We know that an Ultimate Customer Experience ® has to be consistently delivered — it cannot be a random occurrence. That’s one way that automation and AI can help a business of any size. However, we also know that customers want humanity and transparency. On today’s PROJECT DISTINCT, Scott McKain addresses that conundrum, and offers some thoughts on how we walk that fine line between efficiency and engagement.
In his recent book, ICONIC, Scott McKain revealed that organizations and professionals who achieve the highest level of distinction “play offense.” In other words, they take charge rather than focus on being reactive to situations in their respective marketplaces. On today’s PROJECT DISTINCT, Scott relates six steps to an offensive mindset that will allow you to take charge and become iconic.
Yesterday’s episode dealt with organizations that leverage information on customers to provide as little service as possible. Today’s PROJECT DISTINCT looks at the flip side: quantifying the return a business obtains through an Ultimate Customer Experience ®. Scott McKain reveals research published in Harvard Business Review and discusses why now is the time the discussion should be over: it doesn’t matter what you might think…the evidence clearly shows companies and professionals who deliver a better experience are more profitable than the competition.
Artificial intelligence can be used to help us know more about our customers and serve them more effectively. But, what happens when some companies use it to wring every cent from a customer and take them right to the breaking point? It’s happening, according to the Wall St. Journal — and today’s new PROJECT DISTINCT discusses what smart, iconic companies do instead.
You’ve probably had it happen to you — a sales professional that tells you more about the product than you want to know, while ignoring your needs. Why does that happen? Why do we often fall into the same trap with our customers? That’s the topic of today’s PROJECT DISTINCT with Scott McKain. We’ll take a look at the two major reasons that we often are so focused on our products that we don’t center our approach on our customers. It’s a revealing insight for you on today’s episode!
Following up on yesterday’s episode, Scott McKain dives deeper into the importance of storytelling, why you can never start as the hero, and why it’s so critical that you tell the story of your company, department, or team. In fact — you should be telling YOUR personal or professional story, too! That’s the subject for today’s PROJECT DISTINCT!
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