#CX 57: Winning Loyalty by Being "Slightly Better Than Average" w/ Shep Hyken

WEBVTT 1 00:00:04.919 --> 00:00:07.990 Day In and day out, you've got to deliver on the consistent, predictable, 2 00:00:08.310 --> 00:00:13.869 and when you do that, that's what's amazing. To be amazing isn't 3 00:00:13.869 --> 00:00:18.269 as difficult as you might think. To be amazing you need to be slightly 4 00:00:18.309 --> 00:00:24.739 better than average almost all of the time. Customer Service and customer experience expert 5 00:00:24.859 --> 00:00:30.219 Chephiken joins us to explain this idea. My name is Ethan, but I'm 6 00:00:30.219 --> 00:00:35.619 chief evangelist at Bombomb, host of the customer experience podcast and the host of 7 00:00:35.659 --> 00:00:41.369 the CX series. Here on B Tob Growth, chep tells several great stories 8 00:00:41.890 --> 00:00:48.090 and provides several valuable takeaways. What's changed in customer service and customer experience over 9 00:00:48.170 --> 00:00:52.200 the years and what hasn't? Why? We must remember that we're on stage 10 00:00:52.200 --> 00:00:56.280 all of the time. Who are customers? Compare us to? Spoiler, 11 00:00:56.600 --> 00:01:00.560 it's not just our competitors. Those are just a few ideas that were about 12 00:01:00.560 --> 00:01:07.150 to enjoy with chef hiken here on be tob growth. Amaze every customer every 13 00:01:07.230 --> 00:01:12.310 time. That sounds like a promising foundation for a remarkable customer experience. Again 14 00:01:12.390 --> 00:01:15.870 and again. That's the theme of the conversation you're about to enjoy. My 15 00:01:15.950 --> 00:01:19.459 guests is in New York Times in Wall Street Journal best selling author. Among 16 00:01:19.540 --> 00:01:23.980 his half dozen books are the cult of the customer, the amazement revolution, 17 00:01:25.420 --> 00:01:30.620 the convenience revolution and the recently published be amazing or go home. He's a 18 00:01:30.659 --> 00:01:34.209 hall of Fame Speaker. He's been working in the CS and CX space for 19 00:01:34.409 --> 00:01:38.450 three decades. He got a shout out from Dan gingis back on episode thirty 20 00:01:38.530 --> 00:01:42.930 five of this podcast. He believes that the true purpose of your company is 21 00:01:42.969 --> 00:01:47.090 to acquire and keep customers, that if you focus on the customer, the 22 00:01:47.200 --> 00:01:51.879 money will follow. Chef hike and welcome to the customer experience podcast. Wow, 23 00:01:52.000 --> 00:01:53.680 that is a great introduction. Thank you for having me. It's an 24 00:01:53.799 --> 00:01:57.000 honor to be here. Good. I'm glad you enjoyed it. You know, 25 00:01:57.040 --> 00:02:00.400 I just really appreciate the work that you do in the spirit that you 26 00:02:00.480 --> 00:02:02.829 do it in. Your philosophy really comes through, as I mentioned before I 27 00:02:02.829 --> 00:02:05.870 hit recorded. You know, I read a couple of your books in the 28 00:02:05.909 --> 00:02:08.710 past couple of weeks and just you know, your approaching philosophy is so well 29 00:02:08.750 --> 00:02:13.110 aligned with what we're trying to do here, which is basically, I don't 30 00:02:13.110 --> 00:02:15.860 want to minimize it, but maybe speak to this before we get into the 31 00:02:15.259 --> 00:02:17.699 into the meat of the conversation. You know, I think a lot of 32 00:02:17.939 --> 00:02:22.259 about our core values and a lot of the values that you express through your 33 00:02:22.300 --> 00:02:25.060 book. It's just basically about being a good human and making a commitment to 34 00:02:25.099 --> 00:02:29.580 yourself when other people to be a good human like talk about just like the 35 00:02:29.699 --> 00:02:34.530 deep underlying surety that drives you. or You're referring to the book be amazing 36 00:02:34.569 --> 00:02:38.729 or go home, which actually was first published a little over two years ago 37 00:02:38.449 --> 00:02:44.009 and that was just a manuscript I wanted to get out and then a my 38 00:02:44.210 --> 00:02:47.680 regular publisher, sound wisdom, picked it up and re released it and they're 39 00:02:47.719 --> 00:02:53.400 handling all the retail and and this book is really about good habits. I 40 00:02:53.159 --> 00:02:58.120 always talk about customer service and experience, so I make it angled toward that. 41 00:02:58.400 --> 00:03:00.909 Really, at the end of the day, it can be for anybody 42 00:03:00.949 --> 00:03:05.669 in any job and even somebody on their personal life. It's just great habits. 43 00:03:05.750 --> 00:03:10.310 There's seven major categories and then there's five subhabits under each of those, 44 00:03:10.349 --> 00:03:15.500 so there's thirty five habits at all. Something something as simple as show up 45 00:03:15.580 --> 00:03:17.819 on time and be ready. And, by the way, if you're waiting 46 00:03:17.900 --> 00:03:21.580 for a friend or you're going to meet a friend, you show up on 47 00:03:21.699 --> 00:03:23.819 time because that's the right thing to do for your friend. If you show 48 00:03:23.819 --> 00:03:28.930 up to work and the office is open at eight o'clock, showing up at 49 00:03:28.930 --> 00:03:30.849 eight o'clock being your prime not quite ready to go to work at eight o'clock. 50 00:03:31.250 --> 00:03:36.849 So there's all kinds of lessons in there about being proactive, about accepting 51 00:03:37.009 --> 00:03:40.599 feedback. So that's the underlying thing. Is To be the best you that 52 00:03:40.680 --> 00:03:44.639 you can be, and in my world it's be the best you you can 53 00:03:44.680 --> 00:03:47.879 be for your customer or your colleagues who are your internal customers. Right, 54 00:03:47.960 --> 00:03:52.919 I think is he even you did in that response. There there's this this 55 00:03:53.159 --> 00:03:59.949 given take where any of these skills and habits and reminders are transferable personal and 56 00:04:00.110 --> 00:04:02.069 professional all the time. Again. That's why. So I associate it with 57 00:04:02.150 --> 00:04:05.949 just being an awesome human. Yeah, so I'm going to start where I 58 00:04:05.990 --> 00:04:11.699 always start, which is your thoughts or your definition of customer experience. When 59 00:04:11.699 --> 00:04:15.780 I say customer experience, what does that mean to you? Sure it means 60 00:04:15.819 --> 00:04:17.699 hopefully, I'm getting paid to do a speech on customers for you know. 61 00:04:17.860 --> 00:04:25.089 I'm just kidding. Customer experience is something that grew out of customer service. 62 00:04:25.649 --> 00:04:29.449 Real smart people years ago started saying, let's not call as servicing more, 63 00:04:29.449 --> 00:04:33.129 let's call it experience. Then smarter people realize it's more than just the interaction 64 00:04:33.209 --> 00:04:38.009 that you have with people. It is the entire experience that you have with 65 00:04:38.209 --> 00:04:42.480 the company or a brand from the moment you think about doing business with them. 66 00:04:42.519 --> 00:04:46.600 Maybe you find them on an advertisement or find them on the web and 67 00:04:46.040 --> 00:04:50.800 and their website and all the way through every little interaction in connection. Think 68 00:04:50.879 --> 00:04:57.029 about beyond just people to people, if you were to buy like your iphone, 69 00:04:57.389 --> 00:05:01.189 just opening the boxes of cool experience. And companies are recognizing that really 70 00:05:01.230 --> 00:05:06.779 anything that the customer does to interact with any aspect of the company is an 71 00:05:06.899 --> 00:05:13.019 opportunity for them to form an impression. That's what the experiences and end it's 72 00:05:13.139 --> 00:05:17.660 everything right and and you do a really nice job of breaking out positive, 73 00:05:17.699 --> 00:05:23.689 negative, neutral and the implications and consequences of those. Talk about, you 74 00:05:23.810 --> 00:05:27.730 know, because this is very challenging, especially in a fast growing environment, 75 00:05:27.810 --> 00:05:31.610 but really for any business to be very, very consistent across all those touch 76 00:05:31.730 --> 00:05:36.120 points that you just referenced. Maybe talk about like the the math formula around 77 00:05:36.160 --> 00:05:41.279 this. Like I feel like you could, you know, century to build 78 00:05:41.399 --> 00:05:44.480 one second to fall right this. I did idea a good, good, 79 00:05:44.639 --> 00:05:46.879 good, neutral, neutral, good, good, good, good, good, 80 00:05:46.920 --> 00:05:48.680 good, good, but then bad. Could like undo it all. 81 00:05:48.800 --> 00:05:51.870 Talk about the relationship. Sure you know, because it's not just a straight 82 00:05:51.990 --> 00:05:58.069 yeah, ledger. Well, the good news about bad is bad as easily 83 00:05:58.389 --> 00:06:01.069 fixed and if you fix it right, you go right back to being good, 84 00:06:01.110 --> 00:06:04.819 good, good, good. The problem is neutral. That's the actual 85 00:06:04.860 --> 00:06:10.420 danger zone. In my world. People think that satisfied customers is what they 86 00:06:10.459 --> 00:06:13.699 want, but they don't. What you want is a loyal customer that is 87 00:06:13.779 --> 00:06:17.180 somewhat emotionally connected. By the way, loyalty doesn't mean they buy everything from 88 00:06:17.180 --> 00:06:21.730 you all of the time. Loyalty means they will come back. And here's 89 00:06:21.769 --> 00:06:26.769 my formula, and you use the word math. Let's use math. On 90 00:06:26.850 --> 00:06:30.050 a scale of one hund five, or one is bad and five is amazing. 