This phrase (“WADITW”) is a primary enemy of change and innovation. It’s why many companies and leaders are stuck in the past, unable to move forward and improve the customer experience.
A crucial aspect of “we’ve always done it that way” is that it reflects a lack of imagination. It’s an admission that we’re not willing to change, even when it’s clear that change is needed.
Change is difficult because of several reasons — here are three primary factors:
It’s easy to get stuck in the past. We feel comfortable with the results we’re currently achieving, so why rock the boat?
Change can be scary. We’re hesitant to take risks because we cannot be confident about the future.
Change requires effort. It’s often easier to stay the course and keep doing things the way we’ve always done them.
The bottom line: changeis hard. But it’s necessary if we want to improve the customer experience. You should first recognize that “we’ve always done it that way” is a disease we must cure. Only then can we start making the changes needed to create a better future for our customers and businesses.
To move past “WADITW,” we must be willing to commit to change.
We need to be open to new ways of doing things. And most importantly, we need to develop our imagination to see the possibilities that change can bring.
The good news is that change is possible.
It starts with a willingness to let go of the past and embrace the future.
It requires imagination and creativity.
And it takes courage to face the discomfort that comes with change.
So, if you’re ready to make a change, ask yourself these three questions:
What needs to change?
What can we do differently?
How can we make this change happen?
Answering these questions will help you move beyond WADITW and into a brighter future for your company and customers.
Next, solve your WADITW problem by taking these three steps:
The first step is recognizing that the status quo is never good enough. We must constantly look for ways to improve, even if that means breaking from the past. Only then can we hope to deliver the Ultimate Customer Experience® that our customers deserve.
The next step is to be proactive. We can’t just sit around and hope that change will happen. This means challenging the way things have always been done and finding new and better ways to do them. It might be uncomfortable initially, but it’s essential if we want to move forward.
The third step is to constantly evaluate our performance. Are we stuck in our ways? Are we still doing things the same way, even though it’s no longer working? It’s essential to be honest with ourselves and always look for ways to improve. Otherwise, we’ll never change, and we’ll never be able to deliver the customer experience they deserve.
The good news is that plenty of examples of companies have overcome the disease of WADITW. They’ve been able to change and innovate, and as a result, they’re delivering a much better customer experience.
We can change — and we can deliver an Ultimate Customer Experience. It starts with recognizing the need for change, then taking action to make it happen. “We’ve always done it that way” is a disease that is holding us back. But it doesn’t have to be this way. Make this day into the day that you create distinction.
In today’s market, customers have more choices than ever before, and they’re not afraid to switch brands if they’re not happy. As every business strives to stand out from the competition, an increasing number are now turning to the customer experience as their critical differentiator.
That’s why businesses that focus on delivering an “Ultimate Customer Experience®” are gaining a competitive edge.
By definition, an Ultimate Customer Experience is one so positive and memorable that it assures customer loyalty and ongoing referrals.
It’s no secret that providing an exceptional customer experience can be a challenge — but the rewards are well worth the effort.
Businesses that deliver an Ultimate Customer Experience enjoy:
increased customer loyalty
higher customer lifetime value
and more robust word-of-mouth marketing.
Here are three steps to initiate the Ultimate Customer Experience® (UCX):
Define what an exceptional customer experience looks like for your business. This means going beyond simply evaluating, then meeting customer expectations. First, you need to commit to significant research to understand what your customers expect you to deliver thoroughly. Then, develop the internal systems required to exceed those expectations at every opportunity.
Educate and train all employees on the importance of delivering an exceptional customer experience. Everyone from the front-line staff to the CEO needs to buy into the idea that the customer experience is a crucial differentiator for your business. Your team must learn the specific aspects of what determines a UCX for your particular business – and they must be educated on the attitudinal and behavioral elements required to create high levels of customer engagement.
Constantly measure and improve the customer experience you’re delivering. Use customer feedback to continuously improve the way you do business. Your customers are likely to provide their feedback via social media and other forms of communication. Commit to leveraging technology to drill deeply into where the errors are in your processes so that you can stop manufacturing customer dissatisfaction.
