The Ultimate Customer Experience® is the cornerstone of any distinctive business. In today’s highly competitive market, delivering this extraordinary level of customer experience has become a necessity rather than a luxury.
While most businesses focus on traditional customer service techniques, here are a few unique approaches that could help differentiate your business and move you toward delivering the Ultimate Customer Experience®. Let’s explore just six of these approaches.
1 – Personalized Experiences:
My pal, Joe Calloway, always has said his favorite restaurant is, “The one where they know my name.” He makes a great point — the key to delivering the ultimate customer experience is personalization.
Customers want to feel valued and appreciated, and personalization is an excellent way to achieve that. I’ve often mentioned that Benjamin Franklin indicated the sweetest sound in any language is a person’s name.
Personalization can be achieved in a number of ways. For example, a clothing store could send personalized messages to customers that highlight recommended styles based on past purchases or indicated preferences.
A restaurant could personalize the dining experience by learning about the customer’s favorite dishes and seating preferences. For example, Tammy and I both are fans of big, bold Cabernets. At a favorite local pub, they start pouring two glasses as soon as they see our car pull in the parking lot. (Making it nearly impossible to just drive by and grab a bite elsewhere!)
2 – User-Friendly Technology:
Technology has revolutionized the way businesses operate, and it has also transformed customer expectations. Customers expect businesses to provide user-friendly technology that enhances their experience.
For example, a mobile app that allows customers to easily book appointments or order food. (Think Uber Eats, but just for a specific restaurant with specials tailored to cuisine you’ve previously ordered — or a form of Open Table for a doctor’s office.) By leveraging technology, businesses can make the customer experience more convenient, efficient, and enjoyable.
3 – In-Store Experience:
In-store experiences are just as important as online experiences, if not more so. Customers expect a welcoming and engaging environment that reflects the brand’s values.
For example, a luxury car dealership could provide customers with a lounge area that features a coffee bar, comfortable seating, and high-speed internet. In fact, our local Lexus dealership has an area where I seem to get work done just as efficiently as when I’m in the office. It makes getting my car serviced just a stop along the way — instead of something that pulls me out of work for part of my day.
The dealership could also offer test drives that allow customers to experience the car’s features and performance first-hand. (For more on this, check out some of the insights from my friend, Randy Pennington, and the amazing experiences he has had from his local Lexus dealership in Dallas.)
4 – Social Media Engagement:
Social media platforms are great for businesses to connect with customers and build brand loyalty. By creating engaging content and responding to customer inquiries, businesses can foster a strong connection with their customers.
For example, a restaurant could encourage customers to share photos of their menu items, post daily specials, and engage with customers by responding to comments and questions. I constantly post pictures of the events where I’m speaking — not only to engage with those who will be in the audience through my use of event hashtags, but also to build mindshare with potential clients that are hosting events.
5 – Surprise and Delight:
Surprising and delighting customers is a great way to create a lasting impression. For example, a hotel could provide guests with a welcome package that includes complimentary snacks and beverages. One of my favorites — the Fairmont Scottsdale Princess — even greets guests with friendly (and well-behaved) golden retrievers to make their customers feel more at home.
A beauty salon could offer a complimentary mini-treatment to customers who refer their friends. Small gestures can go a long way in creating a memorable experience that customers will remember and share with others.
6 – Team Member Training:
Well-trained team members are essential to delivering the ultimate customer experience. By providing employees with training in communication, problem-solving — and perhaps with our unique programs on the Ultimate Customer Experience ® — businesses can ensure that customers receive exceptional service.
In addition, businesses could also empower employees to make decisions that benefit customers. For example, a retail store could provide employees with the authority to offer a discount or complimentary product to a customer who has experienced a problem.
Delivering the Ultimate Customer Experience® is not an easy task, but it is essential for business success. By implementing unique approaches like the ones discussed here, businesses can create a distinctive experience that sets them apart from their competitors.
Personalization, user-friendly technology, in-store experiences, social media engagement, surprise and delight, and team member training are all effective strategies to craft and deliver an Ultimate Customer Experience®.
