Three Things That Make Your Guests Feel Welcome

Editor’s 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 “customer” the author is talking about – and you will benefit from the knowledge and expertise of these great minds.


 

How can we reward our customers for doing business with us — which will increase the likelihood that they will come back and do more business in the future?

You redirect their attention to an enhanced experience.

Think like a Hollywood director and re-shoot, re-cast, or re-edit your brand.  These three steps could involve everything from your image, packaging, employees, and even your customers.

Here’s how:

Re-shoot 

Maybe there’s nothing wrong with your product; perhaps all you need to do is revamp your image to attract a new audience. And sometimes, all that calls for is a reshoot of your products.

Motorola figured that out when they realized they should go beyond marketing themselves as nothing more than an electronic device but as a symbol for fashion and lifestyle. Now, to compete with the iPhone, Motorola is trying to convince you they aren’t just selling you a smartphone — instead, they are delivering an accessory that helps complete your overall look with everything from phone design to an add-on projector, and more.

Re-cast

Find approaches to “re-cast” your employees or customers in a manner that creates an enhanced customer experience. Look at your target customer and see how your business needs to change based on how your customer has changed.

We’ve seen Vegas do this by recasting themselves from the gambler who hits the buffet…to the “hip” person who hits the Strip, parties, shops, and makes memories that require making pacts that, “what happens in Vegas, stays in Vegas.”

Re-edit

How can you re-edit and enhance the experiences that your customers have to deliver them more “hands-on” time with your products and services?

Interactivity is one. (Yes, your customers can get “hands-on” time both virtually and physically.) Optimizing your distribution channels is another.

We all know someone who hates being the passenger. When they’re riding in the car with us, we can sense their foot pumping an imaginary brake. These people are used to being in control.

I believe many customers are experiencing a similar anxiety today. They, too, want to have their “hands on the wheel. Providing the customer with more authority and autonomy could be an important step to enhance the experience that our customer receives in this time of “show business.”

Great examples of interactivity today can be found in the video game industry, Pay-per-view movies and on-demand sporting events, Netflix, Hulu, and Amazon, and just about every television newscast that offers their viewers the opportunity to dial their “televote” line or connect via social media to register their opinion. The reason these work so brilliantly is that the interactive participant becomes an involved customer. And isn’t this a concept that we can acknowledge all started with show business?

This approach of prioritizing interactivity can also work on your own “show business.”

  • The interactive customer becomes so emotionally involved and connected to the experience you provide that they become more than customers…they are loyal advocates of your brand who start promoting for you! 

I know that we’ve been focusing on change a lot lately here at Distinction Nation. But one thing that has remained constant despite all the innovations and evolving business landscape: “word of mouth advertising” remains the most powerful form of marketing.

When you re-shoot, re-cast, or re-edit your product or service, you enhance the likelihood that your customers will be delivering great “word of mouth” for YOU!

> Read more from Scott.


 

Want to know more about Guest Experiences at your church? Let’s talk! Connect with an Auxano Navigator here.

Download PDF

Tags: , , , ,

| What is MyVisionRoom? > | Back to Execution >

ABOUT THE AUTHOR

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.

See more articles by >

COMMENTS

What say you? Leave a comment!

Recent Comments
comment_post_ID); ?> I loved this presentation. It helped greatly as I organized an Outreach Ministry of The Shepherds Care. Thank you. Esther Callaham Mahgoube Emmanuel Pentecostal Church New Jersey
 
— Esther Mahgoube
 
comment_post_ID); ?> It is a good idea to to know how christians should be good leaders. Thanks
 
— Okello.moses
 
comment_post_ID); ?> I ask: “How long have you been coming here?” It’s works in every situation.
 
— Russell C
 

Clarity Process

Three effective ways to start moving toward clarity right now.

Carrot vs Stick: It’s More About You than Them

Editor’s 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 “customer” the author is talking about – and you will benefit from the knowledge and expertise of these great minds.


In almost every book I’ve ever written — and there have been quite a few at this point — I quote the best business advice I have ever heard.  It’s from my friend, Dr. Michael LeBoeuf, from his work that was originally titled, “The Greatest Management Principle in the World.”  Here it is:

“Behavior rewarded is behavior repeated.”

The problem — and wisdom — in this phrase is that it’s so much more profound than it originally appears.  Of course, it means that our customers and employees will repeat the activities that we compensate them for executing.

However, more subtle is that it also challenges us to question: What actions are we rewarding?

For example — we want sales professionals to establish relationships with customers rather than pressuring them into a solitary closing. Yet, when we examine their compensation structure, we find there’s no additional incentives for future purchases.

In other words, we give lip service to how important that on-going loyalty is from our customers. However, when we examine what we reward, it appears our focus is on closing (through any means available and ethical) a single transaction.