91 00:06:30.529 --> 00:06:33.720 So you'd have bad, fair, good or average or average, then 92 00:06:33.839 --> 00:06:38.240 good and then amazing. Average is right in the middle. There it's a 93 00:06:38.360 --> 00:06:42.000 three. Is that right? Yes, so that's the danger point, because 94 00:06:42.120 --> 00:06:46.439 nobody ever really complains about a three. They just yeah, it was okay, 95 00:06:46.839 --> 00:06:48.550 it was fine, which to me fine is a four letter word that 96 00:06:48.670 --> 00:06:54.189 starts with F. It's the F bomb of customer service and experience. But 97 00:06:54.269 --> 00:06:57.629 if you could be a little bit better than fine or average, and how 98 00:06:57.670 --> 00:07:00.230 much better do you have to be? Even just slightly better? Ten percent 99 00:07:00.350 --> 00:07:03.300 better specifically, and I'll tell you where that number came from in a moment. 100 00:07:03.620 --> 00:07:06.259 But if you could be a little bit better than average all of the 101 00:07:06.420 --> 00:07:11.019 time, then you're going to be thought of it. It's amazing because people 102 00:07:11.060 --> 00:07:15.379 say, you know what, they're always knowledgeable, they're always helpful, they 103 00:07:15.420 --> 00:07:18.250 always get back to me quickly and here's the cool part, even when there's 104 00:07:18.250 --> 00:07:21.529 a problem, I know I can always count on them. So when there 105 00:07:21.610 --> 00:07:25.569 is a one or two, a moment of misery, if you will, 106 00:07:25.970 --> 00:07:30.720 that's when the company's ups up and not only fixes the problem but restores confidence 107 00:07:31.120 --> 00:07:35.319 to bring them back to above average. And that's what you're shooting for now. 108 00:07:35.720 --> 00:07:39.639 How did I get to ten percent? For years and years I've been 109 00:07:39.680 --> 00:07:42.759 saying be a little bit better than average all the time and you'll blow people 110 00:07:42.759 --> 00:07:46.949 away, because the all the time part is the hard part. Horse Sholtz, 111 00:07:46.310 --> 00:07:50.709 the first president and CO founder of the Ritz Carlton Hotel, chain. 112 00:07:51.310 --> 00:07:55.709 In an interview that I had with him on his most recent book, he 113 00:07:55.949 --> 00:07:59.660 said when he set out to create what he considered to be one of the 114 00:07:59.699 --> 00:08:03.660 world's greatest brands and luxury in a hotel chain, the Riz Carlton, he 115 00:08:03.779 --> 00:08:09.500 said, all we have to do is be ten percent better than average all 116 00:08:09.579 --> 00:08:11.819 of the time. Ten percent, in other words, a three, point 117 00:08:13.009 --> 00:08:16.610 three or better on that scale of one, two five gets you an amazing 118 00:08:16.649 --> 00:08:20.290 Radi. By the way, the recent people get rated of four instead of 119 00:08:20.370 --> 00:08:26.410 a five many times is because they slipped into the mediocrity zone, that level 120 00:08:26.490 --> 00:08:28.240 of three. So they bounced around, like you said, good, good, 121 00:08:28.240 --> 00:08:31.000 good, fair, good, good, good, okay, good, 122 00:08:31.039 --> 00:08:35.120 good, good, good, average, and that's why it's inconsistent. But 123 00:08:35.320 --> 00:08:41.389 always better than average burns you usually a five. That's great arement. That 124 00:08:41.470 --> 00:08:46.230 ten percent number reminds me of as at a sales and marketing conference and this 125 00:08:46.350 --> 00:08:54.190 gentleman presented these mathematical fact that seven ten percent improvements in a process does a 126 00:08:54.230 --> 00:08:56.899 little bit different than what you just said. And the percent number, you 127 00:08:56.980 --> 00:09:00.860 know, one times one point one, times one point one times one point 128 00:09:00.899 --> 00:09:03.340 one, and you do that seven times and you double the output. It's 129 00:09:03.379 --> 00:09:05.700 like one point nine six. So like it really doesn't. It's amazing. 130 00:09:05.860 --> 00:09:09.970 Thing really adds up now. So you've been doing this, like customer service, 131 00:09:11.090 --> 00:09:16.450 customer experience work as a speaker and a writer and a consultant. What 132 00:09:16.570 --> 00:09:20.809 are some of the most common questions that you were getting like ten or fifteen 133 00:09:20.850 --> 00:09:26.120 years ago, and how does that differ from some of the conversations and questions 134 00:09:26.159 --> 00:09:28.759 and things that you're helping people with today? Like, what's different today than 135 00:09:28.759 --> 00:09:33.159 maybe ten, fifteen, even twenty years ago? Well, I got good 136 00:09:33.240 --> 00:09:35.759 news and bad news. This isn't going to make you the bad news, 137 00:09:35.799 --> 00:09:39.870 it won't give you a great answer. The good news it's probably the truth, 138 00:09:39.269 --> 00:09:45.549 and that is really nothing's changed. Nothing from fifty years ago. Nothing 139 00:09:45.629 --> 00:09:48.509 has changed. Customer Interacts with a company. They want a good experience. 140 00:09:48.710 --> 00:09:52.100 Customers are problem, they call, they need help, they want the answer. 141 00:09:52.539 --> 00:09:56.539 That's it. I actually joke sometimes that I should do a speech on 142 00:09:56.740 --> 00:10:01.340 customer service and experience. It will be the shortest speech ever. I will 143 00:10:01.340 --> 00:10:05.059 walk out and I'll say be nice, turn around a walk off stage. 144 00:10:05.659 --> 00:10:11.009 So really, that's not changed. This is what customers want. What has 145 00:10:11.210 --> 00:10:16.529 changed is what happens in between. From the time the customer starts to do 146 00:10:16.690 --> 00:10:20.929 business and finally ends the interaction with a purchase and hopefully moves on to more 147 00:10:20.289 --> 00:10:24.919 down the road. Or maybe they call with the problem. Because now there's 148 00:10:24.000 --> 00:10:28.519 multiple ways to get to a company. There is, you know, the 149 00:10:28.639 --> 00:10:33.039 typical telephone, there's email, there's messaging, there's there's all the social media 150 00:10:33.080 --> 00:10:35.509 channels, facebook, twitter, etc. And APPS that you can get on 151 00:10:35.549 --> 00:10:41.830 your phone. The Omni channel or multiple channel description of all the different ways 152 00:10:41.870 --> 00:10:45.549 a person can connect with a brand, of a customer connect with brand. 153 00:10:45.909 --> 00:10:50.379 That's change. Artificial intelligence use the right way, is enhancing the experience, 154 00:10:50.740 --> 00:10:54.019 but at the end of the day, customers still wants what they originally wanted, 155 00:10:54.220 --> 00:10:58.899 which is the answer to their problem or positive experience. So all these 156 00:10:58.940 --> 00:11:03.379 extra tools are what are adding to that experience or helping that experience, but 157 00:11:03.460 --> 00:11:05.690 they're not really changing the experience of if that, if you understand what I 158 00:11:05.769 --> 00:11:09.129 mean. Yeah, absolutely, I mean it like the the channels are more 159 00:11:09.169 --> 00:11:13.490 numerous. It adds a level of complexity. I think also probably customers may 160 00:11:13.529 --> 00:11:18.009 be expect a little bit more, but what really deeply need and respond to 161 00:11:18.639 --> 00:11:20.600 is still the same thing. Show me that you care and do it. 162 00:11:20.759 --> 00:11:26.759 Just meet or slightly exceed my expectations and we'll stay in a decent zone. 163 00:11:26.759 --> 00:11:31.039 Yeah, and really, I mean I really hope that we can slightly exceed 164 00:11:31.240 --> 00:11:35.269 almost every time. And, by the way, you come to expect certain 165 00:11:35.350 --> 00:11:39.470 things. So once you expect that little better than average experience, just meet 166 00:11:39.549 --> 00:11:43.789 that. So I there's a there's a restaurant