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Keeping Long-Term Customers Engaged and Your Business Relevant

Keeping Long-Term Customers Engaged and Your Business Relevant

When I was growing up in rural Indiana, my Mom often said, “Familiarity breeds contempt.”

But with all due respect for my Mom – and parents everywhere who used the phrase – it’s just not true. The more I know you, and about you, it does not automatically transition into scorn and disrespect. Familiarity does NOT breed contempt.

Rather, familiarity breeds complacency.

This inspires a critical question: how does any business – or any professional – maintain relevance with long-term customers?

As consumer preferences evolve and market conditions shift, we must continuously adapt our strategies to keep these relationships vibrant and engaging. We must constantly seek ways to transform ordinary transactions into memorable experiences that cement customer loyalty.

Understanding the core needs and desires of your customer base is foundational to maintaining relevance. This goes beyond surface-level interactions. It means working to understand the emotional and psychological drivers that influence purchasing decisions. It’s about recognizing that at the heart of every transaction (B2C AND B2B!) is a human being seeking not just a product or service but an experience that resonates on a personal level.

This understanding enables us to anticipate needs and innovate solutions that solve immediate problems and enhance the customer’s overall quality of life.

To deliver an Ultimate Customer Experience®, personalization emerges as one of your most potent tools.

Tailoring experiences to individual preferences demonstrates a level of care and attention that can significantly elevate customer satisfaction. By leveraging data analytics and customer feedback, you can create highly personalized communication and offerings that make customers feel valued and understood. This approach strengthens the customer-business bond and fosters a sense of exclusivity and belonging, making customers more likely to remain engaged over time.

However, personalization alone is not enough.

Consistent engagement through meaningful communication is crucial in maintaining a pulse on customer needs and ensuring that your business remains top of mind. This could range from personalized emails and social media interactions to customer appreciation events or exclusive previews of new products or services.

The goal is to create a dialogue, not a monologue, where feedback is not only encouraged but actively sought and acted upon. This ongoing conversation fosters a dynamic relationship where the customer feels heard and valued, significantly boosting loyalty and retention.

Innovation plays a critical role in maintaining relevance with long-standing customers. Remember, “Creativity” is the second of the Four Cornerstones of Distinction.

In a world where change is the only constant, businesses that stand still risk obsolescence. By continuously enhancing your offerings and the ways in which you engage with customers, you can keep the relationship fresh and exciting. This doesn’t always mean revolutionary changes; sometimes, even minor tweaks or enhancements can reignite interest and demonstrate your commitment to improvement.

Do you know what your customer wants?

Finally, building a community around your brand can provide immense value in sustaining long-term relationships. When customers feel part of something larger, their loyalty extends beyond transactions to become part of their identity.

Your community can be nurtured through exclusive memberships, forums, events, and shared experiences that bring customers together, not just with your brand but with each other. In such environments, customers are not just passive recipients but active participants in your narrative, contributing to its evolution and spreading your message.

Let’s face it: maintaining relevance with long-term customers is not easy. It’s a multifaceted endeavor that demands a deep understanding of customer needs, a commitment to personalization and innovation, and the creation of meaningful, ongoing dialogues and communities.

By adopting these strategies, you can be assured that your relationships with long-term customers not only endure but thrive, turning loyalty into a decisive competitive advantage in today’s ever-changing marketplace.

It’s what ensures that you sustain the distinction you have created.

The Antidote to Price Wars: Creating Distinction and an Ultimate Customer Experience® in a Commoditized World

The Antidote to Price Wars: Creating Distinction and an Ultimate Customer Experience® in a Commoditized World

The late, great Tom Winninger – a friend and Speakers Roundtable colleague – wrote a book over thirty years ago titled “Price Wars.” And even though Tom was a brilliant visionary, I think even he would look at the level of pressure surrounding commoditization today and be astounded.

In today’s hyper-competitive landscape, products and services are increasingly becoming indistinguishable, reduced to mere features and specifications on a spreadsheet. In an era where consumers are bombarded with endless choices and digital marketplaces are overcrowded with similar offerings, businesses of all sizes are grappling with the pervasive challenge of commoditization.

This phenomenon erodes margins and dilutes brand value, compelling companies to compete in a race to the bottom on price. Brutal price wars erode profits and leave businesses of all sizes scrambling for survival.

