, HPU has experienced remarkable growth, not just in student enrollment but also in academic reputation, infrastructure development, and community engagement. Their secret? Dr. Qubein and his team recognized the need to create distinction, and more important, they acted on it.
In a saturated education sector, HPU chose to place an emphasis on holistic development (they are called “The Premier Life Skills University”) and experiential learning. Their mission was not just to be a place for acquiring knowledge but to become an institution that prepares students for life.
HPU did not simply aim to graduate students; they aimed to produce “life-ready leaders.” This forward-thinking, student-focused approach created a strong, unique brand image for HPU that resonated deeply with its target audience: students and their parents seeking a comprehensive, growth-oriented educational experience. HPU does not shy away from proclaiming that they are a “God, Family, Country” institution. They are clear about their mission and values – and Clarity is the first of the Four Cornerstones of Distinction that I discuss in my books, “ICONIC” and “Create Distinction.”
Moreover, HPU understood the value of authentic engagement with its community. From partnerships with local businesses to investment in community projects, HPU demonstrated that they were not just in High Point, but they were a part of High Point. This strategy not only enhanced their reputation but also differentiated them from competitors who may not invest similarly in community engagement. Also, this engagement with the community serves as an important teaching tool to demonstrate to all students the importance of “giving back” as an essential element in a successful life.
Additionally, HPU embraced the digital age, adopting innovative technologies and fostering a tech-forward learning environment. This transformation allowed them to keep pace with contemporary educational needs and stand out among traditional educational institutions. This has also helped lead to the establishment of many new academic schools within the university, such as the School of Law, School of Optometry, School of Nursing, and School of Entrepreneurship. This is all part of a $400 million expansion project that Dr. Qubein announced.
The case of High Point University underscores two key points.
Your distinction must spring from value integration – in this case, HPU offered a unique, holistic educational experience, built community relationships, and embraced technology. All of these became part of HPU’s DNA. (Note: it is value integration, not “value added.” Something added can easily be subtracted. When your values are integrated into your everyday activities, they are almost impossible to be eliminated.)
Second, distinction is built on authenticity. HPU didn’t pursue these strategies simply for appearance’s sake; they were aligned with the university’s mission and values.
We must recognize that in a crowded marketplace, consumers have the luxury of choice. (Think for a moment how many colleges and universities are out there that HPU must compete with to be the choice of students and parents!)
Your organization must strive to be the chosen one. And to be chosen, you must be distinctive.
Creating distinction demands clarity in understanding who you are as an organization, the unique value you offer, and how you can communicate that value effectively. It’s about understanding your audience’s needs and preferences and tailoring your offerings accordingly.
Distinctiveness is not just about being different; it’s about being better in a way that matters to your audience.
High Point University provides a remarkable example of how a clear vision, strategic focus, and commitment to adding value can turn an organization into a distinguished leader in its sector. HPU is an inspiring reminder for all organizations to embrace their uniqueness, integrate value, and create distinction.
Remember, creating distinction is not a one-time act but a continuous process of innovation, evolution, and improvement.
What I Discovered – and How it Impacts You – at the National Speakers Association Convention
I’m returning home from Orlando after attending the National Speakers Association’s 50th annual convention. (I frequently make the joke that it’s a conference with more than 1,000 speakers but no listeners.)
While it was a remarkable experience that allowed me to renew friendships with many of the top content creators and thought leaders worldwide, it also got me to consider a crucial issue: Why should a business owner or leader seek advice and input from someone outside her company?
It can be tempting to think that you have all the answers and that you can handle every aspect of your business on your own. You work in the business every day, and an outsider will never have the level of detailed knowledge of your specific business as you.
However, listening to outside expertise can provide valuable insights and help you make informed decisions that will ultimately strengthen your business. Here are five reasons why an outside consultant, author, or speaker can help you grow your business:
One of the main benefits of listening to outside expertise is that it allows you to gain a fresh perspective on your business. You may be too close to the day-to-day operations of your business, making it difficult to see areas for improvement. An outside coach, consultant, or speaker can bring a new set of eyes and a different perspective, helping you identify areas that you may have overlooked.
Industries are constantly evolving, and it can be challenging to keep up with the latest developments on your own. Outside expertise can help you stay up-to-date with the latest trends and best practices in your industry. An author, consultant, or seminar leader may provide you with valuable insights into what is working and what is not, helping you stay ahead of the competition.
Making better decisions is yet another advantage of seeking out outside knowledge. It is challenging to make choices that will impact the entire company when you are a business leader, as you have many responsibilities. An outside specialist may offer you data-driven insights and recommendations based on best practices in your sector, assisting you in making decisions that are best for your company.
Engaging outside expertise can help you improve your leadership skills. A business coach or mentor can provide you with guidance on how to motivate your team, communicate effectively, and build a positive company culture. They can also help you identify areas where you may be struggling as a leader and provide you with strategies to improve.