and St Louis, Missouri, 167 00:11:43.789 --> 00:11:48.820 where I live, very wellknown restaurant. It was considered at one point one 168 00:11:48.860 --> 00:11:52.820 of the finest restaurants in the country. It still is in my mind, 169 00:11:52.299 --> 00:11:58.580 and the expectations were so high that all they had to do was meet that 170 00:11:58.779 --> 00:12:03.289 customer's high expectation and it would blow them away. I think so many times 171 00:12:03.370 --> 00:12:07.009 that's what our customers want. It's just do what I expect from you and 172 00:12:07.169 --> 00:12:09.889 you'll make me happy and I'll come back. You don't need to blow me 173 00:12:09.970 --> 00:12:13.850 away, but just you know, if you're just you know, I learned 174 00:12:13.889 --> 00:12:16.519 that you're always going to be punctual. You're always going to call me back 175 00:12:16.559 --> 00:12:20.799 when I call you, you're always going to respond to my emails timely, 176 00:12:20.360 --> 00:12:24.720 you're always going to have information for me. If you do that, and 177 00:12:24.840 --> 00:12:28.879 it's that word always again founded by something positive. You've nailed it. So 178 00:12:28.360 --> 00:12:33.470 that's the theme that I drill into my clients and the audiences that I speak 179 00:12:33.470 --> 00:12:35.549 to over and over again. As I say, always is the consistent, 180 00:12:35.789 --> 00:12:41.309 predictable, little bit above average experiences their customers always want. And he said 181 00:12:41.350 --> 00:12:46.539 that's also the hard part. So you've, I assume you gave yourself your 182 00:12:46.620 --> 00:12:50.980 title. It's chief amazement officer. You have a MAZ or amazing and three 183 00:12:50.059 --> 00:12:54.019 of your book titles. What does amazing mean to you? Yeah, so 184 00:12:54.259 --> 00:13:00.730 once again, amazing is the consistent and predictable above average experience, again not 185 00:13:00.929 --> 00:13:03.450 necessarily over the top, although once in a while it's going to happen. 186 00:13:03.809 --> 00:13:07.330 But you can't and those experiences that are over the top, by the way, 187 00:13:07.370 --> 00:13:13.519 they happened as a result of problems or special opportunities that you hear about 188 00:13:13.600 --> 00:13:16.720 or our notice. So you can't wait for that to always happen. When 189 00:13:16.759 --> 00:13:22.159 it happens, sees it because people go wow, that was unexpected. That's 190 00:13:22.279 --> 00:13:24.399 great, but day in and day out you've got to deliver on the consistent, 191 00:13:24.600 --> 00:13:28.549 predictable and when you do that that's what's amazing. Yes, I call 192 00:13:28.629 --> 00:13:33.750 myself the chief amazement officer, because it does tie in with often the words 193 00:13:33.750 --> 00:13:35.429 that I like to use, and I use my first book I wrote was 194 00:13:35.669 --> 00:13:39.549 moments of magic, and that was a fun one and I still talk about 195 00:13:39.590 --> 00:13:43.059 how do you create that moment of magic which is better than a moment of 196 00:13:43.179 --> 00:13:48.980 misery and actually better than a moment of mediocrity, average or satisfactory? So 197 00:13:50.100 --> 00:13:54.460 those are the three ways all interactions go bad, average, good. That's 198 00:13:54.500 --> 00:13:58.529 it. And you manage them and you try to make them all above average, 199 00:13:58.570 --> 00:14:01.610 which puts them into the good zone, and that's when you're operating at 200 00:14:01.610 --> 00:14:07.490 the level of amazement. Again, predictable, consistent experiences that are above average, 201 00:14:07.970 --> 00:14:11.399 really, really good. I let's do this part. Maybe it's a 202 00:14:11.440 --> 00:14:15.039 little bit of a speed round. Okay, I'm just gonna give you a 203 00:14:15.080 --> 00:14:18.919 few notes that I took for myself as I was reading some of your work, 204 00:14:18.159 --> 00:14:20.559 and it just give me like kind of a quick response to it, 205 00:14:20.759 --> 00:14:26.590 and I'll start with the word confidence. So you use confidence and be amazing 206 00:14:26.629 --> 00:14:30.669 or go home in a way that like there's a nuance to it that I 207 00:14:30.789 --> 00:14:35.110 hadn't really thought about her. I'm certainly never used confidence in that context. 208 00:14:35.230 --> 00:14:39.820 Talk a little bit about the importance of of building confidence. How is it 209 00:14:39.899 --> 00:14:43.740 different than trust? To talk about confidence? Sure, confidence actually creates trust, 210 00:14:43.860 --> 00:14:46.980 because when I know something's going to happen, when, again I use 211 00:14:48.019 --> 00:14:50.620 that word predictable and it's pretty you know, that means I will own that 212 00:14:50.779 --> 00:14:56.009 experience. I trust that it's going to happen. Once I'm at that point 213 00:14:56.009 --> 00:15:00.570 of trust, trust is an emotional connection that I have with you. Therefore, 214 00:15:00.570 --> 00:15:03.970 I'm more likely to do business with you again. Trust will actually read 215 00:15:03.970 --> 00:15:07.840 the loyalty. So create the experience, create the confidence, but the customer 216 00:15:07.919 --> 00:15:11.279 realizes it's going to happen again and again, they own that experience, they 217 00:15:11.320 --> 00:15:16.799 start to trust you and it hopefully leads to some type of repetitive business. 218 00:15:16.840 --> 00:15:20.240 If not loyalty. Great. The Standard. You refer to the standard. 219 00:15:20.279 --> 00:15:22.669 Obviously some of US think about a high standard. When we do, we 220 00:15:22.789 --> 00:15:26.710 think about some of the brands that you've already mentioned, is exceptional companies. 221 00:15:26.750 --> 00:15:31.110 But you know, when I read the standard in Standard and standardizing, I 222 00:15:31.230 --> 00:15:33.950 thought about kind of culture and the way we do it around here, like 223 00:15:35.070 --> 00:15:37.899 the set of norms. Talk about setting a standard in what that means. 224 00:15:39.259 --> 00:15:41.820 Sure boy, I hope. I know I wrote about it now I got 225 00:15:41.940 --> 00:15:46.460 to remember. But no, the standard is what you create, is your 226 00:15:46.620 --> 00:15:48.740 standard, which, by the way, you want to have an alignment with 227 00:15:48.899 --> 00:15:52.809 what the customers standards are. At the end of the day, you may 228 00:15:52.929 --> 00:15:56.850 perceive yourself to have the greatest service in the world, but it's the customer 229 00:15:56.929 --> 00:16:00.409 gets to be the judge in the jury. So you create the standard and, 230 00:16:00.690 --> 00:16:02.850 and I don't know if we're going to I mean I've written about the 231 00:16:02.970 --> 00:16:07.519 standard different ways different times, but here's my take on it. There is 232 00:16:07.559 --> 00:16:11.840 a level that you must maintain. That's a minimum. That's your standard and 233 00:16:11.919 --> 00:16:17.240 when you create this standard, one that the customer will enjoy when they experience 234 00:16:17.360 --> 00:16:18.669 it, one that will say, yeah, I like that, I want 235 00:16:18.710 --> 00:16:22.389 more of that, that's what it gets him to come back and also makes 236 00:16:22.429 --> 00:16:26.590 it crystal clear what you expect from the people who work with you, because 237 00:16:26.629 --> 00:16:30.029 they're the ones that are going to deliver on that standard really good at each 238 00:16:30.190 --> 00:16:33.820 touched on a couple things that have been kind of background themes on the show, 239 00:16:33.860 --> 00:16:37.899 which is that the customer decides right. You may say things about yourself, 240 00:16:37.980 --> 00:16:42.059 you may think things about yourself, you may makes make excuses for a 241 00:16:42.139 --> 00:16:47.929 situation, the customers opinion is the opinion. The customers experience is the experience. 