However, there is a potent strategy that can serve as your barricade against this trend: creating distinction and delivering an Ultimate Customer Experience®. (UCX)

Think of the UCX as a force field against the commoditization storm. It’s not just about providing good service; it’s about crafting memorable, emotional interactions that leave customers raving about your brand. It’s about understanding their deepest needs and desires and exceeding their expectations in surprising and delightful ways.

And here’s the beauty: it works for businesses of any size or industry.

Let’s face it: price is always a factor. But when you deliver a UCX, research clearly shows that price becomes secondary. Customers are willing to pay a premium for an experience that makes them feel valued, understood, and even a little special. One study states that 64% of customers consider the experience more important than the price.

  • But the journey to UCX must always begin with an effort to create distinction.
  • What sets your business apart?
  • Is it your innovative product features, your commitment to sustainability, or perhaps the unparalleled expertise of your team?

Distinction is not merely about being different; it’s about being strategically different in ways that resonate deeply with your target audience.

It’s about creating a narrative around your brand that is compelling, memorable, and impossible to replicate.

Yet, distinction alone is the first step. It must be intricately woven into the fabric of the Ultimate Customer Experience®.

old ways won't open new doors sign

This concept transcends the traditional notion of customer service; it’s about curating every interaction between your brand and your customers to be not just positive but unforgettable, as well. From the initial touchpoint to the post-purchase follow-up, every moment is an opportunity to reinforce your distinct value and forge an emotional connection with your customers.

Often, when we first think of UCX, what comes to mind are companies we’ve discussed so much it’s become clichéd – Apple, Amazon, Southwest, Zappos, etc. However, for small and medium-sized businesses, the path to distinction and delivering an Ultimate Customer Experience® might look different, but it is equally critical.

It could be the local café that remembers your name and order, creating a sense of belonging, or the online retailer whose packaging and personalized notes make every delivery feel like a gift. These touches of distinction and customized experiences can transform a routine transaction into a memorable event, fostering customer loyalty and advocacy.

As businesses navigate the complexities of modern markets, the twin strategies of creating distinction and delivering an Ultimate Customer Experience® emerge as the most effective defense against the forces of commoditization and price competition.

By focusing on what makes your brand uniquely valuable and consistently delivering exceptional experiences, you can elevate your offering beyond the mundane, fostering a loyal customer base that values your brand for reasons far beyond price.

In this way, distinction and an Ultimate Customer Experience® are not just strategies for growth; they are imperatives for survival and success in today’s competitive landscape.


We help organizations (like BMW, Apple, Cisco, and literally hundreds more) and their leaders create distinction and deliver the Ultimate Customer Experience® through custom-designed approaches ranging from keynote presentations to UCX training, from executive consulting to coaching sales professionals. How may we assist you to beat the commodity trap and enhance profitability? Contact me!

The Critical Importance of Investing in Training and Outside Perspectives for Revenue Growth

The Critical Importance of Investing in Training and Outside Perspectives for Revenue Growth

Almost everyone with a few years of experience and who shares a comparable profession to mine – speaking for corporate conferences and consulting and training in sales and customer experience – will have a similar story.

Somewhere along the way, we encountered the executive who told us, “We had to make some serious budget cuts this year. Therefore, there’s no alternative, and we must slash our expenditures on training and corporate events – particularly outside speakers.”

While I acknowledge considerable prejudice around this topic, I believe this approach is flawed and terrifically short-sighted.

And while this commitment to ongoing education and inspiration for your entire team is essential, the impact of training and development on Millennial and Gen Z workers is particularly significant, as these generations have distinct expectations and values regarding their careers and workplace environments.

  • Deloitte’s Millennial Survey found that 44% of Millennials and 49% of Gen Zs believe continuous learning is the key to a successful career. This demonstrates their keen interest in continuously acquiring new skills and knowledge.
  • A study by ManpowerGroup shows that Millennials prioritize learning over other benefits in a job. 93% want lifelong learning and are willing to spend their own time and money on further training.

Investing in training and outside perspectives is not just an expense; it’s a critical component for driving revenue growth and ensuring long-term business success.

