If your goal is to provide an Ultimate Customer Experience®, here are five ideas that could help you achieve your target. However, there are always reasons NOT to take action – so I’m going to go a bit backward and present “Cons and Pros.” First, you’ll see a reason why you should not take the recommended step, followed by an incentive to overcome the potential objection.
Implement a personalized experience: Customers want to feel special and recognized, and using their data to personalize their experience can go a long way. This includes personalized recommendations, customized offers, and tailored communication.
Cons: Personalization requires access to customer data, which can raise privacy concerns if not handled properly.
Pros: Customers feel valued and appreciated, leading to increased loyalty, spending with your organization, and enhanced engagement.
Offer a seamless omnichannel experience: Customers expect to be able to interact with your company through various channels, from social media to email to phone. Ensuring a seamless experience across all channels can improve customer satisfaction.
Cons: Maintaining consistent messaging and branding across channels can be challenging and requires investment and commitment.
Pros: Customers will be able to interact with your brand in a way that is most convenient for them, leading to increased engagement and satisfaction. How can it be an Ultimate Customer Experience if it’s difficult for customers to connect with you in the manner they desire?
Continuously gather feedback and improve: Customers want to know that their voice is heard and that the brand is listening to their feedback. Continuously gathering feedback and using it to improve the customer experience can lead to a better overall experience.
Cons: Gathering and analyzing feedback can be time-consuming and resource intensive.
Pros: Customers feel heard and valued, leading to repeat and referral business – the lifeblood of profitability.
Create a community: Customers want to feel like they are part of something bigger than just a transaction. Creating a community around your brand through social media, events, and other initiatives can foster a sense of belonging and connection.
Cons: Creating and maintaining a community can take a lot of effort and monitoring. You need to have team members ready to respond when your customers provide input.
Pros: Customers feel a sense of loyalty to the brand and are more likely to advocate for it. If “word-of-mouth marketing” is truly impactful, this is a dynamic way to stimulate more of it.
Deliver the Ultimate Customer Experience®: Customers now expect quick and effective solutions to their problems. Providing support, offering multiple channels for customer service, and empowering employees to make decisions can all contribute to a positive customer service experience. It’s your primary opportunity to improve retention and referrals – and create the kind of organizational culture that inspires productivity from your team.
Cons: Providing this level of high-quality customer experience can require additional training and investment.
Pros: Customers feel heard and valued, leading to increased loyalty and repeat business…and profit!
You can always find a reason not to do what needs to be done to deliver an Ultimate Customer Experience.® However, for every action, there is an ROI. As I’ve written before, ROI can mean what we customarily assume – Return on Investment – or it can have another impactful meaning: Return on Inaction.
What if your competition decides an investment in the Ultimate Customer Experience® is worthwhile – and you do nothing? What if your customers become attracted to your competition because they are serving them at a higher level where they feel known, heard, and valued?
The “pros” of the Ultimate Customer Experience outweigh the “cons” – and by a significant margin. Now the question becomes, what action will you take?
My new book is about eight weeks from release – and it’s titled (as you might expect) “The Ultimate Customer Experience: 5 Steps Everyone Must Know to Excite Your Customers, Engage Your Colleagues, and Enjoy Your Work.”
This book is NOT about theories, complex strategies, or customer journey maps. It’s about the five steps that every organization must ensure that each team member knows in order to create the kind of customer experience that ensures repeat and referral business.
It’s available for price-protected pre-order from Amazon and other retailers now:
When it comes to serving customers, employee accountability is crucial. As my pal, Larry, says, if you don’t hold your team accountable, you’ve just endorsed inferior conduct. And, let’s face it, that type of performance will never deliver an Ultimate Customer Experience.®
Customers rely on companies to provide them with quality products and services. However, they also have a right to expect employees to act with professionalism, integrity, and responsibility. This is why companies must ensure that their team members are held accountable for their actions, as it will have a significant impact on the customer experience, loyalty, and trust.
Here are five components of making sure that you hold your team accountable for delivering an Ultimate Customer Experience.®
First of the most important aspects of employee accountability is ensuring that employees understand their roles and responsibilities. This includes providing them with clear expectations and guidelines on how to interact with customers, how to handle complaints or issues, and how to represent the company. When employees understand their roles and responsibilities, they are more likely to act in a way that is consistent with the company’s values and objectives.
Another key component of employee accountability is training. Companies must invest in training their employees on customer service best practices, how to handle difficult customers, and how to resolve conflicts. When employees are properly trained, they are better equipped to handle challenging situations, and they are more likely to provide customers with a positive experience.
