You first have to answer one critical question…

Here’s why this isn’t the type of Word of Mouth you want. The four conditions above are what we call THE FOUR COMMODITY FACTORS. When a business competes on any of these four factors, they act like a commodity. And when a business acts like a commodity, its customers treat them this way. If a competitor beats you in any of the four factors, your customers leave and will most likely buy from them. They buy because you have the best of one (or more) commodity factors.

And the number one reason they buy from a business based on one of the Four Commodity Factors is that they are competing on their Product or Service. Competing based on their products or services generally leads to competing as if they were a commodity and in one of the Four Commodity Factors.

However, if your customers tell others to buy from you because of HOW YOU TREAT THEM, because they completely TRUST YOU, or because you go out of your way to HELP THEM IMPROVE THEIR LIFE OR BUSINESS, you are building the right kind of Word of Mouth.

SIDE NOTE: I have never understood why businesses spend so much time and money on “customer acquisition” instead of spending on “customer retention.” After 30+ years in business, my only conclusion is that they truly don’t understand how to retain their customers…how to get them to a point where they have become ADVOCATES and do their marketing for them. This is a topic for many other posts in the future.

In case you didn’t catch it, I gave you the answer above on HOW TO BUILD MASSIVE WORD OF MOUTH. The three things a business absolutely positively has to do to make this happen are BUILD TRUST, give your customers an INCREDIBLY AWESOME AND AMAZING EXPERIENCE, and find ways to HELP THEM IMPROVE THEIR LIFE OR BUSINESS.

Sounds easy and straightforward, right? It is, and it isn’t. It is straightforward but incredibly difficult…as evidenced by so few companies achieving this coveted position in their market.

For example, let’s take one of these three factors, TRUST, and discuss WHY it is so critically important. Here’s the simple answer…

Would you? Nope…not a chance. Think of it another way. Let’s say someone asked you where you bought a particular product. You gave them the name of a business. Then they ask you the killer question, “DO YOU TRUST THEM?” If you don’t give them an immediate and resounding YES, they won’t go there. They will know you bought from them because of one of the Four Commodity Factors instead of because you TRUSTED them.

Trust is absolutely positively critical if you want true Word of Mouth.

You can read more about how to build trust on my website if you are interested and in several of the blog posts I have written. Again, it is straightforward but not easy. In fact, building trust is one of the hardest things my clients struggle with implementing in their organizations. Lots to talk about here at another time. Suffice it to say, focus on BUILDING TRUST, and you will become the one your customers talk about…GUARANTEED. You will build MASSIVE Word of Mouth faster than you could ever do with any other formula you might try…GUARANTEED.

So, if you truly want to build MASSIVE WORD OF MOUTH, focus on the THREE CORNERSTONES of BUILDING TRUST, giving your customers an INCREDIBLY AWESOME AND AMAZING EXPERIENCE, and HELPING THEM IMPROVE THEIR LIFE OR THEIR BUSINESS. You will create an army of Advocates and Marketing Agents who will go out of their way to tell others about your business. They will literally do your marketing for you…at zero cost…guaranteed! I hope this helps…

So WHAT IS IT that makes Disneyland so special? WHAT IS IT that separates them from the pack of competitors? WHAT IT IS that allows them to have this special distinction of "the happiest place on earth" as a DIFFERENTIATED LEADER  in their industry and stand out from their competitors?

I think you would agree that it isn't their PRODUCTS and SERVICES.

Products and services are COMMODITIES, and their products and services are pretty much the same as all their competitors offer. These are NOT the primary DIFFERENTIATORS for Disneyland.

Disneyland is unique, special, and differentiated because of THE WAY THEY MAKE ME FEEL! They make me feel SPECIAL, IMPORTANT, and LIKE I MATTER to them. That's the secret sauce for Disneyland.

Sounds simple, right? It isn't.  

It isn't simple because it's incredibly tough for a business to make its customers feel special, important, or like they matter. Organizations pitch their products and services, undercut their competitors, throw out a bunch of noise in the market, and try to win you over with one or more of the FOUR COMMODITY FACTORS of Price, Availability, Terms, or Location.

THIS DOESN'T WORK TODAY…and hasn't for the past 20 years!

Let me stop and ask you to turn the tables and put your own business into this equation. Start by asking yourself one simple question…

Without knowing your company, my bet is (if you answer honestly) the answer is NO. I can say this pretty confidently since research shows that less than 25% of companies can say this is their culture. I know it's a sad statistic…but it also represents a tremendous opportunity for those who want to be truly and unquestionably differentiated.

Here's how you can create TRUE AND UNQUESTIONABLE DIFFERENTIATION…just like Disneyland!

This is heavy-lifting work…it isn't easy. While the outline I just gave you probably looks pretty straightforward and doable, which it is, it isn't easy to implement. Some clients I work with take many months to make this happen. While it depends on your organization, don't think for a minute this will just happen. We're talking about culture here, which is never easy to change. But you will slowly get there if you take small steps and achieve success along the way.

While this is super exciting and exhilarating when you see how your customers react, don't be too aggressive…walk before you run. This is powerful when you get it working in your organization, so give it time to work.

The results you will see are going to be amazing…GUARANTEED. There isn't an organization out there (for-profit or not-for-profit) that hasn't seen positive results when they become CUSTOMER OBSESSED and GO BEYOND DIFFERENTIATION. You will as well…guaranteed…if you follow these steps and don't get ahead of yourself.

Now you have a recipe to get you closer to becoming the Disneyland in your industry. It can and will happen if you invest in these steps and your people…GUARANTEED.

CULTURE

If you just read that word and immediately want to dismiss the rest of what I have to say because you think you have a great one, you have this issue. Or if you read that word and think it is just a “motherhood and apple pie” word, you have this issue. I can safely say both of these because, by far, most companies have the issue of a lack of trust.

If you’re still reading, you’re in luck. I will help you see why this is such a paramount issue and give you some ideas to consider so you can start moving forward and get past it.