Finally, coaches, consultants, and speakers can help you increase your confidence as a business owner. When you work with an outside expert, you can rest assured that you’re getting the best advice and guidance possible. This can give you peace of mind and increase your confidence in running your business successfully.
Outside expertise is essential for building a stronger business. There were many experts at the National Speakers Association convention who could help you gain a fresh perspective, stay up to date with industry trends, make informed decisions, improve your leadership skills, expand your network, and increase your confidence. Don’t hesitate to seek out outside expertise – it could be the key to taking your business to the next level.
And, please remember – if you seek the insight of a consultant or coach, or if your next meeting needs a speaker – I’m here to help you create distinction and deliver an Ultimate Customer Experience.®
Several years ago, a Canadian musician’s $3500 Taylor guitar was severely damaged by baggage handlers from United Airlines. When Dave Carroll couldn’t get the airline to take responsibility for what they had broken, he made a music video that was viewed by millions on YouTube, creating a public relations nightmare for United.
Wikipedia reports, “It was widely reported that within four weeks of the video being posted online, United Airlines’ stock price fell 10%, costing stockholders about $180 million in value.” (That would’ve bought over 51,000 replacement guitars!)
I bring this up because a couple that lives near us in Las Vegas had a terrifying incident at a local Starbucks. Lauren Weyand writes on Nextdoor:
“5 or 6 teenage kids came in shirtless, shoeless, and screaming profanities at each other…using incredibly vulgar language and pulling all of the food products out of the fridge section with no intention to buy anything. They asked the cashier for large water, one for each of them. Each of them was given water. They were heading out of the store.
My husband saw them line up — waters in hand — and said, ‘Ready, go!’ Before I knew it, I was hit in the head with a water cup. Two large cups of water doused our computers and us. We were startled and overwhelmed by what had happened. The whole store acknowledged the incident and asked us if we were okay. The Starbucks staff said nothing and started mopping up the mess. Nobody contacted the police or managers to ask for help with the situation that had just occurred.”
Weyand continues that she and her husband later returned to Starbucks to speak to the manager about what had happened. They were told they could not have video of the incident, and no police report had been filed because an employee got tired of waiting for the police to answer the phone, so they hung up and didn’t try again. The manager then led them to the door and told them more information would be forthcoming.
Look, we could turn this issue into a political or generational topic and press hot buttons all day long. Let’s not – that isn’t what this commentary is about.
At the current point, the Weyands must buy two new laptop computers, as neither of the ones they were using at Starbucks is now working because of the water damage. The Starbucks helpline – using the term “help” a bit loosely here – told them the case was closed and had been resolved, even though nothing was truly handled. From Weyand’s perspective, Starbucks has chosen the profane, shirtless troublemakers who threw water in their store over two loyal customers.
When I contacted Lauren Weyand, she confirmed that Starbucks remains silent – which she understandably perceives as a lack of concern and commitment for their customers.
In the frequently negative world of social media, some are questioning if Starbucks has any liability in this matter. I’m not a lawyer, so I don’t know the correct answer – but the important issue is that we should care less about liability and be more concerned about the customer experience.
What did United do in the wake of the PR disaster over the music video, “United Breaks Guitars”? As I relate in my new book, “The Ultimate Customer Experience,®” they licensed the video from Carroll to use in their training curriculum. They’ve hired him to speak at meetings for them to emphasize the importance of the customer experience.
And United’s share price has gone from $3.25 when Carroll’s video was the hottest thing on YouTube to closing today at $53.34! That’s what happens when you listen to your customers, learn from your mistakes, set things straight with those you have wronged, and focus on the Ultimate Customer Experience!
Starbucks may save a couple of grand by staying silent and not offering the Weyands replacement laptops, hoping they’ll just give in and give up. But just like United discovered how they could be “penny wise and pound foolish,” we’ve seen from experience that ANY business, no matter their size, can get on the wrong side of the public and lose millions when basic empathy and concern for the customer is ignored.
Every customer has a right to presume they aren’t going to have water thrown at them and have their computers ruined because they chose to do business with you.
So, what should Starbucks do? I’d suggest the minimum is that they apologize, replace the laptops, and provide the Weyands with a couple of gift cards with handsome amounts attached.
(They might also increase security so that shirtless, shoeless individuals can’t enter their stores in violation of health ordinances…and provide the store’s video to the police so they can press charges.)
Starbucks should learn from its mistake. Because they didn’t get it right, they should take advantage of the opportunity to make it right. If they fail, they may discover more people than a nice couple here in Vegas who are beginning to question if it’s worth a trip to get coffee from them, as opposed to their competition, if the experience is going to be so inferior – even problematic.
(Full disclosure: I’ve had the privilege of working with United and consider their Chief Customer Officer, Linda Jojo, a friend.)
The Ultimate Customer Experience® book is now available – get yours today!