242 00:16:48.409 --> 00:16:51.250 You try to influence, you try to manage it, but ultimately it's 243 00:16:51.250 --> 00:16:55.610 up to them. I love this one. You're always on stage. Well, 244 00:16:55.649 --> 00:16:57.090 yeah, important. How does that affect the way that we that we 245 00:16:57.169 --> 00:17:02.519 act and interact? Always on stage means, and I just wrote an article 246 00:17:02.919 --> 00:17:06.920 that's coming out next week. The show that we're on will probably come out 247 00:17:07.039 --> 00:17:11.480 after this, but the idea of it was gentleman walked into a store and 248 00:17:11.559 --> 00:17:15.640 the person was as friendly as can be. That person's on stage, they're 249 00:17:15.750 --> 00:17:18.589 on duty. And then she went off duty and she walked outside of the 250 00:17:18.630 --> 00:17:23.069 store to take her break and as the customer came out, she smiled at 251 00:17:23.109 --> 00:17:26.950 her and she didn't smile back. He said Hi and buy, or whatever 252 00:17:26.990 --> 00:17:30.259 he said to her, and she didn't respond back and he thought, wow, 253 00:17:30.740 --> 00:17:36.299 that's a completely different personality than I was just used to seeing when I 254 00:17:36.339 --> 00:17:40.140 was inside with her. The point is she still had our uniform on, 255 00:17:40.299 --> 00:17:44.180 she still had her name badge on. She was on stage and she's on 256 00:17:44.289 --> 00:17:47.930 stage all the time, and I believe it really people should think of themselves 257 00:17:47.970 --> 00:17:51.250 as being on stage all the time, whether they're working or not, how 258 00:17:51.289 --> 00:17:53.410 do you want people to perceive the way you are? You should be able 259 00:17:53.410 --> 00:17:56.730 to be your self. That's fine, I get it. But if you're 260 00:17:56.769 --> 00:18:02.160 going to be one way with one group of people in a different way, 261 00:18:02.359 --> 00:18:04.720 I mean, who were we to believe? Who's the real you? So 262 00:18:06.279 --> 00:18:10.799 part of what I wrote about was when we hire somebody, hire them for 263 00:18:10.920 --> 00:18:15.670 truly what their personality is, because nobody can fake it and make it long 264 00:18:15.109 --> 00:18:19.789 term. Eventually they will implode. So you can only put somebody into a 265 00:18:21.150 --> 00:18:26.109 situation where it forces them to use an opposite of their typical personality for just 266 00:18:26.309 --> 00:18:29.579 so long. So that's to me. You know, it's like you're on 267 00:18:29.779 --> 00:18:33.259 stage all the time, even when you're offstage. You know, Disney talks 268 00:18:33.299 --> 00:18:37.660 about front stage, backstage, or on stage and backstage. You know, 269 00:18:37.700 --> 00:18:41.930 when the characters are out with the guests, they're on stage. When they 270 00:18:41.930 --> 00:18:45.890 go back, that's what they can take their you know, mask off or 271 00:18:45.009 --> 00:18:48.609 take, you know, their costume off. That truly is backstage. But 272 00:18:48.769 --> 00:18:53.089 still I believe that the best people live their values and are their personality. 273 00:18:53.410 --> 00:18:57.880 They walk their talk, they walk their walk all of the time. Grades 274 00:18:59.319 --> 00:19:02.720 Salad, personal integrity. Again, it's about being a good human yeah, 275 00:19:03.119 --> 00:19:07.519 customers don't compare us to competitors, even though we spend a lot of our 276 00:19:07.559 --> 00:19:11.190 time in our own heads around our competition, our competitors. Instead, they 277 00:19:11.269 --> 00:19:15.670 compare us to all of their other experiences. Yeah, that's that's big. 278 00:19:15.750 --> 00:19:19.829 That's actually changed over the last few years. It's been a customer expectation because 279 00:19:21.390 --> 00:19:26.380 great companies, great brands are teaching customers what good service looks like, what 280 00:19:26.460 --> 00:19:30.700 it's supposed to be. They're so excited. Remember years and years ago when 281 00:19:30.059 --> 00:19:36.299 Fedex and Cadillac and a few other brands said we want the Malcolm Baldridge Quality 282 00:19:36.339 --> 00:19:40.809 Award, which is the equivalent of today's, you know, jd power award 283 00:19:40.890 --> 00:19:44.529 that everybody's talking about. This is really cool. So I go, Oh, 284 00:19:44.569 --> 00:19:47.730 wow, we want to go do business with somebody that's won an award 285 00:19:48.049 --> 00:19:51.450 for great service. And then we do, and then we like it and 286 00:19:51.569 --> 00:19:53.319 now we start expecting it everywhere we go because we're getting used to it. 287 00:19:53.359 --> 00:19:56.519 We like when that happens. Why can't they be good as good as this 288 00:19:56.680 --> 00:20:02.400 other company? So realize customers no longer compare you to direct competition, but 289 00:20:02.519 --> 00:20:06.759 to the best experience they received from anyone or any brand. And it could 290 00:20:06.759 --> 00:20:10.309 be that you know guy down the street that sold you a pair of tennis 291 00:20:10.309 --> 00:20:12.630 shoes that which he's just spend so much time and took great care of you 292 00:20:12.750 --> 00:20:15.990 and make sure you got the right shoe and then he even looked up to 293 00:20:15.069 --> 00:20:18.670 make sure that the price was matching the lowest prices. I mean, that's 294 00:20:18.710 --> 00:20:22.180 the kind of Guy Love. Why can't everybody be as good as that? 295 00:20:22.059 --> 00:20:25.859 So right. or it could be the big brand that you just love to 296 00:20:25.900 --> 00:20:29.140 do business with. You know, traditionally people I say what's your favorite brands, 297 00:20:29.180 --> 00:20:32.619 and they'll say, you know, Amazon, apple, southwest carolines and 298 00:20:32.980 --> 00:20:36.730 in a few others. Yeah, it's a minded what you just offered. 299 00:20:36.730 --> 00:20:38.410 Their reminded me of this. You know, you hear about that, the 300 00:20:38.529 --> 00:20:41.930 Luber of fill in the blank right, like it's just a new pitch, 301 00:20:42.049 --> 00:20:45.329 the new conversations. This this idea, that fast and easy, and so 302 00:20:45.410 --> 00:20:48.049 I want that in more places in my life. Yep, okay, this 303 00:20:48.170 --> 00:20:52.319 is a direct quote. A brand is a promise delivered. Yep, and 304 00:20:52.599 --> 00:20:56.839 and think of about it. Most brands have a tagline of some sort and 305 00:20:57.599 --> 00:21:02.519 when they deliver on it, that's great. What you want to be known 306 00:21:02.640 --> 00:21:06.190 for. The Ritz Car will talk about Horse Shoultz. He has a nine 307 00:21:06.269 --> 00:21:10.029 word Credo. Interestingly, I could give you some background on this, but 308 00:21:10.109 --> 00:21:14.589 the cool trivia is he wrote a term paper in high school when he was 309 00:21:14.630 --> 00:21:18.940 apprenticing at a school, or they're teaching them about hospitality. It was called 310 00:21:18.940 --> 00:21:22.940 where ladies and Gentlemen Serving Ladies and gentlemen. He took it to the hotel 311 00:21:22.099 --> 00:21:26.460 when he started the hotel and this became their mantra, or their credo as 312 00:21:26.500 --> 00:21:30.299 they call it, and everything they do is about delivering on that promise or 313 00:21:30.339 --> 00:21:34.450 ladies and Gentlemen Serving Ladies and Gentlemen, and this is what the Ritz wants 314 00:21:34.490 --> 00:21:38.849 to be known for. And that's what I mean by you know, you 315 00:21:38.930 --> 00:21:44.529 know, delivering on that promise. The brand is a promise delivered really good. 316 00:21:45.009 --> 00:21:48.039 Another direct quote in the last one in this in the set of questions 317 00:21:48.519 --> 00:21:51.920 and then we'll move on to a new topic. But this one really spoke 318 00:21:51.960 --> 00:21:56.240 to me to get a kind of bridges that that divide of personal and professional 319 00:21:56.200 --> 00:22:02.789 and I think it's for me kind of the peak of a lot of these 320 00:22:02.869 --> 00:22:07.670 ideas. Finding someone you can count on in this life, in business or 321 00:22:07.750 --> 00:22:12.549 anywhere else is a very big deal. Yeah, I said that. Yes, 322 00:22:14.789 --> 00:22:17.299 which book? No, I'm just kidding. I think it's out to 323 00:22:17.380 --> 00:22:22.059 be amazing. or Go home finding somebody. I mean it is a big 324 00:22:22.099 --> 00:22:26.779 deal when you can count on somebody once again, they've created the confidence, 325 00:22:26.220 --> 00:22:30.569 they've created the trust. You own that experience. So one of the books 326 00:22:30.609 --> 00:22:33.410 I wrote about a long time ago, about eleven or twelve years ago, 327 00:22:33.410 --> 00:22:37.809 which, by the way, is being released again in March, two thousand 328 00:22:37.849 --> 00:22:41.769 and twenty updated version. About fifty percent of it was changed, all the 329 00:22:41.849 --> 00:22:45.759 new stats and facts. We talked about the cult of the customer, which 330 00:22:45.799 --> 00:22:49.119 are really the cults, are phases. Customers go through these groups and the 331 00:22:49.759 --> 00:22:55.160 fourth of the fifth day of the five phases is ownership. When you can 332 00:22:55.200 --> 00:22:57.630 get somebody into ownership, that's when they can count on you, that's when 333 00:22:57.630 --> 00:23:02.589 they know it's going to happen. At that point you're just you're right at 334 00:23:02.589 --> 00:23:07.509 the beginning of creating that customer amazement. Now realize that