Without question, the number one reason your customers don’t trust your business and your employees is that they don’t keep their PROMISES. And before you try to justify that you do, my suggestion is first to ask your customers. I talk to many customers, and it is, without question, one of the biggest thorns in their side about most businesses.

No, having the same sentence here twice was not a mistake…it was meant to drive the point home that this is a massive, critical, paramount issue with most businesses. They don’t keep the promises they make to their customers.

Sometimes it is intentional, and other times they are made inadvertently. And still, other times, they may just be inferred or implicit promises in the customers’ minds. Regardless of how they are made or implied, the customer hears the word PROMISE and expects it to be kept.

There’s much more I can talk about concerning this issue of PROMISES, but that’s not the point I want to make in this article. The point is this…

WHY AREN’T THE PROMISES BEING KEPT?  CULTURE

There’s that word again.

If the organization’s CULTURE and CHARACTER aren’t built around keeping the promises you make, they won’t. The culture of the organization is what sets the tone for how people act.

If leadership hasn’t built this into the CHARACTER of the organization’s VALUES, it won’t happen. Keeping promises is a way of life, not something you have to think about doing. It needs to be “just what we do” as an organization. And it needs to be “just who we are” as a group of employees and leaders. This is why it is CULTURAL, not transactional.

Look at it from the customer’s perspective.

If you, as a customer, always wonder whether an employee will keep their promise, you don’t trust them. How can you? You never know if they are going to keep their promise or not. The uncertainty of knowing if this will happen will never build trust with a customer. Would it be with you? Of course not. If we’re always left wondering whether or not a business will keep its promises, there is no trust.

Here’s a simple example everyone reading this can relate to at some point in their life.

You are going out on your first day with someone you like and want to keep seeing them. So you decide to be honest with them from the start (always a good idea). So during dinner, you tell them, “I just want to be honest with you…I only keep about 60% of my promises…and I’m not sure which ones they will be.” (I use 60% because that is generally the average number an excellent business will keep). Your date’s response will be one of two things. Either they will get up and leave right away, or they will finish the dinner and let you buy and then leave…never planning on seeing you again.

This is a simple example, but isn’t that also what our customers do? When they see us not keeping our promises, they leave when there is a better deal in the market because they have no loyalty to us.

This is why KEEPING YOUR PROMISES is paramount and absolutely critical if you want to BUILD TRUST. And the only way to ensure your employees keep their promises is if you HAVE A CULTURE WHERE THIS IS JUST WHAT WE DO.

Ask yourself the tough questions…

Gut check time. The answers to these can change your business forever…guaranteed. Now you have to ask yourself if you are willing to transform and create a new CULTURE OF BUILDING TRUST.

Companies that GO BEYOND DIFFERENTIATION have this culture…it’s who they are.

What To Do Next...

If you want to know more about how to do this in your organization, start by reading more articles/posts on my website. It will be a great way to better understand how this works and help change your thinking to being CUSTOMER OBSESSED…which is the foundation for making this happen in any organization. And always, if you have a question, call or email me…I’m happy to give you more guidance along your journey (always complimentary, of course).

Focusing on other critical factors outside your products or services will be more important in 2023 than in previous years…factors designed to attract more customers while increasing their loyalty and retention. But, most of all, create Advocates in your audience.  

Customers today are much more deliberate about how they spend their dollars, and their buying power has decreased, so they are much more discerning with where and how they spend these dollars. This applies to B2B (business to business) and B2C (business to consumer) businesses in addition to non-profits looking for income. Regardless of your industry, differentiating in ways outside your products and services will separate the leaders from the followers in 2023 and beyond.

Two Primary Issues Businesses Are Facing in 2023

First, with high inflation and a recession looming (if not already here), everyone is “protecting” their dollars more today than in the past several years. They are worth less, so they are much more discerning about where they spend them. They are spending more time researching and investigating a business before parting with their money.

With the inflation rate alone, everyone has less money to buy their goods. And they may be forced to buy fewer products or services or spread the time out between purchases. All of these mean less revenue (and profitability) for a business. With fewer dollars available, it is more important than ever to capture as much of a customer’s spending as possible…increasing their share of wallet.

Businesses that aren’t viewed as “differentiated” in the eyes of the customer will find customer loyalty non-existent. Companies will be forced to find, attract, and capture new customers continually…which is incredibly expensive. Each dollar a business gets from a customer will cost more to acquire than it has over the past few years.

Second, there is an abundance of products and services available for your customers to choose from today with just a few clicks. More and more products (and services) are available to us from all over the world. This mass increase in products and services has forced customers to purchase based on the “Four Commodity Factors” more than in recent years.

In 2023 and over the next few years, customers will be purchasing more based on these Four Commodity Factors. These factors are…

When customers don’t feel a business is “differentiated,” they have no choice but to shop based on one or more of these factors, and there is no other alternative. When there isn’t enough tangible differentiation in the eyes of the customer, they have no loyalty to one business over another. When this happens, a business needs to spend more money to attract customers, directly impacting revenue and profitability.

When an organization builds a “culture” that differentiates itself based on factors beyond its products and services, it can separate itself from its competitors. They can escape the trap of being viewed as “just like everyone else.” They can stand out in a crowded and noisy marketplace.

Businesses that successfully transition their organizational culture to one that focuses on GOING BEYOND DIFFERENTIATION reap many benefits, such as…

To truly differentiate a business in today’s highly competitive market, they need to utilize the THREE CORNERSTONES, moving them from “looking like everyone else” to “standing out” from their competitors. These three factors will change any organization, regardless of industry or size, from a “me too” to one that gets talked about in the market…becoming “REMARK”able.

I’ll share more about these three Cornerstones and why they are such “game-changers” in today’s highly competitive and commoditized market. I hope you’ll continue reading…I can guarantee it will change your business.

So what do you do? What can you do to show your customers and clients how much you appreciate them without adding to their already high-stress levels? Let me share with you a new way of thinking about the holidays…one that will help demonstrate your business has GONE BEYOND DIFFERENTIATION and doesn’t look like every other business in your market.