Here are five reasons why:

1. Enhancing Employee Skills and Productivity

Investing in employee training is vital for any organization aiming to stay competitive. An Association for Talent Development report found that companies offering comprehensive training programs have 218% higher income per employee than those with less comprehensive training. Moreover, these companies enjoy a 24% higher profit margin than those who spend less on training. This data underscores the direct correlation between employee training and an organization’s financial performance.

The impact of training and development on Millennial and Gen Z workers is particularly significant, as these generations have distinct expectations and values regarding their careers and workplace environments. Investing in their growth is not just a perk; it’s a crucial factor in attracting and retaining these younger talents.

  • A LinkedIn Workplace Learning Report revealed that 94% of employees would stay at a company longer if it invested in their career development. This sentiment is even stronger among Millennials and Gen Z, who prioritize personal growth and career development.
  • According to a Gallup report, 87% of Millennials rate “professional or career growth and development opportunities” as important to them in a job, far higher than the 69% of non-Millennials who say the same.

2. Fostering Innovation and Adaptability

In a world where change is the only constant, organizations must be agile and innovative to create distinction and stand out in their marketplace.

Selecting the right outside speakers, consultants, and training programs brings fresh perspectives and ideas that can spark innovation within a company. They can challenge conventional thinking and encourage employees to think outside the box, leading to new processes and approaches that drive revenue growth.

3. Enhancing Employee Engagement and Retention

It just makes sense that engaged employees create higher customer satisfaction and are more productive — which in turn boosts revenue. A Gallup study revealed that highly engaged teams show 21% greater profitability.

In my experience, delivering educational programs of quality not only enhances employee skills but also means employees feel the organization cares about their growth – making them more engaged. In a recent series of programs I delivered in the healthcare industry, one of the main comments from participants was that they loved the series of programs because it displayed that their company was willing to invest in them with high-quality and custom educational content.

4. Building a Strong Corporate Culture

Training and events featuring outside speakers can significantly contribute to building a strong, positive corporate culture. They provide opportunities for team building and shared learning experiences, reinforcing the company’s values and vision. A strong corporate culture is not just about employee satisfaction; it’s a business strategy.

  • Research by Deloitte found that organizations with a strong culture have a 4X higher revenue growth compared to those with a weaker culture.
  • A study by TINYpulse found that professional growth opportunities are the top factor in employee happiness for Millennials. This is a significant shift from previous generations, who placed higher value on salaries and job security.
  • The 2021 Deloitte Global Millennial and Gen Z Survey reported that during the COVID-19 pandemic, Millennials and Gen Zs showed a strong preference for employers who offered skills training, especially those that could be done remotely.

5. Enhancing Customer Satisfaction and Loyalty

Finally, well-trained employees are better equipped to meet and exceed customer expectations, increasing customer satisfaction and loyalty. This is particularly true in service-oriented industries where the customer experience is paramount. According to a study by the Institute of Customer Service, there is a clear link between employee engagement, customer satisfaction, and revenue growth. The study found that a 1% increase in employee commitment (a proxy for engagement) can lead to a monthly increase of 9% in sales.

Think about it…

Cutting budgets for training and outside perspectives might seem like a quick fix for financial challenges, but it’s a counterproductive strategy in the long run.

The evidence is clear: investing in training and external insights is not just beneficial; it’s essential for driving revenue growth and ensuring the sustainable success of an organization.

Leaders who recognize and act on this will position their companies to thrive in an ever-changing business environment.

If you and your organization would like to join the long list of distinctive companies of all sizes that have benefited from our programs – from keynote speeches to in-depth training – on distinctive sales strategies and delivering the Ultimate Customer Experience®, please connect with us here! We would love to help you, too, grow revenue and profitability!

The Crucial Congruence: Aligning Promises with Performance in 2024

The Crucial Congruence: Aligning Promises with Performance in 2024

In today’s hyper-competitive market, the alignment between what your business promises and the performance that it delivers is not just a matter of integrity; it’s a cornerstone of customer experience and loyalty.

I highlight the criticality of this congruence in my book “ICONIC.” When a business’s marketing claims do not match the customer experience, it leads to a trust deficit, adversely affecting its reputation and bottom line. And, let’s face it, in most organizations, the people making the promise are seldom the ones who have to deliver the performance for your customers.

Your goal in 2024 should be to make certain that your promises and performances are in perfect alignment.