(Naturally, we would love to assist you and craft a custom solution to deliver the education that your team needs to consistently deliver an Ultimate Customer Experience.® Just contact us and we’ll get to work to design exactly what you need!)
I’ve written before about the training for my first job, which was, “You sit here for three days and watch Ray.” Then, I progressed to advanced training: “Ray will sit here for two days and watch you.” This, of course, meant that my productivity would be determined less by my potential, and more by Ray’s abilities. That’s not good enough in today’s hyper-competitive world!
In addition to training, companies must also provide their employees with the tools and resources they need to succeed. This includes access to customer data, feedback mechanisms, and support from management. By providing employees with the necessary resources, they are better equipped to handle customer inquiries and complaints, and they are more likely to resolve issues in a timely and effective manner.
Employee accountability is also critical when it comes to ensuring that customer information is protected. Companies must ensure that their employees understand the importance of data privacy and security, and that they are held accountable for any breaches or violations. This is particularly important for our clients in industries where sensitive customer information is collected, such as healthcare and financial services.
Finally, employee accountability is essential for maintaining customer trust and loyalty. When customers know that a company takes accountability seriously, they are more likely to trust that the company will act in their best interests. This can lead to increased customer loyalty and repeat business, as well as positive word-of-mouth referrals.
Team member accountability is crucial when it comes to serving customers. Companies must ensure that their teams:
Understand their roles and responsibilities
Are properly trained
Have access to the necessary resources
Protect customer information
Are held accountable for their actions
By doing so, companies can foster a culture of accountability, protect customer information, and maintain customer trust and loyalty. Ultimately, this can lead to increased customer satisfaction, improved business performance, and long-term success.
When you hold your team accountable for their actions, it helps to foster a culture of accountability within the organization. This means that employees are more likely to take ownership of their work and act in a responsible manner.
When employees feel accountable for their actions, they are more likely to take pride in their work and strive to provide the Ultimate Customer Experience!®
If you want to get better at what you do, there are few limits to how far you can go. With the right mindset, you can become more successful than ever before.
(That’s why Jason Bradshaw and I are conducting the “Stand Out / Earn More” program this week. You’ll discover how to register for FREE at the end of this post!)
As with any skill, learning new things and improving takes time and effort. Here are some tips for lifelong learning that will help elevate your career and your business:
Learning is how we grow as professionals
Learning is a lifelong process, and it’s not just about getting a degree. Learning is about keeping up with trends and new technology. It’s about staying ahead of the curve to keep providing your best work for customers and continue to be an asset to your company or organization.
If you want to stay current, there are many ways to learn while working:
Attend conferences and conventions related to your field (if possible).
Plan out time each week for learning new skills – whether through books, online courses, or other resources — even if it means reading just five pages daily!
You can keep getting better with discipline and action
It’s possible to keep getting better at your craft with discipline and action. That’s because self-discipline is a crucial ingredient for success. You might not know precisely what it takes or how much time it will take for you to do something well—but if you’re disciplined enough, this will show itself over time when nothing else matters but doing what needs doing right now! Whether you want to be an expert in programming, marketing, or sales, the only way you’ll get there is by setting goals and following through on them.
Track your progress
Track your progress and celebrate your achievements as you go. This will help you stay motivated, focused, and on track.
One way to stay motivated and on track is to set a time-based goal. For example, if you want to run a marathon in under 3 hours, set a date and commit to training. Once you’ve completed this goal, select another one that will help keep you motivated.
Having multiple skills is an essential part of being a professional
To be a distinctive professional, you need to have multiple skills. There are many ways that you can learn new skills: taking classes online, attending virtual summits, reading books about it, observing someone who already has those skills (i.e., watching your boss), and so forth.
Learning builds confidence so your efforts are taken seriously
Confidence is a key part of being a distinctive professional. As your experience grows, so does your credibility and, thus, your confidence. Learning new skills helps build this credibility and also helps to keep you interested in what you do.
Learning new skills helps us gain both confidence in ourselves and attractiveness as an employee or entrepreneur because our customers know we are always looking for ways to improve ourselves professionally.
Lifelong learning is key for the true professional
Lifelong learning is critical for the true professional. Lifelong learning is a skill that can be developed, taught, learned, and improved. It’s not just about what you know today; it’s about how you’ll be able to apply that knowledge in years to come.
The world is changing. To survive in this dynamic environment, it’s essential to be flexible and adaptable. Lifelong learning allows you to do just that—it keeps you informed about the latest trends and developments so that you can stay current with the ever-changing landscape.
In the end, lifelong learning is essential for anyone who wants to keep getting better.
Professionalism isn’t just about keeping up with the latest trends or being busy all the time; it’s also about taking time to reflect on your skills so that you can use them well in the future. Learning new things is important because it gives us confidence in ourselves and our work, moving people to take us more seriously.