as soon as there's 335 00:23:07.509 --> 00:23:11.349 a problem, you go back to square one and they're back in that first 336 00:23:11.430 --> 00:23:15.460 cult, which is a cult of uncertainty. However, when they learn that 337 00:23:15.579 --> 00:23:18.740 you stand up for what you do, that you'll stand behind your products, 338 00:23:18.779 --> 00:23:22.819 that you'll deliver on the promise that you make, that you'll call them back 339 00:23:22.819 --> 00:23:26.019 quickly, that you'll take care of their issues. That will immediately move them 340 00:23:26.059 --> 00:23:30.210 back into number four and it back and obviously back into five, because when 341 00:23:30.250 --> 00:23:33.130 they know, and I said this earlier in a conversation, you know the 342 00:23:33.170 --> 00:23:37.450 word always, and even when there's a problem, I know I can always 343 00:23:37.529 --> 00:23:40.690 count on them. We need to train our customers to let us know when 344 00:23:40.690 --> 00:23:44.359 there's a problem so they can learn that they can always count on us. 345 00:23:45.119 --> 00:23:48.920 So important. I feel like you've probably seen this in all kinds of situations, 346 00:23:48.960 --> 00:23:51.359 but it just occurred to me, as you said that, that there 347 00:23:51.400 --> 00:23:55.200 are probably these problems that aren't such a big deal that I'm going to pick 348 00:23:55.200 --> 00:23:57.670 up the phone or fill out the form or whatever. It's just it's just 349 00:23:57.910 --> 00:24:02.470 under that threshold, but it's annoying enough that I perceive it as a problem, 350 00:24:02.549 --> 00:24:06.029 and so it's going into that kind of that deficit in terms of my 351 00:24:06.269 --> 00:24:11.099 trust and confidence in you. Those problems that are just under the radar probably 352 00:24:11.339 --> 00:24:14.619 some of the deadliest ones. Yeah, that's the danger zone. That's that's 353 00:24:14.740 --> 00:24:18.099 satisfied customer, that doesn't make the complaint, and I wrote an article years 354 00:24:18.099 --> 00:24:22.460 ago called the satisfied customer is a dangerous customer, not because you're going to 355 00:24:22.539 --> 00:24:26.650 come in with a gun and do something terrible to you in that form of 356 00:24:26.690 --> 00:24:32.089 danger, but the danger is they don't complain. So you think they're happy 357 00:24:32.289 --> 00:24:37.089 and then they just never come back because you did something that wasn't above average. 358 00:24:37.130 --> 00:24:40.119 You maybe did something that was a little bit annoying. Maybe there's a 359 00:24:40.279 --> 00:24:44.200 little bit of friction that you could have eliminated, but unfortunately it didn't. 360 00:24:44.640 --> 00:24:48.759 They didn't complain, which is why it's so important to talk to your customers 361 00:24:48.799 --> 00:24:51.480 and find out what did you like about it? And if you do get 362 00:24:51.519 --> 00:24:55.269 a survey back from somebody and let's say it's a one, two, five, 363 00:24:55.309 --> 00:24:57.549 or it's the net promoter score zero, two and ten, you know, 364 00:24:57.630 --> 00:25:00.349 you might ask if they gave you the perfect score. Well, what 365 00:25:00.509 --> 00:25:03.869 did I do to deserve that? I want to know, and is there 366 00:25:03.950 --> 00:25:07.779 one thing you can think of that would make it better? I would love 367 00:25:07.819 --> 00:25:10.779 to know that too. And if you gave me anything less than a great 368 00:25:10.779 --> 00:25:15.019 score, what would it take to get one number better? Okay, that's 369 00:25:15.059 --> 00:25:18.019 pretty easy for them to tell you like, yeah, you know, here's 370 00:25:18.019 --> 00:25:21.849 where you screwed up and you don't want to say what would it take to 371 00:25:21.930 --> 00:25:25.490 get back to a ten? And if they gave you a for maybe they'll 372 00:25:25.490 --> 00:25:26.650 give you a good answer. Maybe not. But if you can find out 373 00:25:26.809 --> 00:25:32.250 what little incremental increase you can make, you know that would and that's when 374 00:25:32.289 --> 00:25:36.279 you'll find it the small things, to nuances that will allow you to deliver 375 00:25:36.319 --> 00:25:40.640 an even better experience. I'm not going to say a perfect experience, but 376 00:25:40.960 --> 00:25:44.160 let me give you a quick example. The Wall Street Journal found this out. 377 00:25:44.440 --> 00:25:47.960 If you go to the Wall Street Journal Online, you're allowed to download 378 00:25:47.960 --> 00:25:51.390 a certain number of articles before they say okay, your limited is up for 379 00:25:51.470 --> 00:25:55.869 the month. If you want more you have to subscribe and interestingly they had 380 00:25:55.950 --> 00:25:59.710 a great little checkout system right there where you could subscribe. And what they 381 00:25:59.829 --> 00:26:04.500 found is as they started to eliminate the fields of information they were asking for 382 00:26:06.380 --> 00:26:10.420 and just stripped it down to what they absolutely needed to get you to subscribe, 383 00:26:10.779 --> 00:26:14.859 the subscriber rate went up, for every time they eliminated one field, 384 00:26:14.940 --> 00:26:18.220 it went up as fraction number percent. But it was trackable and traceable and 385 00:26:18.259 --> 00:26:22.089 they said we don't need to know if it's Mr Mrs Miz what, Doctor, 386 00:26:22.210 --> 00:26:25.170 whatever, let's just get their first name in their last name would do 387 00:26:25.210 --> 00:26:26.809 we even need their name? We just either email actor. I don't you 388 00:26:26.849 --> 00:26:30.410 know. I don't know if that's the case. Happen. Can you strip 389 00:26:30.490 --> 00:26:33.279 it down to where they just need the bear essentials? Obviously you need the 390 00:26:33.319 --> 00:26:36.480 credit card information, that type of thing, but what else do you need? 391 00:26:36.920 --> 00:26:40.519 So there you go. It's just simplify things, make it easy. 392 00:26:40.559 --> 00:26:44.680 Yep, luring the hurdle, reducing friction. It's all there. I would 393 00:26:44.680 --> 00:26:48.470 be remiss if we didn't spend at least a minute or two talking about video. 394 00:26:48.910 --> 00:26:52.150 You totally get it. You've been using it for a long time. 395 00:26:52.390 --> 00:26:56.109 You sent hundreds and hundreds of videos out of your bombomb account. Talk a 396 00:26:56.150 --> 00:26:59.309 little bit about the power of video and when you like to use, in 397 00:26:59.430 --> 00:27:03.380 particular, this kind of simple personal video that that just lets people know that 398 00:27:03.460 --> 00:27:07.420 he's right, appreciate them. I mean, think about the bomb bomb platform 399 00:27:07.619 --> 00:27:14.059 is oftentimes you. I mean I have a subscription where I can send hundreds 400 00:27:14.140 --> 00:27:17.650 at a time to a group of people. So if I'm speaking to an 401 00:27:17.650 --> 00:27:19.490 audience, it's really cool to say hey, everybody, I'm going to send 402 00:27:19.490 --> 00:27:23.049 you a video and include my notes from the speech and a few extra points. 403 00:27:23.490 --> 00:27:27.849 That's cool, and then I could attach or have a link to my 404 00:27:29.089 --> 00:27:32.559 notes for that speech. That's great and I think people like that. But 405 00:27:32.640 --> 00:27:34.599 you want to know what the most powerful use of this for me anyway, 406 00:27:34.720 --> 00:27:41.839 this is my experience, is one to one conversations and it's simply I've just 407 00:27:41.079 --> 00:27:45.509 finished my speech, I'm on my way to the airport, I'm in the 408 00:27:45.630 --> 00:27:48.869 taxicab, I take out my mobile phone, I hold it up and I 409 00:27:48.910 --> 00:27:52.950 shoot a short video to the client. Hey, and just leaving the resort. 410 00:27:52.109 --> 00:27:55.910 We had a great presentation. You were so awesome to work with. 411 00:27:56.029 --> 00:27:59.259 Thank you so much, and I share a few things that I really enjoyed 412 00:27:59.299 --> 00:28:02.740 about the experience and let them know how much I appreciate them. And and 413 00:28:02.980 --> 00:28:07.779 it's so amazing to me how once in a while somebody like wow, they 414 00:28:07.859 --> 00:28:11.500 opened it that quick while. They watched it again and again and again, 415 00:28:11.539 --> 00:28:15.049 and I know it's happening. They're showing everybody and I love that. It's 416 00:28:15.089 --> 00:28:18.210 making impact. Another great way, as I get off the telephone with the 417 00:28:18.250 --> 00:28:23.170 potential client and I simply I will always send them an email to restate my 418 00:28:23.329 --> 00:28:27.079 points, but I really quickly send them a quick video to say hey, 419 00:28:27.519 --> 00:28:30.839 thanks so much for taking the time. This is a real quick recap of 420 00:28:30.920 --> 00:28:34.559 what we talked about and I summarize it in more detail in an email shortly, 421 00:28:34.640 --> 00:28:37.759 but I just wanted to know. This is the top of my mind 422 00:28:37.839 --> 00:28:41.400 what we talked about, and I think that really helps me get more business. 