By following these steps, you can start to differentiate your business by delivering an Ultimate Customer Experience®. When you accomplish this, you will stand out…and earn more!
If you’d like to learn more about the impact a UCX will have on your business, contact me! (I’m available on every social media platform – and email: Iconic@ScottMcKain.com)
We own the federally registered trademark on the term “Ultimate Customer Experience®” — and are, therefore, the ONLY company that can legally present training, coaching, speeches, and consulting on this vital topic.
The bottom line is this: if you want your business to thrive in today’s competitive market, you need to focus on delivering an Ultimate Customer Experience.® It’s the distinction difference that will make you stand out from the crowd.
Easter is obviously when Christians celebrate a miracle that is central to our faith. Although my work here is never intended to be about any particular set of spiritual beliefs, it struck me when thinking about his holiday that having faith — believing in something — is critical to your success in creating distinction.
Having faith in yourself is one of the most important things you can do on the path to success. No matter your goals, if you don’t believe that you can achieve them, it will be challenging to make them a reality.
When you believe in yourself and have faith you will succeed, you will likely have both the motivation and determination to keep going even when things get tough. It allows you to see the light at the end of the tunnel and keep moving forward.
If you want to create anything significant in your life, whether it’s a successful career, a happy family, or anything else, belief is essential. If you’re lacking in this area, you need to take time to develop it. It can make all the difference in the world.
Here are three ways you can enhance your faith in your future:
Get clear about what you want. This may seem like a no-brainer, but it’s essential to have a firm grasp on precisely what you’re striving for. Always remember, the first of the Four Cornerstones of Distinction is Clarity. When you know what your goal is, it’s much easier to believe that you can achieve it.
Surround yourself with positive people. Just this past week, I blocked time on my calendar and spent three days with three of the most positive people I know. I left our time together with renewed vigor and purpose. You can do the same with your most upbeat, positive friends. We all know the saying that we are the average of the five people with whom we spend the most time. If you want to believe in yourself more, surround yourself with people who will support and encourage you.
Take action towards your goals. No matter how small, every step forward is a sign that you’re moving in the right direction. Just because you believe doesn’t mean things will automatically fall into place — you still must put in the work! But when you take action towards your goals, it helps to increase your belief that you’ll achieve them.
If you want to create anything distinctive, first be certain that you believe in yourself. It will make an extraordinary difference in your results
Mistakes are a natural part of life. We all make them — and goodness only knows, I have personally made more than my share!
One of the challenges in today’s world is the plethora of online “gurus” and so-called experts seeking to show you how to be successful, wealthy, famous, and anything else you’d want. Part of what they promise is that they’ll provide the solution to whatever your problem might be in business or life. Sometimes that message is wrapped in an air of invincibility that may lead some to imagine that their prospective teacher has never failed or made their own missteps – or that the teacher’s slight errors will prevent you from making any blunders of your own.
The difficulty with this approach — and I certainly hope I’m not guilty of it, as all I’m trying to do is deliver insights that will assist you — is that we all must make our own mistakes and learn from them in order to progress. Mistakes can teach us important lessons and help us to become better people.
Don’t get me wrong – I’m not suggesting that we should be out there intentionally making blunders! However, it’s impossible to stand out if we are in fear of not always being correct or impeccable. There are no distinctive organizations or leaders who haven’t made significant errors in judgement or choices at some point!
An essential step is understanding that personal responsibility is critical when it comes to moving up from mistakes. We must take ownership of our mistakes and learn from them. This process is not always easy, but it is essential for growth. Blaming others or our circumstances might make us feel momentary vindication for our errors, but it is also a roadblock to personal and professional development.
There is no one-size-fits-all solution for dealing with mistakes. What works for one person may not work for another. However, seven principles will help you find your way forward:
Accept responsibility for your mistakes. This is the first and most crucial step. Denial will only prolong the pain and prevent you from learning the lessons you need to know. You must own up to your mistakes in order to move on from them.
