Creating a Distinctive Guest Experience Requires Action

Editors Note: During our August focus on Guest Experiences, we are honored to have some of the best voices in the world of Customer Experience provide guest posts for the Vision Room. As you read the content below, simply think “Guest” in terms of the target the author is talking about – and you will benefit from the knowledge and expertise of some great minds.

Several times over the past several weeks, I’ve observed an interesting phenomenon.

At every presentation, I’ll be outlining the steps required to stand out in the marketplace of the group I’m speaking to — even with a slide at the end of each point saying, “What to do when you get home” with a list of actions every participant should take.

However, at the end of the presentation, I will now say to the group: “Before my last story, I want you to write down the first thing that you are going to DO when you get home to stand out from your competition.”

Invariably, some will instantly scribble a point, circle it, draw arrows pointing to it, and smile.  However, many in the group stare at the ceiling, rub their foreheads and write in fits and starts. (Even though I’ve already given them at least a dozen potential first steps during the presentation.)


Obviously, it’s possible that some just weren’t listening.  However, as I’ve observed them taking notes, that isn’t the correct answer for most of the ones involved.

Here’s my take — it’s a two-step problem.

  • First, it’s one thing to see a list of potential steps you can take.  It’s quite another to decide which one you are going to commit to taking.

Many years ago, I was asked to be a judge in our local beauty pageant to be the queen of our county fair.  (The winner would go on to compete for the title of Miss Indiana State Fair.)  There were several talented and attractive participants.  So much so, in fact, that I had a very difficult time selecting one to be my vote as the winner.

In other words, when presented with the choice of many terrific options, it becomes very difficult to decide which is best.  A natural response is to either delay making a choice — or, to become paralyzed by the process.

  • Second, there is something about writing out your decision that makes it more serious and binding.

Perhaps it is a throwback to our understanding about the importance of a contractual agreement — even if that agreement is only with yourself.  We seem to take it more seriously once we write it down.

Some were having trouble making the commitment to take action.  They were making all of the excuses in their minds — “I’m already too busy,” “What if I try it and it doesn’t work?” “I wonder if my boss is going to ask me about it?” and more.

Yet, without a commitment — what is ever accomplished?  You must first make a commitment to action before you can make significant progress!

This process has been a real learning experience for me — and, it can be for you, as well!

  1. Discipline yourself to make a decision.  What will you DO…starting NOW…to create distinction in your marketplace?
  2. Next — write it down and commit yourself to that action.
  3. Finally — GET STARTED!

You are on your way…….

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Scott McKain

Scott McKain

Scott McKain is an internationally known authority who helps organizations create distinction in every phase of business and teaches the “Ultimate Customer Experience.” His keynote presentations benefit from three decades of experience, combined with his innate talent for articulating successful ideas. McKain has spoken before and consulted for the world’s most influential corporations. Scott McKain creates captivating presentations and bestselling books which clearly reveal how to create more compelling connections between you and your customers and how to stand out and move up, regardless of the economic climate in your industry.

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comment_post_ID); ?> I like it Mac and do agree with your opinions on the matter. Thanks much
— winston
comment_post_ID); ?> In this era, we have the opportunity of professional church staff today who utilize their gifting to shape the image and atmosphere of the church organization. But the 100% real impact on the church visitors is genuine evidence of changed lives by the gospel and the active growing discipleship (just as it was in the first century church). One demonstration is financially rich believers ministering equally together with poor believers (how odd, and incredibly miraculous; all humble and bow at the foot of the cross.). It is the awesome contrast of church members vocations, race, gender, age, maturity, gifting, humility that demonstrates to visitors "there is a Spirit in the place". That first-time guest list of 10 are "physical excuses", not spiritual excuses. Those don't tell the story. The condition of facilities and publicly greeting people have zero to do with it. The power of God in and through believers lives dedicated to impact other people with their relationship bridge-building of acceptance of the lost around them. Empowered believers are infectious, loving, helpful, giving, self-less, dynamic, compelling, bold, Christ-filled. As I have been in many church settings domestically and internationally, the facilities can be poor, and yet the fellowship can still be rich. We need to operate with first church humility. People come to Christ on His terms, not on our human abilities of hospitality. A huge catastrophe in a community, disaster relief brings lots of people into churches – many come to the church in those terrible conditions no matter the physical condition of the local church. Off the condition of facility, and onto the condition of God's people (living stones).... and everything else will grow.... and the other physical issues will be corrected by the staff.
— Russ Wright
comment_post_ID); ?> "While I understand the intent behind this phrase" Expound please. What do you understand to be the intent behind that phrase?
— Ken

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