423 00:28:41.789 --> 00:28:44.990 There's so many ways to interact. Just think of it as just a 424 00:28:45.109 --> 00:28:48.269 different way of a it's a it's a video version of the email, if 425 00:28:48.309 --> 00:28:52.029 you will. I don't know if you like to hear that, but that's 426 00:28:52.190 --> 00:28:53.710 yeah, well, it is really. I mean that's the deal. As 427 00:28:53.750 --> 00:28:59.380 you know, our whole M is, you know you've been relying on faceless 428 00:28:59.420 --> 00:29:03.500 digital communication, write the same black text on the same white screen to communicate 429 00:29:03.579 --> 00:29:07.180 some of your most important and most valuable messages. And I'll just kind of 430 00:29:07.220 --> 00:29:11.089 go back to some of the things you offered there. You know that that 431 00:29:11.210 --> 00:29:15.490 little thought of I'm just leaving and I just really enjoyed myself. Thank you 432 00:29:15.569 --> 00:29:18.450 so much for having me like that's the kind of thing that I know in 433 00:29:18.609 --> 00:29:22.410 my life, before having this tool available, I would have just had that 434 00:29:22.529 --> 00:29:26.920 thought and kind of let it go and it's a missed opportunity. Of maybe 435 00:29:26.000 --> 00:29:29.880 if I was really diligent, I would maybe do a handwritten note or something 436 00:29:29.960 --> 00:29:33.279 later on, and that's obviously a great hobby. Should build these systems and 437 00:29:33.400 --> 00:29:37.680 processes for yourself. But you know, it's just it's so light and easy 438 00:29:37.000 --> 00:29:41.509 and personal, faster than typing, and just leaves that impact it because you 439 00:29:41.670 --> 00:29:47.509 can't fake that time and attention when you take, you know, one minute 440 00:29:47.589 --> 00:29:52.059 in six seconds to recap the most important things and that potential client appointment call 441 00:29:52.180 --> 00:29:56.380 that you're talking about and your restate, you know, maybe readdress a couple 442 00:29:56.460 --> 00:30:00.859 of their objections and a couple things that got them really excited that you can't 443 00:30:00.859 --> 00:30:03.299 fake that attention. It lets them know they were that that you listening, 444 00:30:03.460 --> 00:30:07.289 that you that you that you're processing what they share, and all of that 445 00:30:07.490 --> 00:30:10.569 is really good. So that, by the way, going back to your 446 00:30:10.650 --> 00:30:15.049 original first question, that is huge in the customer experience. That is an 447 00:30:15.089 --> 00:30:18.849 experience where they go wow, this guy gets it. So years ago and 448 00:30:18.890 --> 00:30:25.599 I still send out a preprogram questionnaire. I call it my the you know, 449 00:30:25.960 --> 00:30:29.039 it's the speech maximizer. It's like, if you fill this out, 450 00:30:29.400 --> 00:30:33.079 I'm going to be able and it's questions like who's your competition? WHO's in 451 00:30:33.119 --> 00:30:36.390 the audience? You know, not names of people, but like you know 452 00:30:36.470 --> 00:30:40.789 the positions, you know what's the biggest concern. You have those questions. 453 00:30:40.829 --> 00:30:42.750 If you filled that out, I would be able to give you a better 454 00:30:44.230 --> 00:30:48.390 speech. Well, now I will ask you some of these questions in our 455 00:30:48.789 --> 00:30:52.940 first call and I now know what the client wants. One of the my 456 00:30:52.099 --> 00:30:56.299 favorite questions. I learned this from Dan Sullivan and, by the way, 457 00:30:56.900 --> 00:30:59.980 sometimes you know some of the quotes that you had, one in particular where 458 00:31:00.019 --> 00:31:03.019 you said the brand is the promise delivered. I didn't make that one up. 459 00:31:03.539 --> 00:31:06.369 So many people have that one. I just included it as one of 460 00:31:06.450 --> 00:31:10.289 my favorite ones. But this is a question that's one of my favorite questions 461 00:31:10.529 --> 00:31:12.809 from Dan Sullivan. I do know who came up with this and he says 462 00:31:12.930 --> 00:31:17.170 I call it the magic question. He calls it the Dan Seliman question. 463 00:31:17.569 --> 00:31:21.519 As if we were to get together a year from now, what would have 464 00:31:21.599 --> 00:31:26.359 to happen for you to feel that this was the best investment into a keynote 465 00:31:26.359 --> 00:31:29.440 speaker that you've ever made, or whatever your business is. You know, 466 00:31:29.599 --> 00:31:30.920 if we were to get together three years from now, two years from one 467 00:31:30.920 --> 00:31:33.829 year from now? What would have to happen for you to feel that doing 468 00:31:33.910 --> 00:31:37.230 business with us was the best decision you made? So two things happen. 469 00:31:37.470 --> 00:31:42.109 Okay, number one is they actually give me the answer. I have them 470 00:31:42.190 --> 00:31:45.990 think about it, no rush, let's talk it through. But number two, 471 00:31:47.259 --> 00:31:52.740 that forces them to think about me being with them so that they had 472 00:31:52.900 --> 00:31:55.380 me so we can talk about what would have happened a year from now or 473 00:31:55.500 --> 00:31:59.940 three years from now. Then when I make sure to capture that answer, 474 00:32:00.259 --> 00:32:02.809 and that is the most important thing that I could share back with the customer, 475 00:32:02.930 --> 00:32:08.410 because if I can incorporate what they've asked for from the standpoint of success 476 00:32:08.529 --> 00:32:13.769 criteria, that's how they define it, I'm going to nail exactly what they 477 00:32:13.849 --> 00:32:16.960 want. That's the most important question that I ask and that's that answer. 478 00:32:17.039 --> 00:32:22.720 It's so important that I let them know that I know what they're asking for. 479 00:32:22.680 --> 00:32:27.319 Yeah, it's a really powerful question and you talked about multiple layers and 480 00:32:27.440 --> 00:32:30.509 benefits to it. One I'm thinking about within our business. Again, we're 481 00:32:30.549 --> 00:32:35.309 a software company that people subscribe to and you know I have a number of 482 00:32:35.309 --> 00:32:37.349 different teams. If we know that on the way in the door. Then 483 00:32:37.990 --> 00:32:43.309 we can communicate that internally so that no matter who touches that person or that 484 00:32:43.349 --> 00:32:46.539 Accounter, that team knows what they value, why are they here and what 485 00:32:46.619 --> 00:32:50.539 are they seeking to get out of it, so that everyone's on the scene 486 00:32:50.740 --> 00:32:55.220 page from the beginning. Dah. That's so important you set and that's why 487 00:32:55.700 --> 00:33:00.049 with the customer defines the success criteria from the very beginning. You know what 488 00:33:00.170 --> 00:33:05.369 you're working toward. You might also be able to do something with that answer 489 00:33:05.450 --> 00:33:08.049 that you that you mentioned. I think this is also in the amazing which 490 00:33:08.210 --> 00:33:12.690 is you can be honest with yourself and say and with the honest with this 491 00:33:12.849 --> 00:33:15.720 potential customer and say, you know what, that's not the kind of thing 492 00:33:15.720 --> 00:33:19.240 I can deliver for you. And you go that extra step of even referring 493 00:33:19.279 --> 00:33:23.160 them to a competitor, because so important. You gotta stay in Your Lane. 494 00:33:23.200 --> 00:33:25.960 You have to know what you're really good at and if somebody's going to 495 00:33:27.079 --> 00:33:30.269 ask you, I don't mind being pushed a little bit outside of my comfort 496 00:33:30.309 --> 00:33:34.230 zone, but don't ask me to do something that I don't do in unless 497 00:33:34.589 --> 00:33:37.630 I'm willing to make that part of a regular piece of what I do. 498 00:33:37.029 --> 00:33:42.740 Because I believe in always looking for strategic byproducts. I would never be where 499 00:33:42.740 --> 00:33:45.500 I am today with all the things that I talked about and do if I 500 00:33:45.539 --> 00:33:49.740 did, if I wasn't open minded and willing to listen to what customers are 501 00:33:49.740 --> 00:33:52.660 saying and asking for. But if a customer says to me, Jep, 502 00:33:52.779 --> 00:33:55.089 we really would love for you to do a program on time