Tammy and I were each driving our cars cross-country this week from Las Vegas to Fort Wayne, Indiana. I was in my car, and she was driving our SUV while pulling a small U-Haul trailer. Our older dog, Lucy, was in the car with me, and our puppy, Chloe, was Tam’s traveling companion. After a long day crossing I-40, we pulled off in Amarillo, Texas, to use some Hilton Honors points and stay at the Hampton Inn West just off the highway.
As it was difficult in the busy parking lot to find a space big enough for the SUV and trailer, the front desk clerk said that since I was a Diamond-level Hilton Honors guest, we could pull the combination into the two spots reserved for Diamonds on the side of the building. We dragged our luggage from both vehicles. Tam went to park her SUV and trailer as directed. I loaded our baggage on a cart, threw it into our room, and then returned to help her get both dogs out for a potty break, after which I’d park my car as she headed up to our hotel room.
I opened the door to the room, quickly got the luggage inside, and hurriedly returned to help my wife. The dogs finished their business, and Tammy headed to our room with them as I circled the lot, looking for a place to park my car.
As I re-entered the Hampton Inn, Tammy texted me a picture as she was calling me. Opening the closet, she found men’s dirty underwear and socks. I noted the TV was on when I opened the door to pitch the luggage in. I immediately became afraid that a person was still occupying the room and would return to find someone he would perceive as an intruder. I told her to exit the room immediately and wait for me to get up there to get our luggage.
As I told the front desk clerk what had happened, she said it “was impossible.” I asked her why I would make something like that up. Then I showed her the picture. She told me, “If your wife entered the room with those dogs, my manager says I can’t give you another room.”
I was incredulous. Would she even imagine we would stay in a room that had obviously not been properly cleaned—and perhaps had not been vacated? I might not have been as kind as I was previously, but I told her in no uncertain terms that we were getting another room. She made me wait as she texted her manager, who, after several minutes of leadership contemplation, told her to give us a different room.
I get Tammy and the dogs in the new room, go back up, reload the luggage, and move it down two floors to our new location.
Finally, at about 11 PM, we drift off to sleep. Until 1 AM when the phone in our room rings.
This time, the overnight clerk at the front desk ordered that I must move our SUV and trailer immediately or risk being towed away. I informed her that I parked where the last desk clerk told me to — and a bit coldly asked why she would call a guest at 1 AM anyway.
“My manager has made it clear that only Diamonds can park their cars in those spots.” I responded that I was a Diamond. “Yes, but you also parked a trailer in the other spot, and that’s against what my manager told me was permissible. If it’s not moved, it will be towed.”
So, I get up, get dressed, and head out into about 35 degrees and spitting snowfall. I asked the clerk to show me where to park so I wouldn’t be towed. She points to an empty space in another hotel’s parking lot. “You can park there—they don’t mind.”
“How will I know,” I ask, “that THEY won’t have me towed because I’m not a guest there?”
“They won’t care. It’s fine.”
Tired and upset, I park the SUV and trailer where she points — and move my car into one of the Diamond spots. I return to the room a little after 1:30 AM, adrenaline pumping because I’m so mad and frustrated. It takes me at least 90 more minutes to finally fall asleep.
As we check out about three hours later — exhausted and with a day’s drive ahead — the same overnight clerk tells me that three other cars — two with trailers — were towed away after I moved mine. (Which was, fortunately, just fine where I had parked it in the other hotel’s lot.) She presented the bill for the night at the hotel. (Even though we were using points for the stay, we were charged $95 for having two dogs with us.) I told her I wanted to have a few words with the manager.
She said, “After I told the manager about all the upset guests from the towing and everything, he told me he was sick and wouldn’t be in this morning.”
As we drove away, I realized that even though I was angry with those two clerks for obviously egregious behavior towards customers, the blame should rest on the missing manager. Both clerks were more concerned with upsetting the manager than their customers. Apparently, they were afraid of managerial reprisals for any deviance from “the policy” — even if their efforts were to ensure that the guests at the property were taken care of in the manner that the hotel promised in their marketing and branding efforts.
How about you and your team?
Would they be afraid that making it easier for the customer (like where a guest can park or moving someone from a dirty room) isn’t the priority and would cause them to be on the receiving end of managerial reprimands?
Have you trained them on the Ultimate Customer Experience®?
These desk clerks knew one thing: there would be hell to pay if they did something outside the lines of precisely what their manager had told them.
Keeping guests in a dirty room or towing their cars away in a strange city was acceptable as long as it fits within what the manager had outlined.
