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 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.
On a recent trip to the Big Island of Hawaii, Tammy and I thought we would take a look at interval ownership vacation properties — perhaps better known as a timeshare. We realize that traditionally, this field has a bad reputation. However, we thought it was worth a couple of hours to see for ourselves if the approach would be different and the process had improved.
When the shuttle we thought was going to pick us up failed to appear, I called the reception desk to let them know we were running late. The receptionist asked, “Do you have a rental car?” When I replied that we did, she said curtly, “So, why didn’t you drive here rather than have us pick you up?”
My response was that they didn’t know whether we had a car or not — and as the customer, I should get the opportunity to make the decision on our transportation. Believe it or not, she hung up on me!
Upon arrival, we were met by our sales advisor. He started by addressing concerns we had not even voiced — the reputation of high-pressure tactics and more. He was reassuring and captured our interest.
After showing us a unit like the one we might invest in, his manager came in to talk with us. Despite our insistence that we would consider our decision over the three days we were at the adjoining hotel, she repeatedly inquired, “What can we do to make you owners TODAY?” The pressure was insistent and off-putting.
The tactic made us dig in our heels and refuse to make a decision. In other words, it had exactly the opposite effect that she desired.
Then we were taken into another room to be offered an alternative. When we entered, we could not help but notice that several of the bulbs in the chandelier were burned out and had not been replaced. As prospective customers, we asked ourselves, “If they can’t take care of their own offices…how much care will the maintenance show our timeshare?”
We did not purchase. In part, it was because of the high pressure tactics that simply do not work in today’s marketplace. But it was also an example of how the “little things” make a huge difference to customers.
In other words, the minutiae often define the customer experience more than grand gestures. Here are six reasons why:
1. First Impressions: Little things like a clean environment or a fully functional facility contribute to a customer’s immediate assessment. The Halo Effect suggests that one positive aspect can make everything else seem better. When a customer walks into a pristine environment, they’re more likely to have a positive view of the entire brand.
2. Psychological Comfort: According to Maslow’s Hierarchy of Needs, physical and safety needs come first. A clean, well-maintained space appeals to these basic human requirements, increasing the chances of customers feeling comfortable enough to engage more deeply with your business.
3. Attention to Detail: Harvard Business Review points out that customers value “effortless experiences.” If light bulbs are out or the surroundings are dirty, it indicates a lack of attention that might extend to your products or services.
4. Consistency: In a world where consumer expectations are ever-evolving, reliability is king. According to a PwC report, 65% of U.S. consumers say a positive experience with a brand is more influential than great advertising.
5. Word of Mouth: In an American Express Survey, 65% of participants said they’ve spoken to others about a bad experience, but they’re also likely to share positive experiences. Good experiences with attention to small details get amplified in this age of social media, offering free advertising and genuine endorsements.
6. Up-sell and Cross-sell Opportunities: A CX Intelligence Report suggests that customers who’ve had a good overall experience are 74% more likely to be open to add-on sales. Ensuring the basics encourages people to stick around longer, increasing their lifetime value to the business.
Mastering the little things isn’t just good housekeeping; it’s a strategic move that impacts customer perception, loyalty, and ultimately, your bottom line.
Creating the “Ultimate Customer Experience®” would have improved the opportunity for this group to make a significant sale. The problem is they weren’t aware that these “small” elements can make a world of difference.
Are you taking care of the small aspects that can mean big sales and create distinction for your organization?
In an era of technology revolutionizing how businesses interact with customers, we often get lost in metrics, data analytics, and complex algorithms.
However, the soul of customer interaction—common courtesy. The term may sound old-fashioned, but its essence is timeless and universal.
Today, we discuss the latest AI-enabled customer service bot or personalized marketing strategy. While those are critical in achieving organizational distinction, we overlook the simplest yet most impactful element—treating your customers courteously.
That’s where the Ultimate Customer Experience® starts. You can have the most sophisticated systems in place, but if your team lacks basic manners, your efforts will fall flat.
We can pull statistics to confirm this—Harvard Business Review points out that customers who had positive past experiences with a brand spend 140% more compared to those who had negative experiences. A study by PwC found that 32% of customers would stop doing business with a brand after just one bad experience. These are not just concepts; they represent the tangible outcome of either applying or ignoring common courtesy.
In business environments worldwide, irrespective of cultures and languages, courtesy is a universal language. It is the fabric that sews the entire customer experience together. Think about it—the hospitality of Japan, the “Ubuntu” of South Africa, or the customer-is-always-right mentality of America—all variations of common courtesy.
What does common courtesy in the Ultimate Customer Experience® entail? It starts with active listening. When customers feel heard, they feel respected. It involves polite language and gestures—a “please” and “thank you” cost nothing but earn invaluable customer loyalty. It’s also about transparency; don’t promise what you can’t deliver. Misleading a customer is the ultimate discourtesy.
In my decades-long journey of helping businesses stand out and earn more, one thing is crystal clear: the organizations that invest in training their staff in the art of courtesy outperform their competitors who don’t.
A courteous approach to customer service isn’t just a department—it’s a culture. For executives and entrepreneurs, this is a critical leadership responsibility. It’s not merely a line item in the training manual; it’s a core value that drives the ultimate goal of any business—to create a distinct, memorable, and beneficial experience for your customer.
Let’s elevate the conversation from simply evaluating “customer satisfaction metrics” to instilling a culture of common courtesy. In doing so, we don’t just satisfy our customers; we thrill them. And in today’s fiercely competitive marketplace, the Ultimate Customer Experience® is not just about standing out—it’s about being unforgettable. Courtesy makes you unforgettable.
The technology and strategies that propel your business forward are crucial, but it’s the underlying layer of common courtesy that can truly make or break your relationship with customers. This is more than a polite suggestion; it’s a cornerstone of business success.
Remember, in a crowded marketplace, distinction doesn’t just come from innovation; it also comes from positive, courteous customer interactions. After all, courtesy never goes out of style.
Don’t let your drive for innovation eclipse the age-old wisdom of simply being courteous; the Ultimate Customer Experience® depends on it.
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.
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.