I want to stretch your thinking…FROM YOUR CUSTOMERS’ POINT OF VIEW.

The goal of going BEYOND DIFFERENTIATION is to be SIGNIFICANTLY DIFFERENT from your competitors. If you want to be viewed as DIFFERENT in your customer’s eyes, YOU CAN’T DO THE SAME THINGS YOUR COMPETITORS DO. If you do, you’ll look just like them…NO DIFFERENTIATION.

You will look like a COMMODITY to them, and they will lump you with all your competitors. In as short as a few days, weeks, or months, THEY WILL NEVER REMEMBER WHAT YOU GOT THEM (unless it is super expensive and exotic).

I’m pretty sure this isn’t what you want, and I’m also pretty sure you intend to be MEMORABLE in their eyes, so they think positively about you in the New Year. And I’m also pretty sure you want to look DIFFERENT than all your competitors, so you STAND OUT from others.

You want them to REMEMBER YOU and know how much you appreciate them because of the gift you gave them…that’s the goal.

Oh, and about those Christmas cards. How many hundreds of cards (personal and professional) do your customers get during the holiday season? What makes you think they will remember yours? That will not happen…unless there is a $1000 gift card enclosed, which probably isn’t going to happen either. Since cards are rarely memorable, stop sending them out.

THERE IS A BETTER WAY TO BE REMEMBERED BY YOUR CUSTOMERS...

Let me share a new way of thinking that will demonstrate that you are different from all your competitors. One that will make you MEMORABLE throughout the year, not just during December.

Think beyond Christmas…the busiest time of the year. What happens after Christmas and New Year’s Day? Not much. Everyone is recovering from the holidays and slowly getting back into the swing of things as they kick off the New Year. Things are quiet in January as everyone is getting ready to execute their new plans. I can’t think of a better time to stand up and get noticed…when things are calm, and no one is clamoring for their attention. NOW IS THE TIME TO DO SOMETHING SPECIAL FOR YOUR CUSTOMERS!

NO ONE IS DOING SOMETHING SPECIAL FOR THEIR CUSTOMERS IN JANUARY…NO ONE!

This is the perfect time to show your customers how much you appreciate them. It will be MEMORABLE because no one else is doing this in January. It will be unique because you can put your gift around a THEME for a particular day of the month. For example, there is a themed day every day in January. You can check it out by visiting THE SPRUCE and checking out Days to Celebrate in January. Here’s a picture of the calendar they post on their page…

Pick a day and build something fun around it. You can be incredibly creative and WOW your customers. This is an excellent time for marketing to step up and put their creative juices to work. I would pick January 18th, National Gourmet Coffee Day, if it were me. I love coffee, and I bet that many of your customers like it (or tea). What a great time to put together something special and exotic centered around coffee to thank them for making 2022 a great year! For example…

But most importantly, you are doing something DIFFERENT and MEMORABLE. You will definitely STAND OUT in the eyes of your customers. You no longer follow your competitors who inundated them with gifts and cards during their busy time of the year. And you are doing something that shows them how much they really mean to you…when NO ONE ELSE IS DOING THIS. This is the mindset businesses have when they go BEYOND DIFFERENTIATION.

And one final thing to keep in mind. When you break this mold of being like everyone else at Christmas, you have now set a NEW STANDARD by which all competitors will be measured. Even if your competitors try to copy what you created, they will be viewed as a “ME-TOO” and not original like your business. You will OWN THE SPOT OF CREATIVITY in the eyes of your customers.

Still think they want Christmas cards and gifts?

If you do, I can’t help you with that…join the pack. If you don’t, get ready for an exciting year ahead and one your customers talk about all year long. You will get a taste of what it’s like when your business decides to do everything differently and go BEYOND DIFFERENTIATION.

What To Do Next...

Stop your plans to do anything for Christmas with your customers. Get your leadership team and marketing together and GET CREATIVE. Use the calendar I shared with you, or find another one you like better. Brainstorm and facilitate a meeting to brainstorm fun and unique ways to honor and recognize your customers and clients. If you need some input, shoot me an email, or let’s grab a coffee, and I can help you brainstorm. JUST DO SOMETHING.

If you want to learn more about HOW you can go BEYOND DIFFERENTIATION, I have a ton of resources on my website (WOM10.com), you can read my latest book, and you can read my blog posts. These will give you an excellent foundation to start building a CUSTOMER OBSESSED CULTURE that will elevate and DIFFERENTIATE your business from your competitors…guaranteed!

If this is what you want for your business, you can get it! You start by creating this culture and incorporating the CORNERSTONES to go BEYOND DIFFERENTIATION. Solid knowledge of what it takes to GO BEYOND DIFFERENTIATION is a great place to begin your journey.

As usual, if you have any questions or need assistance along the way, feel free to shoot me an email or give me a call, and I’ll be happy to answer your questions or give you some guidance…complimentary, of course. I want you to create massive LOYALTY and ADVOCACY in your own business and become the envy of your competitors…helping you GO BEYOND DIFFERENTIATION.

The problem businesses face in today's highly COMMODITIZED world is that customers aren't seeing significant DIFFERENTIATION between their competitors. They make their purchasing decisions based on one or more of the FOUR COMMODITY FACTORS (price, terms, availability, and location) instead of the factors that build CUSTOMER LOYALTY/RETENTION and, ultimately, ADVOCACY. Businesses need to break out of this "commodity model" if they truly want to DIFFERENTIATE themselves.

I had the opportunity to be SURPRISED recently by a company that demonstrated they put their customers first…YETI. My experience showed me they GET IT and understand one of the critical components of how to GO BEYOND DIFFERENTIATION. They demonstrated that their customers are important and MATTER and are at the CENTER OF THEIR BUSINESS.

While YETI has excellent products, this isn't their primary differentiator, in my opinion… it's their CUSTOMER OBSESSED CULTURE. They eclipse their competitors in two areas…their products and their WOW EXPERIENCE. Here's why.

The YETI Experience..