The Promise-Performance Gap

The promise-performance gap emerges when there’s a disconnect between the expectations set by marketing and the actual customer experience. This discrepancy can be particularly damaging. A study by PwC found that 73% of consumers cite customer experience as a significant factor in their purchasing decisions, but only 49% of U.S. consumers say companies provide a good customer experience. This gap indicates a widespread issue in businesses failing to live up to their marketed promises.

Impact on Customer Loyalty

Loyalty is earned when a business consistently meets or exceeds the expectations it has set. According to Accenture, 52% of consumers have switched providers due to poor customer service, highlighting the direct impact on customer retention. When the experience falls short of the marketing hype, customers feel misled, leading to dissatisfaction and churn. Everyone spending money with your business has the right to receive an Ultimate Customer Experience. ®

Brand Reputation and Word of Mouth

In the digital age, word of mouth travels fast. A survey by BrightLocal revealed that 87% of consumers read online reviews for local businesses in 2020, up from 81% in 2019. Negative experiences, especially when they contradict marketing claims, can quickly escalate into a crisis through online reviews and social media, affecting potential customers’ perceptions.

The cost of not aligning promises with performance is not just in lost customers but also in the additional effort required to regain trust. Harvard Business Review notes that acquiring a new customer can be anywhere from 5 to 25 times more expensive than retaining an existing one. This cost becomes exponentially higher when businesses must invest in damage control and rebuilding their reputation.

Best Practices for Alignment

1. Understand Customer Expectations: Regularly gather customer feedback to understand their expectations. This information should guide marketing messages to ensure they’re realistic and achievable.

2. Internal Alignment: Make certain that all divisions, particularly marketing and operations, are in sync. The promises made in marketing campaigns should be well understood and executable by the teams responsible for delivering the customer experience.

3. Regular Training: Employees should be regularly trained not just on their job functions but also on the brand’s values and promises. This ensures that everyone is equipped to deliver on those promises consistently.

4. Monitor and Adapt: Continuously monitor customer feedback and market trends. Be ready to adapt both your marketing messages and operational strategies to stay relevant and true to your promises.

The congruence between promise and performance stands at the core of customer trust and loyalty. 

In an era where customers have endless options, the businesses that create distinction are those that understand and implement this congruence in every aspect of their operations.

By aligning marketing promises with customer experience, you will not only foster loyalty but also build a sustainable model for long-term success. 

You can become ICONIC in 2024!

Embracing Change: The Unexpected Opportunity of a Forced Pause

Embracing Change: The Unexpected Opportunity of a Forced Pause

In my whirlwind of a career as a professional speaker and author, constantly navigating through airports, speaking on stages across the globe, and engaging with diverse audiences, the concept of a prolonged pause seemed unfathomable to me. However, life, as it often does, has presented an unexpected twist. Following my recent rotator cuff surgery, I find myself in a unique situation: a mandatory six-week hiatus from my usual bustling schedule.

For the first time in my decades-long career, my calendar is blocked for recovery, a change that initially felt more confining than liberating. Yet, I’m beginning to reframe this period not as a setback but as an unanticipated opportunity for growth and reflection. This experience is teaching me the profound value of patience and the importance of embracing change, even when it arrives in the most unexpected forms.

The Power of Patience

Patience, often overlooked in the fast-paced world of business and speaking, will become a vital skill during my recovery. It’s not just about waiting for my shoulder to heal; it’s about understanding and respecting the natural process of recovery. Patience is teaching me to slow down, to appreciate the smaller, quieter moments, and to listen more attentively to my own needs and those around me. (And to constantly express the appreciation I have for Tammy taking such good care of me!) This enforced slowdown is a reminder that sometimes, stepping back is just as important as moving forward.

Being stationary has opened a treasure trove of time for study and planning. It’s a chance to delve into the latest research, trends, and insights in the fields of organizational distinction and customer experience. This period is allowing me to absorb new information, think deeply about future projects, and strategize how to integrate these learnings into my future presentations and writings. The stillness of recovery is proving to be a surprisingly fertile ground for intellectual growth and creativity.

Reflection is another unexpected gift of this period. It’s an opportunity to look back on my career to evaluate what has been successful and what can be improved. It’s a time to ponder over the feedback from past audiences and clients and to consider how their insights can shape my future work. Reflection is also deeply personal. It’s a time for me to assess my own journey, to recognize my strengths, and to identify areas for personal and professional development.