Acknowledge your mistakes to yourself and others. This can be difficult, but it is essential for rebuilding trust and relationships. Trust is vital for any healthy relationship. Honesty is always the best policy. It’s also a necessary aspect of building and maintaining trust with those you work with and live around.
Seek forgiveness from those who you have harmed. This is not always possible or necessary, but it can be a helpful step in the process of moving on. Forgiveness can help to heal old wounds and allow you to move forward with your life.
Learn the lessons your mistakes have to offer. Ask yourself what you can do differently in the future to avoid making similar mistakes. What went wrong? What could you have done differently? How can you prevent similar mistakes in the future? These are tough questions to answer, but they’re fundamental for learning and growth. Mistakes can teach us important lessons if we are open to learning from them.
Seek out support from others. We all need, as the Beatles sang, a little help from our friends. Talk to someone you trust about your mistakes and how you’re feeling. This can be a great way to get some perspective and start moving on.
Forgive yourself. This can be difficult but is essential. We all make mistakes; it’s part of being human. What counts is how we learn from our mistakes and become better people and professionals as a result. Obsessing over your errors with anger and resentment will only eat away at you and prevent you from moving forward.
Put your mistakes behind you. Once you have learned from your mistakes and taken the previous steps listed here, it’s now time to put them behind you and move on. This doesn’t mean forgetting about what happened; it just means that you refuse to continue dwelling on it. As the old saying goes, there’s a reason the windshield is larger than the rearview mirror. You have to keep looking forward. Holding onto mistakes will only drag you down and prevent you from achieving your fullest potential.
My great friend, Skip Prichard, wrote a remarkable book about this subject — it’s even titled “The Book of Mistakes.” I highly recommend it.
Mistakes are a natural part of life, but that doesn’t mean we have to like them! As mentioned earlier, I’ve certainly made them — and will undoubtedly continue to do so. However, it’s impossible to create distinction without sometimes making a misstep. Move on from your mistakes and continue progressing in your personal and professional life.
One way to avoid unnecessary mistakes – or to maximize what you learn from them – is through professional coaching. We offer coaching to a limited, select few leaders. If you’d like more information on our Distinctive Coaching, just reach out to us and let’s talk!
There are so many variables competing for our attention today it’s easy to get bogged down in the minor details and lose focus on what’s important. When trying to achieve a critical task, it’s crucial to stay focused and not let distractions get in the way.
It’s all too easy to let the minor things take priority over the significant goals. But if you want to succeed, you need to learn to control your focus and stay on track. Don’t let the minor things overshadow the major ones – focus on what’s important and achieve your goals! Only by keeping your eye on the prize can you achieve great things.
The late, great business philosopher, Jim Rohn, used to ask, “Are you majoring in minor things?” It’s a brilliant question. Frequently, we can get so caught up in the details that we overlook the primary purpose. We focus on the small aspects rather than what’s most important.
Remember, the first Cornerstone of Distinction is CLARITY! It’s essential to keep your priorities straight so you can create distinction. Knowing what is truly important makes it easier to stay focused and motivated.
Stay in control of your focus, and don’t let distractions get in the way of your success.
“The more you know, the more you realize how much you don’t know.” – Aristotle.
Knowledge is the first step to power. The most innovative people are constantly learning and expanding their horizons. The more you learn, the better equipped you’ll be to focus on what’s important and achieve your goals. Don’t be afraid to ask for help – there’s no shame in admitting you don’t know everything.
The second step, however, is action. We often joke about being online and going “down the rabbit hole” — in other words, we get so distracted and engaged with the next link online or the next video on YouTube that we spend hours on the trivial than the vital. If knowledge were all that was necessary to achieve success, the center of the universe would be on college campuses.
Here are three steps to maintaining focus:
1. Know your priorities.
It’s only recently that the word “priority” also had a plural version. The word priority was created to signify the one aspect that was THE most important of all items we are considering. It’s essential to limit the number of items you’ll focus on — and know them thoroughly.
2. Stay disciplined
The importance of discipline is frequently underrated. It’s the ability to do what you should do when you should do it, whether you feel like it or not. It’s the key to achieving success and staying on track. Discipline allows you to focus on your goals and ignore distractions.