I recently contacted their Customer Service department about an issue with the lid on one of my travel mugs. I have several Yeti products, which are excellent…they are well known for making exceptional products. And while you might think this is a trivial issue, which it is, they are some of the best issues to test how companies treat their customers.

If you think their products are their primary differentiator, they aren't. There are certainly other competitors that also make excellent products similar to those offered by YETI. And even though their products put them with other leaders in their industry, it isn't what's earned me as a lifetime customer.

A few weeks ago, I lost the magnetic part on the lid that closes off the drink opening from one of my travel mugs. Without it, the lid is pretty worthless. Rather than throw it away, I contacted their customer service department to see if I could just order this individual part.

I called their customer service department and was connected to a wonderful lady, Jade. She was pleasant, upbeat, and incredibly helpful. I explained my issue and wanted to know if I could just buy another magnetic closure since I had lost mine. She knew exactly the part I was talking about and immediately offered to send me a brand-new lid…free of charge! Even though she knew this was an "operator error" on my part (I lost it), she didn't question me about it. She just wanted to solve my problem quickly and efficiently.

She collected my information and saw that I was a past customer. She was delightful, efficient, and very helpful. I received the replacement at no charge within about a week!! Below is the transcript from the email I received from her…

Hello Blaine,

Thank you for reaching out to YETI! I am so sorry to hear about your YETI 10/20 oz MAGSLIDER LID.

I went ahead and sent you out a complimentary replacement which should arrive in about 3-5 business days. For your reference, your order number is XXXXXX. You will receive an email with tracking information when it ships out.

Please feel free to contact us if you have any questions or need further assistance.

Adventure on!

The YETI Outfitters
Jade B
YETI Help Center

An enjoyable, personable, and caring response…one that demonstrated I MATTERED to YETI. This was a tiny part that didn't cost them much, but it was incredibly important to me. They responded with a WOW EXPERIENCE and demonstrated I am important to YETI.

I LOVE THEIR PROCESS AND PEOPLE! This is very refreshing in a world of challenges, excuses, and arguments. Since I'm in the business of helping companies GO BEYOND DIFFERENTIATION, it was incredibly refreshing to see this in action.

Here's what every business can learn from YETI.

The entire process demonstrated that I MATTERED TO YETI!! They showed me I was important, even if I only needed a tiny part. They genuinely care about their customers. Their process and responses BUILT TRUST with me. And when a company earns our trust, we tell others about them because it's so rare and appreciated. That's why I'm blogging about this experience…I want to tell everyone how special and incredible YETI is to work with as a company.

My Customer Lifetime Value (CLV) is incredibly high for them, and they will continue to get my business. Let me emphasize this point once again. It isn't because they have excellent products. It's because they showed me I MATTER to them and are always there to take care of me no matter what. They clearly have a CUSTOMER OBSESSED CULTURE and have demonstrated what it means to GO BEYOND DIFFERENTIATION. Excellent job YETI…keep it up!!

As a business owner/leader, I hope you can extrapolate some insights from how YETI operates. They get it. Do you?

QUESTIONS: Do you have business processes in place that allow your employees to treat your customers in a way where they know, without a shadow of a doubt, that they genuinely MATTER? Do you treat them as important and special, regardless of the order size or issue? Or do you make excuses and find ways not to help them get what they need and want? 

What To Do Next...

NOW is a great time to do some self-reflection on your own business. It's also a great time to test your systems and processes to see if your customers get treated the way they do at YETI. Ask the tough questions. When I test this for clients and call their organizations, I usually get the runaround and excuses, and I don't get the YETI experience.

What experience do your customers (large or small) get from your company with every interaction?

Once you know where your organization stands, determine WHERE you want to be a year from now. This will give you a tangible goal to work towards. Then learn HOW you can get there…how to go BEYOND DIFFERENTIATION. I have a ton of resources on my website (WOM10.com), you can read my latest book, and you can read my blog posts. These will give you an excellent foundation to start building a CUSTOMER OBSESSED CULTURE that will elevate your business above your competitors…guaranteed!

If this is what you want for your business, you can get it! You start by creating this culture and incorporating the CORNERSTONES to go BEYOND DIFFERENTIATION. Solid knowledge of what it takes to GO BEYOND DIFFERENTIATION is a great place to begin your journey.

As usual, if you have any questions or need assistance along the way, feel free to shoot me an email or give me a call, and I'll be happy to answer your questions or give you some guidance…complimentary, of course. I want you to create massive LOYALTY and ADVOCACY in your own business and become the envy of your competitors…helping you GO BEYOND DIFFERENTIATION.

The problem businesses face in today’s highly COMMODITIZED world is that customers aren’t seeing significant DIFFERENTIATION between their competitors. They make their purchasing decisions based on one or more of the FOUR COMMODITY FACTORS (price, terms, availability, and location) instead of the factors that build CUSTOMER LOYALTY/RETENTION and, ultimately, ADVOCACY. Businesses need to break out of this “commodity model” if they truly want to DIFFERENTIATE themselves.

I had the opportunity to be SURPRISED recently by a company that demonstrated they put their customers first…Zwilling. My experience showed me they GET IT and understand one of the critical components of how to GO BEYOND DIFFERENTIATION. They clearly demonstrated that their customers are not only important but also MATTER and are at the CENTER OF THEIR BUSINESS.

While Zwilling has excellent products, this isn’t their primary differentiator…it’s their CUSTOMER OBSESSED CULTURE. They eclipse their competitors in two areas…their products and their WOW EXPERIENCE. Here’s why.

ZWILLING

A few years ago, I bought a set of pans from Zwilling. They have been great pans, and we enjoyed using them over the years. They get an average amount of use in our household and have held up pretty well.

This past year, I noticed one of the pans was losing its coloring, and food was starting to stick to it more than usual. I was ready to recycle it when I remembered they had a lifetime warranty.

I wasn’t sure about the lifetime warranty since most have so many exclusions it’s almost impossible to get a warranty claim. I thought it would be worth a shot, so I took a picture of the old pan and sent an email to their customer service department. To be honest, I really didn’t expect to hear anything back.