That’s bad management. Of course, you already knew that by how the manager hung his employees out to dry by calling in sick after being told there were upset customers wanting his attention.
One final thing: I called the Hilton “Customer Cares” line the following day while driving to tell them about my horrible experience. A woman I could barely understand — as her English obviously was not yet fluent — told me she could put my points back into my account.
I replied that I also wanted a refund of the $95 because I didn’t want that property to have a cent of my money — and that they had failed on the aspect that’s the bare minimum of what a hotel guest has a right to expect: a decent night’s sleep.
She told me that was beyond what her manager would let her do, and she’d have to escalate my case. I said I would like to speak to a supervisor. She replied that it was impossible — just check my account in 48 hours, and I would know what they had decided.
I hung up and just shook my head as I proceeded down the Interstate. If that’s how they treat their best customers as a Diamond Hilton Honors member — how do they take care of (or not) their occasional guests?
And why should I choose a Hilton brand in the future as opposed to another? (They might save the $95 — and lose thousands in future business. We will see…)
What happened to me isn’t important to your business, but the question about how your employees treat your customers is.
This afternoon, I’m in a meeting in Buffalo, New York, listening to leaders of this retail company and their vendors talk about commoditization in today’s marketplace. In today’s rapidly changing business landscape, one of the greatest challenges organizations faces is the perilous trap of the “sea of sameness.” It’s all too easy to become just another face in the crowd, blending into a swarm of indistinguishable competitors.
But fear not, for there is a powerful antidote that can help you rise above this trap – the Ultimate Customer Experience®.
In my years as a professional speaker and author, I’ve had the privilege of working with organizations worldwide, helping them understand the significance of creating an unforgettable customer experience. Here’s are seven ways the Ultimate Customer Experience® can be your ultimate weapon against commoditization:
Distinctiveness is Your Shield: In a commoditized market, customers often make purchasing decisions based on price alone unless you provide them a reason to make a different choice. When you offer a unique and exceptional customer experience, you become a brand apart. You stand out in a crowded marketplace, and customers are more willing to pay a premium for what you provide. Distinctiveness becomes your shield against price-driven competition.
Building Emotional Connections: The Ultimate Customer Experience® goes beyond transactions; it’s about forging emotional connections with your customers. When you invest in creating meaningful, memorable interactions, you develop loyal advocates who not only return but also spread the word. These customers become your brand ambassadors, helping you expand your influence.
Consistency is Key: A crucial aspect of delivering the Ultimate Customer Experience® is consistency. Your customers should know what to expect every time they interact with your brand. You cannot become “Ultimate” if what you deliver is random. Consistency builds trust, and trust is the foundation of long-term relationships. Organizations that prioritize consistency demonstrate their commitment to excellence.
Continuous Improvement: The pursuit of the Ultimate Customer Experience® is a journey, not a destination. Embrace a culture of continuous improvement, always seeking ways to enhance the customer journey. Gather feedback, analyze data, and adapt your strategies accordingly. This commitment to growth not only keeps you ahead of competitors but also delights your customers.
Personalization and Inclusivity: In today’s diverse world, personalization and inclusivity are essential. The Ultimate Customer Experience® acknowledges the individuality of each customer and ensures that no one feels left out. This works in both B2B and B2C situations. As an article in Harvard Business Review stated, “The fundamental change in B2B is that it has become more like B2C.” By catering to diverse needs and preferences, you expand your reach and make everyone feel valued.
A Competitive Edge: Commoditization often leads to price wars that erode profitability. However, by providing the Ultimate Customer Experience®, you shift the focus away from price. Customers are willing to pay more for an exceptional experience, giving you a competitive edge and increased revenue.
Authoritative Insights: As an author and professional speaker, I’ve witnessed how organizations that invest in our training on the Ultimate Customer Experience® gain authoritative insights into their industry. They become thought leaders and trendsetters, setting the standard for excellence.
It’s important to remember that the Ultimate Customer Experience® is not just a strategy; it’s a commitment to excellence that helps organizations transcend the trap of commoditization.
It’s about creating a distinct, emotional, and consistent experience that builds trust, fosters growth, and makes your brand a global leader.
As you embark on this journey, remember that it’s an ongoing process that requires dedication and continuous improvement. Seek out diverse perspectives, stay relevant on a global scale, and never stop advocating for the importance of standing out and delivering the ultimate customer experience.
And if we can help you with training your team, coaching your executives, and consulting with your leaders, we stand ready to be of personal assistance.
By embracing these principles, you’ll not only escape the commoditization trap but also lead your industry with unwavering distinction. Your customers will thank you, your brand will thrive, and your organization will reach distinctive heights of success.