My friend, former Chief Customer Officer at Microsoft and Lands End, Jeanne Bliss, often mentions in her presentations the story of the hospital that posted every physician’s evaluation from patients and their families. The result was that malpractice suits dropped by 43%. When receiving high marks from patients and families was rewarded, doctors responded — to the benefit of hospital, physician, and (most importantly) customers that are called “patients.”

That’s the challenge that I make to you. Take a bit to re-evaluate what you’re rewarding and examine if it’s congruent with your goals and aspirations for the future.  My guess is that you’ll find some disconnection.

If you resolve it, you’ll be rewarding the behavior and activity that your desire.  It’s an important step to creating distinction!

> Read more from Scott.


 

Want to know more about Guest Experiences at your church? Let’s talk! Connect with an Auxano Navigator here.

Download PDF

Tags: , , ,

| What is MyVisionRoom? > | Back to Execution >

ABOUT THE AUTHOR

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.

See more articles by >

COMMENTS

What say you? Leave a comment!

Recent Comments
comment_post_ID); ?> I loved this presentation. It helped greatly as I organized an Outreach Ministry of The Shepherds Care. Thank you. Esther Callaham Mahgoube Emmanuel Pentecostal Church New Jersey
 
— Esther Mahgoube
 
comment_post_ID); ?> It is a good idea to to know how christians should be good leaders. Thanks
 
— Okello.moses
 
comment_post_ID); ?> I ask: “How long have you been coming here?” It’s works in every situation.
 
— Russell C
 

Clarity Process

Three effective ways to start moving toward clarity right now.

Guests Need This One Connection

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 “customer” the author is talking about – and you will benefit from the knowledge and expertise of some great minds.


A good movie has the power to make us laugh, cry, angry, hungry, or even want to quit our job, unplug, and live in the wilderness for the rest of our natural life.

A lot goes into a movie to make us feel so emotionally invested that we’ll want to tell our friends about our experience immediately.

  • We’ll tweet about it…
  • Share our critiques on Facebook…
  • Or, go straight to Instagram Live
    • …with a face still glowing from all the excitement!

For this reason, the entertainment industry spends more time studying one aspect even more than the most advanced visual effects or new camera angles:

Human emotion!

Why?

It’s because an emotional connection is the most potent and influential connection possible.

To make 1997’s Titanic, it cost a staggering $200 million. (In 1997 dollars!)

However, not very many people stepped out of the theatre marveling over the fact that a special Russian submarine was used or every detail on the ship matched the original Titanic down to the doorknob. The audience walked out in a trance, swooning over Jack and Rose’s romance, saddened by the massive loss of life — or enraged that Jack’s death could have been prevented had Rose just shared the door she was floating on!

  • The fact is, people rarely remember the details.
  • But they will remember how something made them feel.
    • And that’s why ALL business is “show business.”

It has come to the point where we have created a culture of customers who demand compelling experiences whenever they do business.

Regardless of your industry, what your product or service is, you’re selling an experience.

The entertainment business has already unlocked this secret and recognize that the more powerful the connection, the greater the success. Ultimately, to succeed individually and organizationally, you need to change the way you relate to customers and employees.

And I’m not saying that you should be more entertaining. Entertainment, after all, isn’t all song and dance, explosions or slapstick. A CEO isn’t expected to be a stand-up comedian at corporate meetings, and a barista isn’t supposed to break out in song the next time someone orders a latte.

However, there are industries such as retail or hospitality who will find that by increasing humor and fun, they’re creating and enhancing their connection with customers and employees. And a B2B organization or an insurance firm may find that by showing genuine care, concern, and empathy, an emotional bond is formed because the clients feel their unique challenges are understood and being taken care of.

To approach your business as “show business” is not to be confused with putting on an act, being overly dramatic, or being fake.

  • It’s about differentiating yourself from the competition by understanding your clients in the same way that show business understands their audience.
  • It’s about creating specific strategies based on your customer’s distinct preference in order to deliver experiences that are compelling and engaging.

It’s about taking what we can learn from the entertainment business and leverage that insight into building strong and lasting emotional connections with our clients and colleagues.

> Read more from Scott.


Learn more about the power of connecting with your Guests – start a conversation with Guest Experience Navigator Bob Adams.


Want to learn how to create an EXCEPTIONAL Guest Experience at your church? Check out Auxano’s Guest Experience Boot Camp in Cincinnati, OH on August 7-8.


Download PDF

Tags: , , ,

| What is MyVisionRoom? > | Back to Execution >

ABOUT THE AUTHOR

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.

See more articles by >

COMMENTS

What say you? Leave a comment!