Within 24 hours, I got a response…I was shocked. This is not the norm today. Their response was incredibly friendly, and they would be happy to honor their warranty and take care of this for me. What?!? They stood by their product and showed me that, as a customer, I MATTERED to them. Below is the email I received from them within 24 hours of my initial email inquiry…

Hello Blaine,

Thank you for taking the time to contact The Zwilling Consumer Relations Team regarding your warranty claim. Please accept our most sincere apologies for any inconvenience caused by the delay. We have checked our internal system and we can confirm that we do not have the 8-inch Parma plus pan available as it has been discontinued on our end.

Kindly provide us with your shipping address and see the links below and choose a pan you would like for us to send to you as the replacement.

https://www.zwilling.com/us/ballarini-parma-8-inch-non-stick-frying-pan-75001-641/75001-641-0.html?ref=searchsuggestion

https://www.zwilling.com/us/zwilling-motion-8-inch-aluminum-non-stick-hard-anodized-fry-pan-66209-200/66209-200-0.html?cgid=our-brands_zwilling_cookware_motion#start=1

Should you have any further questions or concerns, please don’t hesitate to contact us, any of our associates will be happy to assist you. Your satisfaction is our priority - we’re here for you!

Thank you for choosing Zwilling.

The email was upbeat, positive, and personal. It wasn’t some standard corporate email, nor did it try to make excuses or find ways to exclude me from making a warranty claim. Fast forward through the entire transaction. I selected a new pan, which was immediately sent out to me…no questions or challenges, just service. Here is the transcript from their closing email to me…

Hello Blaine,

Thank you for reaching out to Zwilling

I have placed your replacement order for the ZWILLING CLAD CFX8-INCH, STAINLESS STEEL, CERAMIC, NON-STICK, FRY PAN, Order # (7835721). You should expect delivery within 7-10 business days. Should you have any further questions or concerns, please don’t hesitate to contact us, any of our associates will be happy to assist you.

Thank you for giving us the opportunity to make this a better experience for you.

I LOVE THEIR PROCESS AND PEOPLE! This is very refreshing in a world of challenges, excuses, and arguments. Since I’m in the business of helping companies GO BEYOND DIFFERENTIATION, it was incredibly refreshing to see this in action.

The entire process demonstrated that I MATTERED TO ZWILLING!! They showed me I was important, even if I only got one pan under warranty. They proved they genuinely care about their customers. Their process and responses BUILT TRUST with me. And when a company earns our trust, we tell others about them because it’s so rare and appreciated. That’s why I’m blogging about this experience…I want to tell everyone how special and incredible Zwilling is to work with as a company.

Why ZWILLING is TRULY DIFFERENTIATED

Zwilling EARNED MY TRUST and earned a CUSTOMER FOR LIFE. My Customer Lifetime Value is incredibly high for them, and they will continue to get my business. Let me emphasize this point once again. It isn’t because they have excellent products. It’s because they show me I MATTER to them and are always there to take care of me no matter what. They clearly have a CUSTOMER OBSESSED CULTURE and have demonstrated what it means to GO BEYOND DIFFERENTIATION. Excellent job Zwilling…keep it up!!

They have earned me as a CUSTOMER FOR LIFE! They have increased the Customer Lifetime Value (CLV) of me as a customer to a point where it would take a lot to lose me as a customer. They will be rewarded…by my referrals and me telling others they are THE ONLY ONE I would buy from in the future.

As a business owner/leader, I hope you can extrapolate some insights from how Zwilling operates. They get it. Do you?

QUESTIONS: Do you have a process that treats your customers in a way where they know, without a shadow of a doubt, that they genuinely MATTER? Do you treat them as important and special, regardless of the order size or issue? Or do you make excuses and find ways not to help them get what they need and want? 

This is gut check time.

What To Do Next...

NOW is a great time to do some self-reflection on your own business. It’s also a great time to test your systems and processes to see if your customers get treated the way they do at Zwilling. Ask the tough questions. When I test this for clients and call their organizations, I usually get the runaround and excuses, and I don’t get the Zwilling experience.

What experience do your customers (large or small) get from your company with every interaction?

Once you know where your organization stands, determine WHERE you want to be a year from now. This will give you a tangible goal to work towards. Then learn HOW you can get there…how to go BEYOND DIFFERENTIATION. I have a ton of resources on my website (WOM10.com), you can read my latest book, and you can read my blog posts. These will give you an excellent foundation to start building a CUSTOMER OBSESSED CULTURE that will elevate your business above your competitors…guaranteed!

If this is what you want for your business, you can get it! You start by creating this kind of culture and incorporating the CORNERSTONES to go BEYOND DIFFERENTIATION. Solid knowledge of what it takes to GO BEYOND DIFFERENTIATION is a great place to begin your journey.

As usual, if you have any questions or need assistance along the way, feel free to shoot me an email or give me a call, and I’ll be happy to answer your questions or give you some guidance…complimentary, of course. I want you to create massive LOYALTY and ADVOCACY in your own business and become the envy of your competitors…helping you GO BEYOND DIFFERENTIATION.

ANYONE can beat you in the PRODUCT/SERVICE game with enough money and resources. Since we transitioned to a true world economy over the past few decades, competition has reached an all-time high. No longer are we competing in our backyard. We are competing globally. Now anyone from around the world can create a better and less expensive product/service and sell it worldwide.

The pressure this puts on businesses is immense. The ability to compete is more complicated and complex than at any time in history. And the result is lower margins and lower profitability. This isn’t industry specific…it affects every industry on the planet. I’m pretty sure you are experiencing this in your own business in some way.

There are a myriad of examples in our everyday life…

Customers are choosing who to buy from based on these COMMODITY FACTORS. They aren’t loyal to the businesses because these businesses weren’t giving them anything different than the new entrants. The result is that companies have to compete on one or more of these factors to stay in business. So, customers left and followed the new deal when a new entrant offered a better product/service or a similar one at a lower price.