As we approach the end of the year, many organizations face unique challenges and opportunities in delivering an Ultimate Customer Experience®.
The holiday season, with its last-minute shoppers and potential for disgruntled customers returning gifts, is a critical period for any business aiming to stand out in a crowded marketplace.
Here are eight specific steps an organization can take to ensure a superior customer experience during this busy time.
Anticipate Last-Minute Needs
Last-minute shopping is more than a trend; it’s a reality of consumer behavior. According to a survey by the National Retail Federation, nearly 30% of holiday shoppers are expected to make purchases in the final week before the holidays. To capitalize on this, ensure your inventory is stocked with popular items and easily navigable. Consider offering delivery, expedited shipping options, and convenient, last-minute purchase solutions like e-gift cards.
Streamline the Return Process
Post-holiday returns are inevitable. A study by Optoro, a reverse logistics company, estimates that around $90 billion worth of goods are returned during the holiday season. To handle this efficiently, create a hassle-free return policy. Ensure your staff is well-trained and prepared to manage returns swiftly and empathically, turning potentially negative experiences into positive ones.
Leverage Personalization
Personalization can significantly enhance the customer experience. Utilize customer data to provide tailored recommendations, both in-store and online. According to Epsilon, 80% of consumers are more likely to make a purchase when brands offer personalized experiences. This personalized approach can be especially effective for last-minute shoppers looking for quick, suitable gifts.
This personalization is not just using the customer’s name in an email. It’s also educating your team in the importance of connecting with their customers.
(I discuss this in detail in my latest book, “The Ultimate Customer Experience” – which might make a great Christmas gift to give to you team…and to yourself!
Enhance Digital Integration
With the rise of e-commerce, digital integration is crucial. For those shopping online, a seamless and intuitive digital experience is essential. Ensure your website can handle increased traffic, and that mobile optimization is a priority, as a significant portion of last-minute shopping is done via smartphones.
Focus on Employee Engagement
In my presentations, here’s a point that I always make: Your employees are the frontline of customer experience.
Gallup research shows that organizations with highly engaged employees experience a 20% increase in sales. Invest in training programs that empower your staff to deliver exceptional service and ensure they have the resources to manage the holiday rush effectively.
Implement Feedback Loops
Actively seek customer feedback during and after the holiday season. This can help you identify pain points and areas for improvement. Quick, responsive adjustments based on customer feedback can significantly enhance the experience and build long-term loyalty.
Create an Ultimate Customer Experience®
In a season often characterized by stress and hurry, creating a memorable and enjoyable shopping experience can be a significant differentiator. Consider implementing festive in-store experiences or special holiday promotions. These touches not only attract customers but also leave a lasting positive impression.
Plan for Post-Holiday Engagement
Finally, the end of the holiday season is not the end of the customer journey. Plan post-holiday marketing strategies to keep your brand top-of-mind. This could include follow-up emails, special offers, or loyalty programs to encourage repeat business in the new year. When you’ve delivered an ultimate experience, customers naturally want to repeat their business and refer you to friends and colleagues.
Delivering the Ultimate Customer Experience® during the holiday season requires a blend of anticipation, personalization, and responsive service. By focusing on these areas, organizations can not only navigate the challenges of the season but also turn them into opportunities to build lasting customer loyalty and stand out in the marketplace.
Remember, the goal is not just to survive the holiday rush but to thrive within it, creating experiences that resonate well into the new year.
Last week, I underwent rotator cuff surgery on my dominant right side, sending me on a challenging journey that has unexpectedly enriched my perspective on life and business.
The next 4 to 6 weeks will find my arm and hand – the ones I rely on most – immobilized. And it will likely be six months or so until my shoulder returns to normal. This experience has been a profound teacher, highlighting how we often take the simplest things for granted.
As I navigate daily tasks with only my left hand, I’m reminded of the bigger problem: the danger of complacency, both in our personal lives and in the business world.
Eating with my non-dominant hand has been a messy learning curve, a minor yet vivid illustration of how we overlook the ease of our routine activities. When Tammy and I stopped for breakfast after my first session of physical therapy, it was a total disaster. I left the restaurant with more scrambled eggs on me than in me.
This reliance on the ordinary extends beyond personal experiences; it mirrors a critical issue in the business world. When companies take their customers for granted, they risk delivering subpar experiences. Similarly, managers who fail to acknowledge the value of their employees might only realize their worth after they depart, leaving behind a void of relationships and connections built over time.
Here are four dangers of complacency in your business:
1. Customer Alienation: Businesses that become too comfortable with their current success may neglect evolving customer needs, leading to dissatisfaction and loss of loyalty.