Why wait? Go forth and learn!
This is my personal invitation to you to attend our “Stand Out / Earn More” event this Thursday, Friday, and Saturday – and I hope to see you there! You can attend for FREE!
At a recent conference, an executive told me that she used to be a general manager of a Walmart store. She related that the training she received was from former members of the inner circle of founder Sam Walton. She then had a dreamy look and said, “Those were great days! Oh, the way things used to be…”
Tradition is essential to many businesses and organizations. It can be a source of strength, providing a sense of stability in an ever-changing world.
However, tradition can also be a source of stagnation, causing businesses to cling to old ways of doing things even when they’re no longer effective.
Steve Jobs famously told Tim Cook that Apple should never adopt the mantra of “What would Steve do?” He felt Disney had suffered and stagnated by always asking, “What would Walt do?” during times and situations that their founder had never encountered.
Innovation is essential for any business or organization that wants to stay relevant and competitive. But it’s not always easy to strike the right balance between tradition and innovation. Too much innovation can cause chaos and confusion, while too little can leave you stuck in the past.
It seems to me that the key is to find a way to respect and value tradition — while also embracing innovation. After all, the best way to serve your customers is to constantly look for new ways to exceed their expectations.
Here are four ways we demonstrate a respect for tradition:
1. We keep things fresh by constantly looking for new ways to do things, but we also recognize that some things are best left unchanged. It’s the oldest example around, but did we really need “New Coke”? I think not. However, recent innovations — like an energy drink that combines Coke and coffee — keep an established brand fresh. This approach can work for a small business just as effectively.
2. We strive to provide the best possible customer service, but we also know that sometimes the old-fashioned way is still the best way. In today’s world, it seems we want to throw out anything perceived as “old.” Yet, just because it has been around for a while doesn’t necessarily mean it is out of date. As a bourbon lover, I’d be the first to tell you that there’s a reason the “Old Fashioned” has not gone out of style. Don’t change something just to make a change.
3. We embrace change when necessary, but we also hold on to some things just because they’re a part of who we are. In other words, core values have always been critical — and you don’t need to change those. You can improve and tweak approaches, but “throwing the baby out with the bathwater” is seldom a profound strategy.
4. We value the experience and expertise of our elders, but we also recognize that they may not always be aware of the latest advances. It’s sad but true. You haven’t earned the right to comment or advise on an issue or situation you aren’t aware of. That means that if an experienced executive or entrepreneur believes she can make decisions about technology which she doesn’t know much about, she is deluding herself. No one knows everything. This is why I don’t listen to a Hollywood star’s political opinion. Playing an exemplary Hamlet doesn’t ensure that you know what you’re talking about regarding climate change. Respect people in the areas where they have earned respect.
As we strive to provide the best possible customer experience, we must also realize that sometimes (perhaps often), “the way it used to be” really is the best way.
When I asked the woman at the event why the previous training was so superior to current efforts, she replied, “Because all of those involved with Sam Walton had a laser-focused approach on the customer. Today it has become too much about inventory management and getting required reports done and submitted to Bentonville.”
Let’s face it — she is right!
Sometimes the way it used to be — is the right way…when executed congruently with today’s marketplace demands.
At a recent event held at a Four Seasons hotel, an audience member for my keynote presentation came up following my program. “Hi,” he said, “I’m Jerry – and, boy, do I have a story for you!”
“Yesterday, my wife and I were dining at the breakfast buffet here at the Four Seasons,” Jerry told me. “As we proceeded down the line, I just happened to mention to my wife that I wished they had blueberries available. Don’t get me wrong — they had a beautiful array of fruit. It’s just that there weren’t any blueberries, which are my favorite!”
“Imagine my surprise,” Jerry continued, “when mere moments later, a Four Seasons team member came to our table with a bowl of the most beautiful blueberries you could imagine! A young lady happened to overhear my conversation with my wife. She told me, ‘We don’t want you to be disappointed with ANY part of your experience at Four Seasons!'”
As Jerry and I continued the conversation, he was supremely impressed with two aspects of this encounter:
She listened to the customer.
She took action to ensure the customer received exactly what he wanted.
Let’s examine both steps:
First, listening to the customer. This Four Seasons team member was tuned in to what Jerry wanted and needed. She didn’t just hear the words. She listened to the emotion behind them. Because she listened, she knew that blueberries were important to him and acted on it.
Listening is critical because it communicates to the customer that they are essential and that their wants and needs are a priority. How many times have you been in a customer service situation where you feel like you’re not being heard? We, as customers, feel like our voices are falling on deaf ears all too often. Too often, we as customer service professionals, stop at listening. We need to go the extra mile and take action to ensure that our customers receive what they want.