There is a solution…one that allows you to STOP PLAYING the COMMODITY GAME. Businesses that have figured this out are competing on an entirely different level…they have GONE BEYOND DIFFERENTIATION.

When a business competes using DIFFERENT FACTORS, they go BEYOND DIFFERENTIATION. They elevate themselves to an entirely new level…one that puts them above the PRODUCT/SERVICE COMPETITIVE BATTLE to one that delivers what their CUSTOMERS TRULY WANT.

Going BEYOND DIFFERENTIATION creates massive differentiation by creating a CULTURE that MAKES THE CUSTOMER FEEL SPECIAL, IMPORTANT, AND LIKE THEY MATTER…which is exactly what EVERY CUSTOMER WANTS.

The BEYOND DIFFERENTIATION FACTORS that elevate these extraordinary companies above their competitors are…

These three areas go well beyond your product/service. They are the added layer that TRULY DIFFERENTIATES you from your competitors. They allow you to ELEVATE YOUR BUSINESS ABOVE YOUR COMPETITION. They take you out of the COMMODITY GAME and put you into an entirely new level that your customers not only want but also expect.

QUESTION: When you buy products/services for yourself, do you care about how their employees treat you and make you feel?

I bet that you definitely care about HOW THEY TREATED YOU. If you’re honest with yourself, I’m sure you care more than just the price. Most people want to FEEL LIKE THEY MATTER. We give hard-earned dollars for a particular product/service AND THE EXPERIENCE. We want to feel like the business actually cares about us spending dollars with them. And we care about how we will be treated BEFORE the sale, DURING the sales process, and AFTER we have purchased the product or service.

For example, even when I shop for a commodity product at HOME DEPOT, I still care about how I’m being treated. Home Depot is one of the best examples of a COMMODITY BUSINESS. They only win in the market because of their location and prices. Given an alternative, the majority of people would prefer not to shop at Home Depot. I would prefer not to shop there…I only do it because I have an immediate need, and they have a great location near my house. If I have more time or need expert advice I always go to the local hardware store further away. It’s worth paying a few dollars more and driving further to be treated like I matter, get my questions answered, and have a better experience. I CARE HOW THEY MAKE ME FEEL. My bet is you do as well.

QUESTION: Given a choice, would your existing customers still buy from you if you increased your prices or changed your location because they love how your employees treat them?

This is the critical question. If your customers would, you give them an experience demonstrating they matter, you care about them, and they feel valued. If your customers wouldn’t buy from you, you are most likely competing on one or more of the COMMODITY FACTORS. This is a great self-assessment to do for your organization.

Ask yourself, as a consumer, the same question. Would you pay more or drive a little further if you knew you would be treated like you mattered, like their business truly cared about you and gave you an incredible, WOW EXPERIENCE? The research shows over 80% of people want to be treated this way…they choose the way the business MAKES THEM FEEL.

Using my example of the local hardware store vs. Home Depot, you can see that I am a LOYAL ADVOCATE for the local hardware store…not Home Depot. I go out of my way to tell others about the local hardware store whenever they have a need and want to feel like they matter. I am their ADVOCATE, and I TELL OTHERS. I DO THEIR MARKETING FOR THEM!!

With the HIGH COST OF CUSTOMER ACQUISITION today, why would you not want to have a team of customers doing your marketing for you? This is FREE MARKETING and sales…FREE. And when you couple this with the fact customers are willing to PAY MORE for this experience, why would you not want to change your culture to one your CUSTOMERS LOVE? They will reward you with HIGHER CUSTOMER LIFETIME VALUE and PROFITABILITY!

What To Do Next...

Did this make you think more about how you are treating your audience of prospects and customers? If so, you’re ready to take the next step of doing something about it. It starts with analysis…learning where you are today with how your customers feel when interacting with you. Find out WHY they feel the way they do…it will open your eyes to how your customers really feel about working with your company.

Once you know how they feel, determine WHERE you want to be a year from now. This will give you a tangible goal to work towards. Then learn HOW you can get there…how to go BEYOND DIFFERENTIATION. I have a ton of resources on my website (WOM10.com), you can read my latest book, and you can read my blog posts. These will give you an excellent foundation to start building a CUSTOMER OBSESSED CULTURE that will elevate your business above your competitors…guaranteed!

If this is what you want for your business, you can get it! You start by deciding to create this kind of culture and to incorporate the CORNERSTONES to go BEYOND DIFFERENTIATION. Solid knowledge of what it takes to GO BEYOND DIFFERENTIATION is a great place to begin your journey.

As usual, if you have any questions or need assistance along the way, feel free to shoot me an email or give me a call, and I’ll be happy to answer your questions or give you some guidance…complimentary, of course. I want you to create massive LOYALTY and ADVOCACY in your own business and become the envy of your competitors…helping you GO BEYOND DIFFERENTIATION.

If there is one thing customers tell me they HATE, it’s when companies aren’t consistent with their actions. It doesn’t matter the industry, size, or time in business…all customers hate INCONSISTENCY regarding how they are treated.

While it might sound like a minor issue, your customers say otherwise. The lack of CONSISTENCY breeds uncertainty, leading to customer defection…they leave and go elsewhere.

The number one devastating result created by the lack of consistency is ANXIETY. Customers feel anxious when they don’t know what to expect or their expectations aren’t met. Anxiety is created when we don’t know what will happen next. Humans like things to be PREDICTABLE. Why do you drive the same way to work each day? Sure, it might be the fastest route, but it is predictable. You know what you will get, which lowers your anxiety and gives you more peace of mind. Predictability kills anxiety.

We discussed this issue of creating anxiety in our first book (Creating and Delivering Totally Awesome Customer Experiences) 20 years ago, and it is even more critical today. We created a phrase to describe what causes anxiety…RANDOM ACTS OF EXCELLENCE AND CHAOS. Suppose you deliver an extraordinary experience one day and an awful one the next day. In that case, the customer is left feeling confused…they don’t know what to expect with the next interaction. When this happens, it leads to customer defection. Sadly, when I talk to customers, this happens more today than at any time.