Challenges as Opportunities

Perhaps the most significant lesson from this experience is to re-learn that challenges often present opportunities. This temporary pause is not just a break from work; it’s an opening to approach my career with renewed vigor and perspective. It’s a testament to the fact that often, the most profound growth occurs not during the times of constant motion, but in the moments of quiet stillness.

As I begin this path of recovery and discovery, I am reminded of the resilience and adaptability that define not just my career, but every achievement for us all. This experience reaffirms my belief that every challenge, no matter how daunting, holds within it the seeds of opportunity. It’s up to us to nurture these seeds and watch them flourish into something even more remarkable than we could have imagined.

While I eagerly await the day I can return to the stage and engage with my audiences in January, I am grateful for this unexpected journey of patience, study, reflection, and growth. The next six weeks are not just a break from my routine; they are a crucial chapter in my ongoing story of personal and professional evolution.

While I wouldn’t wish a forced time of recovery on anyone, I am left to wonder what could a bit of planned pauses to accomplish these important aspects do for your personal and professional life?

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Not Just “Thanksgiving” – it’s “Thanks-LIVING”

Not Just “Thanksgiving” – it’s “Thanks-LIVING”

In our fast-paced world, where challenges abound, and gratitude often takes a backseat, embracing the concept of “ThanksLiving” is more vital than ever.

My mentor, Grady Nutt, introduced me to this idea through his chapter “ThanksLiving” in a book of verse. The essence of ThanksLiving is not just about expressing gratitude on special occasions but living a life steeped in thankfulness every day. 

Grady’s description of ThanksLiving as “an attitude that finds treasure in the plowed field of routine” resonates deeply — especially in current times.

We’re living in an era marked by significant challenges: political divisions, global pandemics, economic uncertainties, and social unrest. Amidst this turbulence, it’s easy to overlook the beauty of our daily routines, the quiet moments that bring us peace and stability. Yet, it’s in these routine aspects of life where we spend most of our time and where the seeds of gratitude can grow most abundantly.

In the United States, as we approach the Thanksgiving holiday, it’s customary to pause and reflect on our blessings. This tradition is more important than ever in our politically divided landscape. However, as Grady often reminded me, true gratitude extends beyond a single day. He encouraged me to slow down and savor life’s journey, emphasizing that the small moments often give the larger ones their meaning. This wisdom holds true in all aspects of life, particularly in times of loss and grief.

gratitude nurtures our lives

The value of a single day or a fleeting moment becomes starkly clear when we lose someone dear to us. Warren Zevon, while battling cancer, poignantly advised David Letterman to “Enjoy every sandwich.” When my wife, Sheri, was dealing with the effects of terminal ovarian cancer, it was the quiet moments on our deck sipping coffee that brought more meaning to us than when we saw the Mona Lisa in the Louvre or strolled the beaches of Maui. This sentiment echoes in the lyrics of the hit song from my great friends, Diamond Rio, in “One More Day,” underscoring the importance of cherishing every moment.

These reflections remind us that every day, every experience, no matter how mundane, has inherent value and is worthy of our appreciation.

As we celebrate Thanksgiving this week, let’s do so with the spirit of ThanksLiving. Let’s make gratitude a daily practice, not just a yearly ritual. In challenging times, adopting a ThanksLiving mindset can be transformative. It encourages us to find joy and meaning in our everyday lives, to appreciate the small things that often go unnoticed, and to maintain a sense of hope and positivity despite the difficulties we may face.

Grady Nutt beautifully encapsulated this sentiment when he wrote that ThanksLiving is about holding “a cup to the water of life…and drinking the mystery of ‘being’ with zest.”

This approach is more than just a philosophy; it’s a way of life that can help us navigate the complexities of our modern world. By embracing ThanksLiving, we open ourselves to a deeper appreciation of life’s simple pleasures, the resilience to face its challenges, and the ability to find joy and meaning in every moment.

Let’s not limit our gratitude to this single day. Let’s strive to live in a state of constant thankfulness, embracing the everyday miracles that surround us. By doing so, we can transform not only our own lives but also positively impact those around us, fostering a more empathetic, understanding, and connected world.

ThanksLiving is not just a concept; it’s a journey towards a more appreciative and distinctive life, one that we can all embark on, today and every day.