If you’d like to learn more about the impact a UCX will have on your business, click to learn more and contact our office for personalized information.
We own the federally registered trademark on the term “Ultimate Customer Experience®” — and are, therefore, the ONLY company that can legally present training, coaching, speeches, and consulting on this vital topic.
In today’s market, customers have more choices than ever before, and they’re not afraid to switch brands if they’re not happy. As every business strives to stand out from the competition, an increasing number are now turning to the customer experience as their critical differentiator.
That’s why businesses that focus on delivering an “Ultimate Customer Experience®” are gaining a competitive edge.
By definition, an Ultimate Customer Experience is one so positive and memorable that it assures customer loyalty and ongoing referrals.
It’s no secret that providing an exceptional customer experience can be a challenge — but the rewards are well worth the effort.
Businesses that deliver an Ultimate Customer Experience enjoy:
increased customer loyalty
higher customer lifetime value
and more robust word-of-mouth marketing.
Here are three steps to initiate the Ultimate Customer Experience® (UCX):
Define what an exceptional customer experience looks like for your business. This means going beyond simply evaluating, then meeting customer expectations. First, you need to commit to significant research to understand what your customers expect you to deliver thoroughly. Then, develop the internal systems required to exceed those expectations at every opportunity.
Educate and train all employees on the importance of delivering an exceptional customer experience. Everyone from the front-line staff to the CEO needs to buy into the idea that the customer experience is a crucial differentiator for your business. Your team must learn the specific aspects of what determines a UCX for your particular business – and they must be educated on the attitudinal and behavioral elements required to create high levels of customer engagement.
Constantly measure and improve the customer experience you’re delivering. Use customer feedback to continuously improve the way you do business. Your customers are likely to provide their feedback via social media and other forms of communication. Commit to leveraging technology to drill deeply into where the errors are in your processes so that you can stop manufacturing customer dissatisfaction.
By following these steps, you can start to differentiate your business by delivering an Ultimate Customer Experience®. When you accomplish this, you will stand out…and earn more!
If you’d like to learn more about the impact a UCX will have on your business, contact me! (I’m available on every social media platform – and email: Iconic@ScottMcKain.com)
We own the federally registered trademark on the term “Ultimate Customer Experience®” — and are, therefore, the ONLY company that can legally present training, coaching, speeches, and consulting on this vital topic.
The bottom line is this: if you want your business to thrive in today’s competitive market, you need to focus on delivering an Ultimate Customer Experience.® It’s the distinction difference that will make you stand out from the crowd.
It can be tempting to oversell our products and services in today’s competitive world. But this approach can backfire, making customers and prospects want to avoid you altogether.
This aspect has always struck me as slightly ironic, as no person wants to be around a pushy salesperson — even pushy salespeople when THEY are the customer! Yet we can easily fall into the trap of overdoing it when it comes to our own products.
Here are a few key things to keep in mind if you want to avoid over-selling:
Remember that your customers are people too, and nobody likes to be “sold.” Instead of thinking about how you can make a sale, focus on building a relationship. Focus on building relationships with potential customers rather than solely on making a sale.
In my book, ICONIC, we discuss how top producers in every industry are the ones who focus on creating Ultimate Customer Experiences ® — not those who push prospects to the point of surrender or escape. By getting to know customers personally, we can pave the road that will ultimately lead to more sales.
Next, don’t be afraid of competition. In many cases, customers will appreciate having multiple options from which to choose.
Your job is to become the most distinctive option so that you do all that is possible to ensure selection. This means you constantly ask: what is unique and remarkable about doing business with you — as opposed to your competition?
Finally, focus on engagement rather than hard selling. If you can get customers involved with your product or service in a meaningful way, they’ll be more likely to buy from you down the road.
As mentioned earlier, customer engagement is a key to avoid the appearance of over-selling.
Here are four steps to help you improve:
Make it easy for customers to give you feedback. You can make it easier for them to let you know when you provide them with a way to do business that is simple and convenient. Having this in place will also alert you when there is friction in your process that needs to be eliminated.
