News from Scott Deming's Extraordinary Success Programs!

Question: What is an Experience? The reason I ask this question is because most people do not truly understand how to define it. And quite honestly, if we can't define what an experience is, how are we going to create the Ultimate Customer Experience?

The way I see it, an experience is a feeling. There are many different types of experiences, from good to bad - from traumatic to transformational. Some experiences are so insignificant we can't even remember them, while others are so powerful they stay with us forever and become part of our belief system. Behavioral change, lasting relationships, evangelical customers, loyal employees, emotional brand building, improved profitability and sustainable success can only occur when the experience is powerful, memorable and truly one of a kind.

I'm guessing whatever it is you sell, you're not the only company on the planet selling it. If that is in fact the case then you are selling commodities. I don't mean to cheapen or minimize your products or services, but if there are others selling similar products and services, then you are selling commodities. Period. So then, how do you successfully compete if there are others selling the same stuff? If you sell on price you'll devalue your offering and you'll soon be thought of as a discounter. Discounters don't last very long. If you sell on features and benefits, product details, policies and procedures, you are transactional selling. When you sell stuff in a robotic, transactional manner, there is no emotional connection between you and your customer. When you sell this way, you commoditize you and your company along with your stuff. YOU add nothing to the equation. YOU are not special. YOU are not memorable. YOU and your company are nothing more than a choice, a commodity, just like the stuff you sell.

So, How Do You Create The Ultimate Customer Experience? Remember this - If you can't change what you sell, you MUST change how you sell it. The key is connecting with your customers on a personal and emotional level and making the experience personal, meaningful, memorable and one of a kind. If you focus on the relationship rather than the stuff you're selling, something quite magical happens. Your customers will talk about YOU and YOUR COMPANY and not about the stuff you sell! When that happens, you've begun to create your emotional brand. When that happens you've turned a typical customer into a loyal evangelist for life! And when people evangelize on your behalf, your brand grows and your success sustains.

Question: If someone stopped you and asked "Who are you, what do you do and what do you sell?" how would you answer? That will be the lesson in the next newsletter, so please look for it. Before you know it, you'll be on your way to owning a one-of-a-kind brand that people can't live without. Do you want to be irreplaceable in the minds of the people you serve?If so, don't pass up the next issue of the Ultimate Success Programs Newsletter!