2. Employee Disengagement: Failing to appreciate and engage employees can result in decreased morale, productivity loss, and a higher turnover rate, damaging the organization’s internal dynamics and reputation.
3. Stagnation and Loss of Competitive Edge: Complacency leads to a lack of innovation, causing businesses to fall behind in a rapidly changing market.
4. Reputational Damage: Underestimating the power of word-of-mouth and social media can lead to a tarnished reputation if customers or employees feel undervalued or ignored.
While my physical situation will take time to mend, there are some steps you can begin to take immediately to avoid the problem of taking customers and employees for granted in your business. Here are the first five that I would suggest:
1. Active Listening and Feedback Incorporation: Regularly soliciting and acting upon feedback from both customers and employees can prevent complacency and foster continuous improvement.
2. Empowerment and Recognition: Empowering employees through decision-making roles and recognizing their efforts can enhance engagement and loyalty.
3. Continuous Learning and Adaptation: Encouraging a culture of learning and adaptation ensures that the business stays relevant and responsive to market changes.
4. Personalized Experiences: Offering personalized experiences to customers and tailored development opportunities for employees can strengthen relationships and loyalty.
5. RegularEvaluation and Benchmarking: Periodic assessments of customer satisfaction, employee engagement, and market trends can help identify areas of complacency.
As I learn to adapt to my temporary physical limitation, it’s a reminder that we should never take for granted the seemingly small yet significant aspects of our lives and businesses.
Businesses need to continually nurture their customer and employee relationships with the same care and attention as one would in relearning basic tasks with a new set of constraints. This approach not only helps in avoiding the pitfalls of taking things for granted but also paves the way for sustainable growth and success.
In a world where change is the only constant, staying vigilant against complacency is key.
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 a world that currently feels saturated with negativity, it’s challenging, even for seasoned professionals, to maintain a positive outlook. It has long been one of my missions to prove that distinction in approach and perspective can be our most powerful tool in combatting this tide. So, how can you cultivate a distinct, positive mindset amidst the noise?
1. Recognize the Power of Your Unique Value
Every professional brings something unique to the table. Your individual experiences, knowledge, and insights set you apart. Embrace this distinction. When you recognize your own worth and the value you offer, negativity becomes less potent. Remember, the most recognized names in the Sales & Marketing Hall of Fame, including legends like Seth Godin, Dale Carnegie, and Zig Ziglar, leveraged their unique qualities to make lasting impacts.
2. Engage with Purpose
To stay positive, it’s crucial to clearly understand your purpose. Why do you do what you do? This isn’t just about your professional role; it’s about the impact and difference you wish to make. Engaging with a strong sense of purpose acts as a buffer against the prevailing winds of negativity.
3. Global Perspectives
Having spoken in about 40 countries, I can attest to the value of a global perspective. Drawing on diverse viewpoints and international trends broadens our understanding and allows us to see the larger picture. By recognizing that challenges and negativity are universal, we can more easily find shared solutions and positivity in collective triumphs.
4. Continuous Learning
The landscape of business and life is ever-evolving. By committing to continuous learning, you equip yourself with the tools to navigate challenges and consistently introduce new sources of positivity and inspiration into your life. Whether it’s a new book, a seminar, or a conversation with a colleague from a different field, always be in the quest for knowledge.
5. Surround Yourself with Positivity
While being informed is essential, incessant negativity, especially from media, can be draining. Be selective about the content you consume. Surround yourself with positive influencers, thought leaders, and resources that uplift and educate rather than pull you down.
6. Constructive Feedback
As an author, I’ve learned the invaluable lesson of seeking and embracing constructive feedback. While filtering out baseless negativity is fundamental, constructive critiques offer growth. Distinguish between the two and use feedback as a tool for improvement and positivity.
7. Practice Gratitude
In the pursuit of distinction, it’s easy to focus on what we lack or where we want to be. However, taking a moment to acknowledge and be grateful for our achievements, the people around us, and even the simple joys can be a powerful antidote to negativity.
8. Remember the Ultimate Customer Experience®
In business and life, our interactions matter. By striving to offer the “Ultimate Customer Experience®,” not only do we set ourselves apart, but we also cultivate a more positive environment. When we uplift others, we uplift ourselves.
While our world is filled with challenges and negativity, professionals have the power to create a distinct path filled with positivity. By recognizing our unique value, engaging with purpose, embracing global perspectives, and committing to continuous growth, we can combat negativity and thrive in it. As we strive for distinction, let positivity be the hallmark of our journey.