management, you 503 00:33:55.170 --> 00:33:58.970 know what, I really don't have a lot of experience on teaching that. 504 00:33:59.049 --> 00:34:00.490 I mean, I think I'm pretty good at doing it myself, but I 505 00:34:00.609 --> 00:34:06.009 don't think that's I'm your expert for that and I'm very quick to tell people 506 00:34:06.009 --> 00:34:08.050 I'm not the right guy and I will help you find the right guy. 507 00:34:08.289 --> 00:34:10.559 By the way, I have an advantage. I'm a member of the National 508 00:34:10.599 --> 00:34:15.960 Speakers Association. Was President of the association several years ago, so I know 509 00:34:15.199 --> 00:34:20.119 thousands of speakers that I could recommend if it's not the right fit, right 510 00:34:20.280 --> 00:34:22.639 and and the clients love it, the other speakers love it and and you 511 00:34:22.719 --> 00:34:28.070 know, everybody wins. So good. That speaks to where I always like 512 00:34:28.269 --> 00:34:31.710 to end these awesome conversations. I really value your time and your insight hip 513 00:34:31.789 --> 00:34:35.829 and they thank you for spending this time with me and for all the folks 514 00:34:35.869 --> 00:34:38.500 listening. You know, you're just right there with relationships right. We're in 515 00:34:38.579 --> 00:34:43.460 a business ecosystem. None of our success is ours alone. We rely on 516 00:34:43.579 --> 00:34:45.579 other people, you know, to be successful in our work, and so 517 00:34:46.019 --> 00:34:49.860 I like to give you the chance, as a guest of the customer experience 518 00:34:49.940 --> 00:34:53.210 podcast, to thank or mention someone had a positive impact on your life or 519 00:34:53.289 --> 00:34:57.489 career. And you've already mentioned a couple of companies, but maybe off for 520 00:34:57.530 --> 00:35:01.409 another one that's delivering a great experience for you as a customer. So those 521 00:35:01.449 --> 00:35:05.809 are two questions, not one. Okay, okay, sends two separate questions. 522 00:35:05.849 --> 00:35:09.360 Let's start with a great company in my book, the Convenience Revolution. 523 00:35:09.800 --> 00:35:13.960 I have big brands that we've all heard of, you know. You mentioned 524 00:35:14.079 --> 00:35:19.039 Uber, and you know, making things convenient, disrupting and Amazon and Microsoft 525 00:35:19.280 --> 00:35:23.349 and Wall Street Journal. Leaven. There's a car dealership that, after twenty 526 00:35:23.389 --> 00:35:27.789 five years of doing business with this dealership that I used to go to, 527 00:35:28.349 --> 00:35:31.630 I now do business with this one for the last almost eight years and I 528 00:35:31.829 --> 00:35:36.300 happen to be out driving around with my wife and she says you need a 529 00:35:36.380 --> 00:35:37.619 new car. Oh, that's the one I want you to look at. 530 00:35:37.780 --> 00:35:42.179 And now we're nowhere near my home. We're like ten plus miles away. 531 00:35:42.619 --> 00:35:45.099 And okay, I'll go in there and of course the salesman says, what 532 00:35:45.139 --> 00:35:46.139 can I help you find today? And I I thought, you know, 533 00:35:46.179 --> 00:35:50.050 I'm just looking. I know that's what everybody says. You know what, 534 00:35:50.170 --> 00:35:52.369 I don't mind if you're just looking. If you want to drive a car, 535 00:35:52.530 --> 00:35:55.570 that's fine too. And I drove that car. It was great and 536 00:35:55.650 --> 00:35:59.690 I came back and I jokingly said to him what's going to take for you 537 00:35:59.730 --> 00:36:01.250 to get me in this car today? And he thought about it. He 538 00:36:01.329 --> 00:36:04.679 goes, wait a minute, that's that's something like I should say to you. 539 00:36:05.719 --> 00:36:07.400 And I said, seriously, I'd love to buy the car from you, 540 00:36:07.519 --> 00:36:09.880 but you are too far away. If I have to drive here in 541 00:36:09.960 --> 00:36:15.760 the morning and traffic our to get my car service, it's like an hour 542 00:36:15.880 --> 00:36:17.360 plus round trip. They're going to pick it up later on in the day. 543 00:36:17.360 --> 00:36:21.269 I can't. I mean it's just easier to keep doing business with WHO 544 00:36:21.309 --> 00:36:23.949 I've been doing business with, who, by the way, is walkable distance 545 00:36:23.989 --> 00:36:28.230 from my office. Wow, yeah, that's pretty easy. And this is 546 00:36:28.349 --> 00:36:30.710 what the guy says to me. He looks around. He says, do 547 00:36:30.750 --> 00:36:35.219 you see a waiting room anywhere in this dealership? And I said, well, 548 00:36:35.260 --> 00:36:36.980 I don't see it. He goes, well, we have one, 549 00:36:37.300 --> 00:36:39.340 but it's very small. It's behind this wall and it's very nice, by 550 00:36:39.380 --> 00:36:43.420 the way. Coffee, TV, Internet, everything you need, but hardly 551 00:36:43.460 --> 00:36:45.340 anybody ever uses it. And here's why. Because when you buy a car 552 00:36:45.460 --> 00:36:49.929 from us, we will bring the car to you and every time you need 553 00:36:50.050 --> 00:36:52.449 service, will bring you a loaner which, by the way, will be 554 00:36:52.489 --> 00:36:55.809 a brand new demonstrator for you to try out with the latest and greatest model 555 00:36:55.849 --> 00:36:59.690 is, and then we'll pick your car up and we'll bring it back when 556 00:36:59.690 --> 00:37:02.480 it's done. The only time you ever come in here is to buy another 557 00:37:02.639 --> 00:37:08.559 car, and that is amazing. Yeah, and guess what happened? I 558 00:37:08.639 --> 00:37:12.239 said we'll write up the deal, and he goes really, I go yeah, 559 00:37:12.320 --> 00:37:14.599 and and I mean I'm I think I'm ready to buy the car. 560 00:37:14.760 --> 00:37:17.869 I just I didn't come here expecting to actually buy it today. But he 561 00:37:17.949 --> 00:37:20.949 goes, I'M gonna write up the deal. And here's the thing. I 562 00:37:21.070 --> 00:37:23.789 really believe we're competitively priced. So take it and go check with the other 563 00:37:23.869 --> 00:37:27.550 dealership and if we're not, let us know because we want you to get 564 00:37:27.550 --> 00:37:30.460 the best feel too. I said sure, and it was competitive that. 565 00:37:30.460 --> 00:37:31.500 I don't know it was the lowest prey, but it was close enough. 566 00:37:31.820 --> 00:37:36.780 Did you even shot that or did you just like just the policy alone was 567 00:37:36.820 --> 00:37:39.260 enough to build that count? It was, but no, you know my 568 00:37:39.579 --> 00:37:44.099 I'm a customer service guy, so I had to know if my my original 569 00:37:44.139 --> 00:37:47.210 dealership would honor what they were offering. And at first they said no, 570 00:37:47.409 --> 00:37:51.690 we really don't do that, but you know what, will do it, 571 00:37:51.809 --> 00:37:54.409 but it'll cost you an extra five hundred dollars. What. Okay. Then 572 00:37:54.449 --> 00:37:58.170 they say, okay, don't worry about the five hundreds, will do it 573 00:37:58.289 --> 00:38:01.119 as long as the car's under warranty, and I go, well, well, 574 00:38:01.199 --> 00:38:04.960 what happens if I keep it longer than three or four years, which 575 00:38:04.960 --> 00:38:07.360 I do, and they said well then you know, and I go okay, 576 00:38:07.440 --> 00:38:10.239 never mind, and I left. But the price was close. I 577 00:38:10.320 --> 00:38:15.190 mean they were probably even a little less expensive, but then the new dealership 578 00:38:15.710 --> 00:38:17.909 didn't matter. I love these people and they do a great job. And 579 00:38:19.030 --> 00:38:21.789 guess what I'm now I'm getting rid of by a third car from them, 580 00:38:21.909 --> 00:38:24.349 so that's not bad. An anytime and like. So, so that's it. 581 00:38:24.469 --> 00:38:29.900 That is a disruptive process, right, like, right, whatever it's 582 00:38:29.940 --> 00:38:32.059 rupts the whole thing because it changes it sets a whole new expectation. But 583 00:38:32.380 --> 00:38:36.619 you just said something there that is, to me, one of the best 584 00:38:36.659 --> 00:38:37.699 things you can hear, and we hear it. We hear it regularly, 585 00:38:37.980 --> 00:38:42.570 like renews my my confidence and excitement about all the work that I do, 586 00:38:42.809 --> 00:38:45.650 which I have a lot of inherently anyway. But when you hear it back 587 00:38:45.650 --> 00:38:50.489 from people, it's great. You said I love of these people. That 588 00:38:50.690 --> 00:38:53.650 is a big deal, like, and you just did it naturally. And 589 00:38:53.769 --> 00:38:57.800 here's the cool part. I don't really remember many of the people. I 590 00:38:57.920 --> 00:39:02.280 just remember my salesperson. So this is something I termed the awesome responsibility, 591 00:39:02.360 --> 00:39:07.719 where one person represents all of the people who work there, and he did 592 00:39:07.760 --> 00:39:10.150 a great job. This was the kind of dealership I want to do business 593 00:39:10.230 --> 00:39:14.750 with. And, by the way, they've managed to meet my expectation of 594 00:39:14.909 --> 00:39:19.550 this level of service. They've been great to work with and, and here's 595 00:39:19.590 --> 00:39:22.670 the cool part. Some and by the way, you use the word disruption. 