Volume 16 Number 5 - May 1, 2018


At a recent consulting convention I exchanged ideas with Chip Bell, an expert in innovative customer experience.

The questions that Chip asked focus on the consistency of experience. For example, if a company declares itself passionate, can that passion be felt when questioning Accounts Receivable about an invoice? When interviewing for a job?

If a business wants to stand out, consistency of experience throughout all interactions is important. And just as importantly, that experience should be something unique, something that makes people talk.

This uniqueness does not need to be expensive, and certainly isn't just more of what you've always done. A hotel chain putting two chocolates instead of one on the pillow at turndown misses the point.

The purpose is to ensure the customer feels special and remembers where that feeling originated. A handwritten note welcoming you? A small package of dog snacks if you've brought a dog with you? A miniature Lego set or book of stickers if children are involved?

Showing every business relationship that you care and that you notice them as unique will make your company memorable.

Your market will listen to how you are described but will share how they experience you. Would you tell others about the dealership that set the radio stations in your new vehicle to those from your trade-in?

What is the promise you or your company makes? How well do you keep it?

For the next five days, I encourage you to note each exception to that promise that you observe. Separately note each opportunity you had to deliver your promise with unique value.

I'm interested to learn what patterns you discover in those lost opportunities. We in operations can have a huge impact on communicating just how special every customer is to us.

Call me at 216-486-9570 to brainstorm how your team can contribute to every customer feeling special.

The Starting Pistol

Cliff Ransom
"Positive investors need to believe that the company [Daseke, Inc] can accomplish its two core principles of "investing in great people" and "building an organization of scale."

The Tape

Rebecca Morgan:
"Easy words. Difficult to execute. Are these two core competencies that your business needs?"

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