Let me share a personal example from two weeks ago that illustrates this perfectly...

I had some work done in our yard and agreed to pay the contractor in cash…not a check, but cold hard cash. While this might not seem like a big deal, it was a relatively sizeable amount of cash…certainly more than I would ever keep on hand. I needed to go to the bank.

With all the online banking we do today, I was actually worried that the bank might not have this amount of cash on hand. So, I called my local branch and asked if they had that amount available for me to pick up in the next couple of days. They checked and assured me they could handle it, and I could stop by anytime. Perfect.

A few days later, I went into the local branch right after they opened and gave them my withdrawal slip. I was the only one in the branch at the time. The young lady that took my request looked at it and said she would have to check to see if they had that amount of cash…hmmm. I told her I had talked to a gentleman the other day, and he assured me it wouldn’t be an issue. My first interaction with her was not friendly. No smile. No “Welcome to our bank” statement…nothing warm or inviting. And this was before she knew what I wanted.

She returned and told me they had about a third of it in 100s and the rest in 20s and 50s. That wouldn’t work unless I was willing to walk out with a bag full of cash…not what I was looking for. Counting it would be a nightmare alone. Now I was getting a bit anxious…my anxiety was going up.

I told her I wasn’t willing to do the smaller denominations. Rather than giving me any options, she merely said that was all she could do. I then asked if she could call another branch in a city nearby and see if they had the other two-thirds of the cash in 100s. She did, and they had the money available. Great.

But she wasn’t friendly about it. It was a mere “transaction” to her…no interest in getting to know me or to be outgoing. And she didn’t offer to call around for me. I had to drive the entire process to get the cash.

I got the cash from her and left. Even as I left, there was no thank you for coming in, and we appreciate you being a customer or any other positive responses. I didn’t feel special, important, or like I mattered to her or the bank. It was a bad experience.

When I arrived at the other branch, things were 180 degrees different. As soon as I entered the door, I was greeted with a pleasant, “Hello, thank you for coming in…if you have a seat over there, I will be right with you.” I immediately felt welcomed and like I was important to the bank.

I sat down where instructed, and within seconds a lady came up with a big smile and again welcomed me to the branch and asked how she could help. I told her the situation, and she told me they had plenty of cash and that this wouldn’t be an issue. My anxiety immediately went away…I knew I was going to get what I needed, and it was going to be pleasant.

She returned with the cash and said she would have the machine count it out for me twice to make sure it was accurate. That was comforting and lowered my anxiety about ensuring I got the right amount. She counted it twice in front of me with the machine and gave me the counting slip to verify the amount. She was delightful and accommodating the entire time I was there, including a bit of chit-chat throughout the process. I felt at ease and that I could trust what she would do.

I left this branch feeling special, important, and like I mattered. I left with zero anxiety. This was a completely different experience than what I had only 30 minutes prior. This bank had a complete LACK OF CONSISTENCY between their two branches. As I left, I wondered what my experience might be at a third branch…which one would it mirror? Would I be treated great or like a transaction? Would they alleviate my anxiety or create more of it? All these are questions you DON’T WANT OUR CUSTOMERS TO BE ASKING THEMSELVES!!

QUESTION(S): As you read my story, could you relate? Could you visualize yourself getting this same experience somewhere you have shopped? Could you see any of it in your own business? Could you see the inconsistency and how it either created or relieved anxiety? What experience would I get if I bought something from you at one or more locations or from one or more of your employees? Would it create or alleviate my anxiety?

I hope this example gives you more insight into the POWER OF CONSISTENCY. Whether the experience was 30 minutes apart (as in my case) or if it was days apart, the result is the same. When customers get inconsistent experiences, the customer leaves confused. And if there are other options, which there are many today, the likelihood the customer will leave and seek another option is exceptionally high.

Businesses that can deliver a CONSISTENT, REPEATABLE EXPERIENCE to their customers with every interaction ALWAYS WIN. They RELIEVE CUSTOMER ANXIETY and cause their customers to feel like they belong. They make their customers feel like THEY MATTER, ARE SPECIAL, AND IMPORTANT. This always wins the day over your competition.

Companies that do this GO BEYOND DIFFERENTIATION and create this feeling with all their customers. This is what it means to be CUSTOMER OBSESSED and to build your business, your experiences, and your processes around the customer. When everything focuses on your customer, they get a CONSISTENT AND RELIABLE EXPERIENCE every time. They get a WOW EXPERIENCE, and over time, because they have no anxiety working with you, they BUILD TRUST with your business.

This allows you to go beyond just being differentiated by your products and services to being differentiated by who you are as a business…which is the most powerful and long-lasting form of differentiation. You have GONE BEYOND DIFFERENTIATION.

What To Do Next...

Take some time and reflect on how CONSISTENT you feel your business is delivering a CONSISTENT and REPEATABLE EXPERIENCE. Whether you have one location or many, how do your employees treat your customers? Can a customer interact with any employee and get a consistent, WOW EXPERIENCE every time? If not, I strongly suggest you consider incorporating CONSISTENCY into your overall VALUES and STRATEGY.

Most businesses compete on products and services…these are COMMODITIES today. If you want your business to be TRULY DIFFERENTIATED, it’s critically important to stop competing on COMMODITY FACTORS if you want to stand out from your competitors. Create a CULTURE that demonstrates to others just how important and special they are and how much they matter to you. And do you want all the benefits that the companies who have GONE BEYOND DIFFERENTIATION enjoy?

If this is what you want for your business, you can get it! You start by deciding to create this kind of culture and to incorporate the CORNERSTONES to go BEYOND DIFFERENTIATION. There are a variety of resources available to help guide you. You can START by learning more about what it takes to make this happen. You can get this on my website (WOM10.com), by reading my latest book, my blog posts, and by reading more about it from other sources. Solid knowledge of what it takes to GO BEYOND DIFFERENTIATION is a great place to begin your journey.