Recent Comments
comment_post_ID); ?> I loved this presentation. It helped greatly as I organized an Outreach Ministry of The Shepherds Care. Thank you. Esther Callaham Mahgoube Emmanuel Pentecostal Church New Jersey
 
— Esther Mahgoube
 
comment_post_ID); ?> It is a good idea to to know how christians should be good leaders. Thanks
 
— Okello.moses
 
comment_post_ID); ?> I ask: “How long have you been coming here?” It’s works in every situation.
 
— Russell C
 

Clarity Process

Three effective ways to start moving toward clarity right now.

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.)

Why?

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…….


> Read more from Scott McKain

Download PDF

Tags: , , , ,

| What is MyVisionRoom? > | Back to Execution >

ABOUT THE AUTHOR

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.

See more articles by >

COMMENTS

What say you? Leave a comment!

Recent Comments
comment_post_ID); ?> I loved this presentation. It helped greatly as I organized an Outreach Ministry of The Shepherds Care. Thank you. Esther Callaham Mahgoube Emmanuel Pentecostal Church New Jersey
 
— Esther Mahgoube
 
comment_post_ID); ?> It is a good idea to to know how christians should be good leaders. Thanks
 
— Okello.moses
 
comment_post_ID); ?> I ask: “How long have you been coming here?” It’s works in every situation.
 
— Russell C
 

Clarity Process

Three effective ways to start moving toward clarity right now.

Two Big Problems with Copying Your “Competition”

Are you copying your competition?

In the book, “Create Distinction,” I examine the aspect of “copycat competition” extensively — however, here’s just a thought for today:

If your approach — organizationally or individually — is based on imitating the competition, then you’ve got two big problems:

  1. If you successfully imitate them, the best you can hope for is second place in the market.
  2. You will be bound by their success and level of innovation, because you aren’t focusing on creating your own.

BE DISTINCT!

> Read more from Scott.


Learn more about understanding your unique identity from Auxano.

Download PDF

Tags: , ,

| What is MyVisionRoom? > | Back to Execution >

ABOUT THE AUTHOR

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.

See more articles by >

COMMENTS

What say you? Leave a comment!

Recent Comments
comment_post_ID); ?> I loved this presentation. It helped greatly as I organized an Outreach Ministry of The Shepherds Care. Thank you. Esther Callaham Mahgoube Emmanuel Pentecostal Church New Jersey
 
— Esther Mahgoube
 
comment_post_ID); ?> It is a good idea to to know how christians should be good leaders. Thanks
 
— Okello.moses
 
comment_post_ID); ?> I ask: “How long have you been coming here?” It’s works in every situation.
 
— Russell C
 

Clarity Process

Three effective ways to start moving toward clarity right now.

Set HIGH Expectations for Your Guests This Weekend

A Note from the VisionRoom Curator: My friend Scott McKain is an internationally known authority who helps organizations create distinction in every phase of business and teaches the “Ultimate Customer Experience.” During our special August emphasis on Guest Experiences, Scott graciously agreed to let us use a blog post on customer experience. But don’t worry – when you hear “customer” just insert the word “Guest” and you will come away with a powerful lesson to share with your Guest Experience teams.


What are the FIRST WORDS that a Guest hears when they make contact with you or your organization?

If you haven’t planned it — or, if you’re satisfied with a generic, “Can I help you?” — then those professionals who deliver an enthusiastic welcome…and set a high expectation for the Guest of what’s about to happen…will leave you behind!

This 1 1/2 minute video suggests the importance of setting HIGH Guest expectations — and why it is so important. Click on the image to launch the video.

ScottMcKain

> Read more from Scott.

> Read more about the “Taxi Terry” story Scott mentioned in the video.


Start a conversation with our team. We’re glad to offer our input. Your vision is at stake, so let’s talk.


 

 

Want to learn how to create an EXCEPTIONAL Guest Experience at your church? Check out Auxano’s Guest Experience Boot Camp, coming to Orlando, FL on April 3-4.

Download PDF

Tags: , , , ,

| What is MyVisionRoom? > | Back to Execution >

ABOUT THE AUTHOR

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.

See more articles by >

COMMENTS

What say you? Leave a comment!

Recent Comments
comment_post_ID); ?> I loved this presentation. It helped greatly as I organized an Outreach Ministry of The Shepherds Care. Thank you. Esther Callaham Mahgoube Emmanuel Pentecostal Church New Jersey
 
— Esther Mahgoube
 
comment_post_ID); ?> It is a good idea to to know how christians should be good leaders. Thanks
 
— Okello.moses
 
comment_post_ID); ?> I ask: “How long have you been coming here?” It’s works in every situation.
 
— Russell C
 

Clarity Process

Three effective ways to start moving toward clarity right now.