Use social media to start a conversation. For example, use short videos that explain the value of your product or service (from the customer’s perspective) and post them on TikTok, YouTube, Facebook, and Twitter. If you’re not using social media to its maximum benefit for connecting with customers, you’re missing out on a huge opportunity.
Get personal. Customers like doing business with people they know and trust — get to know your customers on a personal level. Examine your CRM and other tools to see if you’re recording easily accessible information that helps you remember — and use — your customers’ personal preferences.
Make it fun. As mentioned, nobody wants to be sold to — but everyone likes to have fun. If you can find ways to make your product or service more enjoyable, customers will be more likely to engage with you — and therefore, buy from you. The goal is NOT to be frivolous — but it IS to enhance the enjoyment factor of doing business with you. No one likes friction when dealing with any organization.
The key is to strike the right balance between promoting your wares and engaging with potential customers. If you come across as too pushy, people will tune you out. But if you’re too subtle, they may not even realize that you have something to offer.
Finding the sweet spot can be tricky, but it’s worth taking the time to get it right. By following these tips, you can avoid over-selling and instead focus on building relationships, engaging with customers, and becoming the most distinctive option in your industry.
(We would love to assist you in finding that “sweet spot” in customer engagement! Contact me here for more information on how keynote presentations, consulting, coaching, and virtual training can move you and your organization to distinction.)
Purpose can be a powerful motivator for individuals and teams. When people feel that their work is meaningful and they are contributing to something larger than themselves, they are more likely to be engaged and enthusiastic about their work.
Purpose can also help to create a strong team culture. When everyone is aligned around a shared goal or vision, it can help to build trust and cooperation. When team members feel like they are part of something larger than themselves, they are more likely to be committed to the team and its success.
Recently, I had the privilege of keynoting a conference for SkinCure Oncology. While neither they as company, nor their process of treating skin cancer called GentleCure, is widely known at this point, I was profoundly moved by how the purpose of the organization inspired and motivated their team.
The meeting began with a video showing patients who had received MOS surgery to deal with their cancer. Frankly, the video was graphic and upsetting. It displayed the facial scars and damage to the patient’s appearance that was the result of this common procedure.
GentleCure from SkinCure Oncology treats the cancer differently — and with a success rate over 99%. The patient’s appearance is preserved and the procedure earns a customer satisfaction score of over 99%!
The mission of SkinCure Oncology is to provide patients with a choice beyond the traditional approach of MOS. Unfortunately, most dermatologists aren’t yet offering this approach as an option to their patients — and SkinCure is on a mission to change that!
What’s your mission? I don’t mean something as simplistic as your “why” — which can easily vary from one team member to another. Your mission is your organization’s overriding purpose for your very existence. It doesn’t have to be grandiose (although it might be), but it does have to be something more than “closing transactions” or “making money.”
Three ways to discover your purpose:
customers — what need are you solving for them?
employees — what motivates them to do their best work?
shareholders/stakeholders — what is your ultimate contribution to the world?
Answering these questions can help you discover your purpose as an organization — and that purpose can be a powerful motivating force for your team! Your ultimate contribution can be changing the face of skin care for cancer patients. Or it might be something as simple as creating delight and memories for families at a dining experience. Whatever your mission, if you want to inspire your team, start by sharing your purpose with them.
Help them understand why what you’re doing matters, and how their work fits into the bigger picture. It’s a simple but powerful way to build engagement and commitment.
And when you have engaged and committed teams, you create loyal and enthusiastic customers! That’s a recipe for success and distinction for any organization.
(Sometimes we all need a bit of assistance in finding our purpose. It’s the old saying that we can’t see the forest for the trees — an outside perspective can help! If that the case with you, we would love to assist. Contact me here on LinkedIn to learn more about how training, coaching, consulting, and keynote presentations from our organization can be a catalyst for your organization to create distinction and deliver an Ultimate Customer Experience!®)
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!
