In today’s hyper-competitive business landscape, an organization’s success hinges on its ability to stand out from the crowd.
Therefore, as a leader, it is not enough for you to simply manage your team and ensure smooth operations. To truly excel, you must inspire and empower your team to create distinction in every aspect of their work.
This foundational perspective on leadership is crucial for driving organizational success and separating your company from the competition. I fervently believe—and this is supported by my experience and research—that creating distinction is the key to organizational success, profitability, and creating the kind of culture that inspires the retention of your best customers and employees.
At the core of this leadership approach is the belief that distinction is not just a top-level concern but rather a responsibility that should be embraced by every department and individual within the organization. Leaders must effectively communicate this vision and provide their teams with the tools, resources, and support they need to innovate and deliver exceptional results.
One of my favorite examples is the Fairmont Scottsdale Princess, a renowned resort that has successfully created distinction in a crowded market. Rather than focusing solely on creating a distinctive resort as a whole, the leadership team with CEO Jack Miller broke down the goal into meaningful elements, such as crafting a distinctive check-in experience and providing distinctive housekeeping services. By empowering each department to contribute to the overall goal of distinction and the Ultimate Customer Experience ®, the resort was able to create a truly memorable and differentiated experience for its guests that has made it the most profitable of all Fairmont properties.
As a leader, it is essential for you to foster a culture of continuous learning and improvement within your organization. Encourage your team members to seek out new ideas, best practices, and innovations that can help set your company apart. Provide opportunities for professional development, cross-functional collaboration, and creative problem-solving. By investing in your team’s growth and development, you not only enhance their individual capabilities but also strengthen the organization’s ability to create distinction.
Moreover, leaders must lead by example and demonstrate a commitment to distinction in their own work. This means consistently pushing boundaries, challenging the status quo, and seeking out new and better ways of doing things. By embodying the values of innovation, excellence, and differentiation, leaders can inspire their teams to follow suit and contribute to the organization’s success.
The pursuit of distinction should be a top priority for any leader looking to drive organizational success in today’s competitive landscape.
By inspiring and empowering your team to create distinction in every aspect of their work, you can set your organization apart from the competition and achieve long-term success.
Remember, distinction is not just a goal but a mindset that should be embraced by every member of your organization, from the front lines to the executive suite. You can lead your team to create distinction!
In today’s fast-paced and highly competitive business landscape, organizations constantly seek new ways to innovate and stay ahead of the curve. While it’s natural to focus on best practices within one’s own industry, I suggest exploring successful approaches from other fields can yield a wealth of knowledge and inspiration.
Organizations can unlock fresh perspectives, drive innovation, and achieve remarkable results by adopting and adapting cross-industry strategies.
One notable example is the Ritz-Carlton, a luxury hotel chain renowned for its exceptional customer experience. According to my friend Dr. Joseph Michelli in his book The New Gold Standard, Ritz-Carlton adopted practices from the healthcare industry. Specifically, they focused on the concept of “patient-centered care” and transformed it into a “guest-centered care” approach. This involves anticipating and fulfilling guests’ needs, personalizing their experiences, and going above and beyond to create memorable moments.
By borrowing the focus on empathy and individualized attention, the Ritz-Carlton set a new standard for the customer experience in the hospitality industry.
Another compelling case study comes from the financial services sector. Capital One, the major credit card issuer, looked to the retail industry for inspiration to create a more engaging and immersive customer experience.
They launched Capital One Cafes, which combines banking services with a cozy coffee shop atmosphere. Customers can relax, enjoy a cup of coffee, and receive financial advice in a friendly, low-pressure environment. They’ve even opened a series of airport lounges for busy travelers who are their best customers. Capital One has differentiated itself and built stronger relationships with its customers by taking cues from the welcoming ambiance and personalized service of cafes.
Your key to unlocking innovation and staying ahead could lie in looking beyond the confines of your industry.