596 00:39:22.269 --> 00:39:27.820 You don't have to disrupt an industry, just disrupt your competition. That's 597 00:39:27.860 --> 00:39:31.539 what this dealership did. They found out something that they could do that others 598 00:39:31.780 --> 00:39:36.659 wouldn't, and it was delivery, and they send a guy out with the 599 00:39:36.739 --> 00:39:40.050 keys to the you know, the Loner car, to swap for my car. 600 00:39:40.530 --> 00:39:44.769 This is the ambassador. Okay, this is like they send some old 601 00:39:44.769 --> 00:39:46.570 guy out, this kind of retired, and this is his job and he 602 00:39:46.690 --> 00:39:50.130 loves doing it because he gets to talk to people. This is like the 603 00:39:50.289 --> 00:39:53.679 Walmart greeter on steroids, you know, gets to interact with me, because 604 00:39:53.840 --> 00:39:59.119 that is the relationship that I have with this dealership, outside of paying the 605 00:39:59.280 --> 00:40:02.320 bill for when I have service, and then I'll eventually go in and meet 606 00:40:02.559 --> 00:40:07.190 with my advisor, my sales person again. But the point is in between 607 00:40:07.550 --> 00:40:09.710 people. So well, how do they stay connected? They don't. You 608 00:40:09.789 --> 00:40:14.110 don't go into the dealership. Oh No, they send the right guy out 609 00:40:14.190 --> 00:40:16.230 to take care of me, and that's important. So there you wanted an 610 00:40:16.269 --> 00:40:19.989 example. I know we went a little on it. I think it's important. 611 00:40:20.110 --> 00:40:22.300 Yep, as good, because you got into like you real, real 612 00:40:22.460 --> 00:40:25.860 process there and you don't need to buy a bunch of new tools and technology 613 00:40:25.940 --> 00:40:30.739 or anything to I mean that all helps in your you know, refer to 614 00:40:30.780 --> 00:40:34.179 ai in the way it you tied together with your human staff and make the 615 00:40:34.179 --> 00:40:37.210 humans more equipped to serve people. Better than all that, this is just 616 00:40:37.329 --> 00:40:42.409 a straight process of physical transaction, of I'm going to put a guy in 617 00:40:42.449 --> 00:40:45.289 a car, he's going to drive to where you are, you're going to 618 00:40:45.329 --> 00:40:46.769 exchange Kee's, he's going to drive your car back and then do the same 619 00:40:46.769 --> 00:40:50.559 thing again as soon as the surves is so smart. He's going to be 620 00:40:50.639 --> 00:40:54.840 nice, he's going to make you feel like the dealership loves me. Yeah, 621 00:40:54.920 --> 00:40:59.800 it's good, and apparently it's mutual. Um. Now, thinker mentioned 622 00:40:59.800 --> 00:41:02.480 someone's had a power, somebody that's had a great profound effect on me and, 623 00:41:02.719 --> 00:41:06.789 by the way, so many people I could mention, but I'm going 624 00:41:06.829 --> 00:41:09.389 to mention the guy mentioned the most, and that is my mentor and who 625 00:41:09.429 --> 00:41:14.989 I refer to as my illegitimate father, Bud Dietrich, but it passed away 626 00:41:15.030 --> 00:41:17.309 a few years ago in his late s. But when I first started my 627 00:41:17.349 --> 00:41:21.139 business back in one thousand nine hundred and eighty three, pretty much right out 628 00:41:21.179 --> 00:41:23.260 of college, Bud said to me, so you're going to be a speaker. 629 00:41:23.300 --> 00:41:28.219 HMM, you know what to be successful? This is what I think 630 00:41:28.260 --> 00:41:31.059 you need to do. You need to work eight hours a day, five 631 00:41:31.059 --> 00:41:36.969 days a week, doing nothing but building relationships and getting people to want to 632 00:41:36.969 --> 00:41:40.289 hire you. That's what your job is now. That isn't writing the speech, 633 00:41:40.610 --> 00:41:44.929 that's not doing paperwork and pay the bills. You can do that on 634 00:41:44.969 --> 00:41:49.079 the evenings and weekends. So but if you spend forty hours a week at 635 00:41:49.239 --> 00:41:53.079 getting the business, you'll probably get the business. So I summarize that by 636 00:41:53.119 --> 00:41:57.559 saying the job isn't doing a speech, which is a lot of what I 637 00:41:57.679 --> 00:42:01.829 get paid to do. The job is getting the speech. So any business 638 00:42:01.869 --> 00:42:06.110 you have that you know it's it's like, I mean, I could sell 639 00:42:06.150 --> 00:42:07.949 a car, but I can't sell a car unless I have a customer coming 640 00:42:07.989 --> 00:42:12.030 in to meet with me to buy that car. So once I start to 641 00:42:12.030 --> 00:42:15.630 build a relationship with the customer and get them to buy, once I want 642 00:42:15.670 --> 00:42:17.260 to make sure I treat them in such a way that they want to buy 643 00:42:17.300 --> 00:42:22.179 again and again and again. The job isn't doing what it is that you 644 00:42:22.260 --> 00:42:24.860 do. It's getting the customer, getting them to buy what it is. 645 00:42:24.980 --> 00:42:30.769 So he profound effect, my mentor Bud d trick, God love Them God 646 00:42:30.889 --> 00:42:35.170 rest in peace, and maybe made rest in peace. Unbelievable Guy, wonderful 647 00:42:35.730 --> 00:42:37.250 ship. This has been great. I already thank you for your time. 648 00:42:37.289 --> 00:42:40.489 You gave me even more here and also gave it to all the folks who 649 00:42:40.489 --> 00:42:45.280 are listening. If people want to follow up, they maybe want to check 650 00:42:45.320 --> 00:42:49.199 out your website or check out on social pick up a couple books. How 651 00:42:49.320 --> 00:42:52.320 would you encourage people to connect with you? Sure, the easiest way is 652 00:42:52.320 --> 00:42:54.639 Hikencom, hy K and, but you know, you can go on Amazon 653 00:42:54.679 --> 00:42:57.920 and put my name in. You can. You know, I'm on twitter, 654 00:42:57.960 --> 00:43:01.949 at hike and Instagram, facebook. You can find me everywhere. A 655 00:43:02.070 --> 00:43:07.309 Cool Hi can, hy K N, hikencom, hike and on twitter. 656 00:43:07.710 --> 00:43:08.869 Chep, thank you so much for your time. I hope you have a 657 00:43:08.949 --> 00:43:12.429 great rest of your day. Thank you, you too. Even thank you. 658 00:43:14.179 --> 00:43:17.099 You know, typically when we think about innovation we think about technology elogy, 659 00:43:17.340 --> 00:43:22.980 but CHEP's story there of the car dealership shows that a simple business process 660 00:43:22.059 --> 00:43:29.210 change can be innovative and dramatically improved customer experience. CHEP also shared some of 661 00:43:29.250 --> 00:43:32.929 the ways that he enjoys using video. If you want more ideas and guidance 662 00:43:34.050 --> 00:43:39.170 on incorporating simple personal videos in your customer communication, pick up. Rehumanize your 663 00:43:39.210 --> 00:43:45.079 business as a hardcover, as a digital book or as an audiobook. Search. 664 00:43:45.320 --> 00:43:52.039 Rehumanize your business at Amazon or visit bombombcom forward slash book. That's bomb 665 00:43:52.440 --> 00:43:58.269 bombcom book. My name is Ethan Butt and I appreciate you listening to be 666 00:43:58.429 --> 00:44:02.829 tob growth. For the longest time I was asking people to leave a review 667 00:44:02.989 --> 00:44:07.389 of BB growth and apple podcasts, but I realize that was kind of stupid, 668 00:44:07.550 --> 00:44:12.980 because leaving a review is way harder than just leaving a simple rating. 669 00:44:13.500 --> 00:44:15.460 So I'm changing my tune a bit. Instead of asking you to leave a 670 00:44:15.500 --> 00:44:19.420 review, I'm just going to ask you to go to beb growth and apple 671 00:44:19.460 --> 00:44:23.530 podcasts, scroll down until you see the ratings and review section and just tap 672 00:44:23.650 --> 00:44:28.210 the number of stars you want to give us. No review necessary, super 673 00:44:28.289 --> 00:44:31.250 easy and I promise it will help us out a ton. If you want 674 00:44:31.289 --> 00:44:35.849 to copy on my book content base networking, just shoot me a text after 675 00:44:35.889 --> 00:44:38.000 you leave the rating and I'll send one your way. Text me at four 676 00:44:38.039 --> 00:44:42.360 o seven for and I know three hundred and three two eight