3. Take action!
With so many distractions today, it can be easy to lose focus on what’s important. If something is essential, you’ll find a way to get it done. But if you want to achieve great things, you need to stay focused and go to work! It’s up to you to take control of your focus and stay on track.
“What gets scheduled, gets done.” – Brian Tracy.
So, are you majoring in minor things? If you want to be successful, you must clarify what’s important and stay on track. Only by keeping your eye on the prize can you achieve great things.
Don’t permit the minor aspects to overshadow the major ones – have clarity on what is important and achieve your distinctive goals!
At a recent event held at a Four Seasons hotel, an audience member for my keynote presentation came up following my program. “Hi,” he said, “I’m Jerry – and, boy, do I have a story for you!”
“Yesterday, my wife and I were dining at the breakfast buffet here at the Four Seasons,” Jerry told me. “As we proceeded down the line, I just happened to mention to my wife that I wished they had blueberries available. Don’t get me wrong — they had a beautiful array of fruit. It’s just that there weren’t any blueberries, which are my favorite!”
“Imagine my surprise,” Jerry continued, “when mere moments later, a Four Seasons team member came to our table with a bowl of the most beautiful blueberries you could imagine! A young lady happened to overhear my conversation with my wife. She told me, ‘We don’t want you to be disappointed with ANY part of your experience at Four Seasons!'”
As Jerry and I continued the conversation, he was supremely impressed with two aspects of this encounter:
She listened to the customer.
She took action to ensure the customer received exactly what he wanted.
Let’s examine both steps:
First, listening to the customer. This Four Seasons team member was tuned in to what Jerry wanted and needed. She didn’t just hear the words. She listened to the emotion behind them. Because she listened, she knew that blueberries were important to him and acted on it.
Listening is critical because it communicates to the customer that they are essential and that their wants and needs are a priority. How many times have you been in a customer service situation where you feel like you’re not being heard? We, as customers, feel like our voices are falling on deaf ears all too often. Too often, we as customer service professionals, stop at listening. We need to go the extra mile and take action to ensure that our customers receive what they want.
When we take the time to listen to our customers, it shows that we care about them and their experience.
Second, taking action to ensure the customer received exactly what he wanted. This Four Seasons team member not only listened but also took action to ensure Jerry’s happiness. She knew that blueberries were important to him, so she brought him a bowl of them.
Consider what the alternatives were for the employee —
She could have been daydreaming or thinking about something else about her job and not tuned in to the customer.
She could have thought, “We have LOTS of great fruit…and it’s not enough for this guy?”
She could have told her manager, “By the way, a customer noted there weren’t blueberries. Maybe we should put some out tomorrow.”
Instead, she took ownership of the customer’s modest identification of a missing element.
Educating your team to own the problem and create the solution is critical.
Taking ownership of customer issues and being proactive in solving them is another hallmark of delivering a difference. Often, the small things that we do for our customers make the most significant impact.
Jerry’s story is an excellent reminder of how important it is to listen to our customers and take action on their behalf. When we do this, we deliver an Ultimate Customer Experience. What Jerry experienced was a great example of a UCE. His Four Seasons team member went the extra mile to ensure that he received exactly what he wanted.
Here’s an additional aspect — most of us know that this isn’t a unique experience for Four Seasons customers — it’s part of their DNA.
As my pal, Joe Calloway often discusses, most companies share an experience wildly out of the norm. They want you to know about the employee who walked a mile through the snow to be certain that a customer got their pack of chewing gum.
The problem is that the same store doesn’t do the basic blocking and tackling, which ensures that the little things are done right for every customer, every time.
Remember, customers do not want us to make it right. They want us to GET it right!
Because of the actions of this employee, Jerry left feeling appreciated and delighted with his experience at the Four Seasons. In fact, he was so impressed, he felt compelled to share his story with me — and now, I’m sharing it with you!
This is vitally important! When customers share your success stories, they become your advocates in a crowded marketplace. (And what business doesn’t want more advocates?)
When your team (and you) can deliver this level of customer experience, you’re well on your way to becoming ICONIC!