My friends and colleagues at High Point University — under the direction of my long-time friend and University President, Dr. Nido Qubein — have adopted and adapted many concepts from institutions outside academia to create a compelling experience for students, parents, and other stakeholders.
As HPU’s Expert in Residence for Distinction and Innovation, I’ve closely observed how the way they import strategies and tactics of leading organizations in varied industries have attracted student population growth and established meaningful differentiation in the highly competitive collegiate environment. Their focus on teaching at a high level while simultaneously educating their students on life skills has been the foundation of their enormous success.
By studying and adapting best practices from other fields, organizations can gain fresh perspectives, challenge assumptions, and discover new ways to solve complex problems.
Let’s embrace the power of creativity and open our minds to the lessons other industries offer.
Your future of creating distinction may depend on it.
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.
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 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®.
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!
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!
Imagine a world where businesses not only understand their customers’ current needs but anticipate their future ones. This isn’t just a dream—it’s the key to distinction in a crowded market. Your challenge in creating distinction and standing out from the competition lies, in part, in your ability to not only think like your customer – but to also be equipped to think AHEAD of your customer.
Here’s an example of this that can work for any and every business, yet it’s from higher education and my friends at High Point University.
Have you defined specifically who your customers are? They have at High Point University – and obviously, two of those customer groups are students and parents. Just a few weeks ago, the fall semester ended, and students were traveling home for the holidays.
Thinking like the customer in this field means you prepare for their departure. Thinking ahead of the customer means you consider how you help students get home safely to their parents.
So, HPU created a “car check-up” program. Students could drive through and have mechanics check their tire pressure, oil level, and other major points to help ensure that no parent would receive a call from a distraught student broken down on the side of the road.
The President of the University, my friend Dr. Nido Qubein, even walked the line of cars waiting for inspection, asking the students about their holiday plans. Can you imagine other University Presidents doing this? It would not have happened where I went to college…but it’s part of High Point University’s total commitment to creating distinction and delivering an ultimate experience for all of its customer groups.
You start by thinking like your customer – not thinking as a business leader, entrepreneur, or manager in your specific field. The greater challenge is to have such a deep customer mindset that you can identify problems or obstacles your customers may be experiencing before they do – or ones that aren’t specifically related to your product or service.
A properly functioning automobile is not integral to academic achievement. However, Dr. Qubein and HPU know that caring about the student is a meaningful component of the total college experience and provides a critical point where their university can differentiate itself from other institutions.
But wait, as they say, there’s more.
A major winter storm is hitting many parts of the country – so what did HPU do for returning students? They added more of their complimentary shuttles to airports to accommodate families who want to get their student back to campus ahead of the storms. (By the way – how many universities offer complimentary shuttles from multiple airports back to campus for students?)
And they opened the dorms early so students could beat the weather. They even opened the café up early to accommodate students arriving and dining before the originally planned return. And here’s the kicker, they did all of this at no cost to the students.
Imagine parents talking with friends who have their kids at another college, talking about the steps HPU takes to ensure safety and deliver an ultimate experience. The point here is that distinction is a primary marketing tool. It creates referrals that are impossible to beat.
Studies cited in the Journal of Service Research underscores the power of thinking ahead of the customer. Companies that anticipate and address future needs not only achieve higher customer satisfaction but they also enjoy a distinct competitive advantage. This forward-thinking approach leads to increased customer loyalty and a stronger reputation through positive word-of-mouth – crucial assets in today’s market no matter your industry.
It’s a great privilege for me to be HPU’s “In Residence Expert on Distinction and Relevance” – but I must tell you that I feel that I’m constantly learning more from them than I have to share with the students, faculty, and staff.
Your business likely doesn’t involve opening dorms or testing the cars of young drivers – but your strategy should be the same. You do better when you think like your customer…something few businesses or leaders do. However, you become distinctive when you think ahead of your customer…and High Point University is a perfect case study of how this is done to perfection.
It’s time to shift from merely meeting customer needs to proactively anticipating them. The question is: how will your business rise to this challenge?