As usual, if you have any questions or need assistance along the way, feel free to shoot me an email or give me a call, and I’ll be happy to answer your questions or give you some guidance…complimentary, of course. I want you to BUILD CONSISTENCY in your own business and become the envy of your competitors…helping you GO BEYOND DIFFERENTIATION.

Over the past several months, I have been talking to various business leaders and owners of SMBs (Small-Medium Businesses) about their plans for dealing with this crazy increase in INFLATION. These leaders also spoke about some of the top CHALLENGES they face during these uncertain economic times, and I learned what they are most afraid of going forward. While they were enlightening conversations, they were also disturbing.

Here are FIVE of their TOP CONCERNS.

While these five cover different aspects of their business, there is ONE THING THEY HAVE IN COMMON. They have a core cause of not being DIFFERENTIATED in the EYES OF THEIR CUSTOMERS. In every case, they are battling to demonstrate why they are better than their competitors…trying to DIFFERENTIATE and set themselves apart. They don’t feel they are differentiated enough (outside their products and services) to build LOYALTY and RETENTION with their customers.

The PRIMARY ISSUE is most leaders didn’t feel like they had solid plans for how they could truly DIFFERENTIATE themselves ahead of their competition so they could minimize the impact of the five top concerns listed above.

They all realize how important it is to their overall profitability (and possibly survival) to create some differentiation in each of the five areas. But they really don’t feel like they have the expertise or knowledge to make it happen. Their current plans will merely help them “stay in the game” but not differentiate them as a leader in the eyes of their employees or customers. They are concerned if they can’t attain a top leadership position, being viewed as differentiated, they could lose the battle in the current economy.

In every case, none of the leaders understood what it meant to GO BEYOND DIFFERENTIATION and demonstrate they are different outside of their products or services. They hadn’t thought about how they could create TRUE DIFFERENTIATION by CHANGING THEIR CULTURE.

When businesses go BEYOND DIFFERENTIATION, they add an entirely new way for their employees and customers to see how different they are from their competitors…in a way their customers and employees appreciate and will reward them. It isn’t product or service-focused…it doesn’t matter what you sell. Focusing on the CORNERSTONES necessary to create this level of differentiation gives them a true competitive advantage and will help improve ALL FIVE ISSUES they are facing today.

When businesses incorporate the CORNERSTONES of going BEYOND DIFFERENTIATION, their CULTURE CHANGES. It becomes one that CUSTOMERS LOVE and EMPLOYEES WANT. They become CUSTOMER OBSESSED, and their customers reward them with increased LOYALTY and ADVOCACY in the market.

For example, when we talk to customers and ask them why they are LOYAL to a particular business, it rarely has to do with their products and services. Customers tell us their loyalty comes from the WAY THEY ARE TREATED and whether or not they TRUST the company. When all the products and services look the same and are offered at similar prices, the DETERMINING FACTOR is how the business MAKES THEM FEEL.

When customers (and employees) feel IMPORTANT, SPECIAL, and like they MATTER to the business, they build a relationship with the company. They feel like they matter, and they start to TRUST the business. When they feel this way, they want to continue buying from them, EVEN IF THEIR PRICES ARE HIGHER. The research shows that 83% of customers will PAY MORE to be treated like they matter.

Their LOYALTY isn’t determined by the FOUR COMMODITY FACTORS of price, availability, terms, or location. It is determined by how the company treats them and whether or not they have done things to build TRUST with them.

QUESTION: Do you have a culture where your employees go out of their way to make your customers feel special, important, and like they truly matter? Does your culture BUILD TRUST?

When economic factors, such as Inflation, are present, customers become much more discriminating about who they want to work with and buy from. By default, trying to differentiate with just your products and services generally means you are competing on one or more of the FOUR COMMODITY FACTORS. This does NOT BUILD LOYALTY and often generates LOWER PROFITABILITY.

Customers have proven that when their dollars mean more to them, as in the case of higher Inflation, they choose to work with businesses that truly APPRECIATE THEIR PATRONAGE. They want companies to give them more than just a low price…they want to BUILD A RELATIONSHIP with the business and be treated like they matter to the business.

When the exact product they bought last year is 20 – 50% higher today, they want (and expect) more for their dollar. Customers believe they are spending more money and getting less. A business can make them feel like they are getting more for the increased dollars they are paying by giving them a WOW EXPERIENCE and showing them how important they are to the business. Demonstrating this by KEEPING YOUR PROMISES and BUILDING TRUST is what they are looking for and expect.

As a business changes its CULTURE to deliver these CORNERSTONES to their customers, they are GOING BEYOND DIFFERENTIATION. They are going beyond product and service differentiation to a much higher and deeper level of differentiation. They are going to the levels their customers want…and demand in tough economic times.

What To Do Next...

It starts with deciding if you truly want to be DIFFERENTIATED in the eyes of your customers (and employees) or if you are happy slugging it out day-to-day with all your competitors. Do you like competing on COMMODITY FACTORS, or are you ready to change your culture and stand out from your competitors? Do you want a CULTURE that demonstrates to others just how important and special they are and how much they matter to you? Do you want to build more TRUST with your audience? If this sounds like where you want to be as a business, take the first step to reap the same benefits some of the best companies in the world receive…decide to GO BEYOND DIFFERENTIATION.

If this is what you want for your business, you can get it! You start by deciding to create this kind of culture and to incorporate the CORNERSTONES to go BEYOND DIFFERENTIATION. There are a variety of resources available to help guide you. You can START by learning more about what it takes to make this happen. You can get this on my website (WOM10.com), by reading my latest book, my blog posts, and by reading more about it from other sources. Solid knowledge of what it takes to GO BEYOND DIFFERENTIATION is a great place to begin your journey.

As usual, if you have any questions or need assistance along the way, feel free to shoot me an email or give me a call, and I’ll be happy to answer your questions or give you some guidance…complimentary, of course. I want you to THRIVE during challenging economic and inflationary times and eclipse your competitors. Do you?