When we take the time to listen to our customers, it shows that we care about them and their experience.
Second, taking action to ensure the customer received exactly what he wanted. This Four Seasons team member not only listened but also took action to ensure Jerry’s happiness. She knew that blueberries were important to him, so she brought him a bowl of them.
Consider what the alternatives were for the employee —
She could have been daydreaming or thinking about something else about her job and not tuned in to the customer.
She could have thought, “We have LOTS of great fruit…and it’s not enough for this guy?”
She could have told her manager, “By the way, a customer noted there weren’t blueberries. Maybe we should put some out tomorrow.”
Instead, she took ownership of the customer’s modest identification of a missing element.
Educating your team to own the problem and create the solution is critical.
Taking ownership of customer issues and being proactive in solving them is another hallmark of delivering a difference. Often, the small things that we do for our customers make the most significant impact.
Jerry’s story is an excellent reminder of how important it is to listen to our customers and take action on their behalf. When we do this, we deliver an Ultimate Customer Experience. What Jerry experienced was a great example of a UCE. His Four Seasons team member went the extra mile to ensure that he received exactly what he wanted.
Here’s an additional aspect — most of us know that this isn’t a unique experience for Four Seasons customers — it’s part of their DNA.
As my pal, Joe Calloway often discusses, most companies share an experience wildly out of the norm. They want you to know about the employee who walked a mile through the snow to be certain that a customer got their pack of chewing gum.
The problem is that the same store doesn’t do the basic blocking and tackling, which ensures that the little things are done right for every customer, every time.
Remember, customers do not want us to make it right. They want us to GET it right!
Because of the actions of this employee, Jerry left feeling appreciated and delighted with his experience at the Four Seasons. In fact, he was so impressed, he felt compelled to share his story with me — and now, I’m sharing it with you!
This is vitally important! When customers share your success stories, they become your advocates in a crowded marketplace. (And what business doesn’t want more advocates?)
When your team (and you) can deliver this level of customer experience, you’re well on your way to becoming ICONIC!
Want a tip? Go pick up your pizza at Domino’s! They will give you a $3 tip if you go get your pizza rather than have them deliver it to you.
Thanks to my friend, Dwayne Long, I learned of this new approach from Domino’s. Dwayne sent me a link to the new Domino’s TV commercial, which says, “When you order carryout online from Domino’s, you’re no longer just a customer. You’re a delivery driver.”
Really, you don’t actually get a $3 tip. Instead, you get a coupon for $3 off your next Domino’s order.
(Which is kind of cheating, if you ask me. Imagine giving my Domino’s delivery driver a coupon for $3 off some future purchase somewhere instead of cash? I doubt the driver would appreciate my tipping methodology!)
According to the Wall St. Journal, “Domino’s latest offer comes as the pizza chain, along with many other businesses across the U.S., continue to struggle with staffing levels. A spokeswoman for Domino’s said the company needs more delivery drivers at its U.S. stores.”
It’s something everyone in business today understands. Staffing is an issue for almost every industry.
However, there’s a significant problem with this decision by Domino’s – and it is a point that is essential for every business today!
Domino’s brand is about DELIVERY…not pizza! Few believe Domino’s has the world’s best pizza — despite their recent efforts to improve the quality of their product. Their competitors — Pizza Hut and Papa John’s, for example — have built businesses on having great pizza. Domino’s established their empire on getting their pizza to you hotter and quicker than anyone else.
Domino’s has spent years creating their business around delivery, not carryout.
Here’s the central problem: Promoting and incentivizing customers to bypass delivery seems to encourage customers to negate the primary aspect of their brand.
The Domino’s Delivery experience is the company’s primary asset. Let’s face it, Domino’s practically owns the “delivery” category in pizza. Domino’s should not compromise its brand for the sake of momentary convenience. They will suffer more in the long term by neglecting their brand.
By promoting carryout over delivery, they degrade their most valuable asset. They minimize the very aspect that makes them distinctive in the marketplace.
Contrast this effort with that of my friends at Pizza Hut. They’ve moved all their chips in on their product. Notice their tagline now: “No one outpizza’s the Hut.”
Here’s the critical factor: Pizza Hut has doubled down on the aspect they believe is their brand.
Yes, there is a critical shortage of quality team members in almost every industry right now. However, the intelligent business will never sacrifice its distinction for a short-term fix. Businesses need to follow the Pizza Hut example: invest more in your point of distinction, never minimize it.
Being distinctive is always superior. Domino’s should never compromise its brand for the sake of appearing “convenient.” You shouldn’t either!
