Las Vegas, NV – June 19, 2023 – Scott McKain has spent his career focusing on how businesses can improve their customer experience. As a globally recognized business author and keynote speaker, McKain has dedicated his life to helping businesses better understand how they can improve their customer experience. His new book, “The Ultimate Customer Experience: 5 Steps Everyone Must Know to Excite Your Customers, Engage Your Colleagues, and Enjoy Your Work” will be released by Forefront Books/Simon & Schuster on June 20.
We sat down with him to discuss why the customer experience should be a priority for every business, regardless of their size or industry.
Why is the customer experience so important for businesses?
Customers crave experiences that are personalized, seamless, and engaging. If a customer can’t differentiate between your product or service and your competitors, they’re going to base their purchasing decision on price alone. But if you can create an experience that makes them feel valued, appreciated, and heard, that’s when you truly stand out.
What’s the difference between customer service and customer experience?
Customer service is often a reactive measure taken to solve a problem or prevent friction between your business and the customer. However, the customer experience is proactive and centers around making sure that your customers feel valued and appreciated at every touchpoint. It’s not just about resolving problems; it’s about creating a positive interaction and emotions at every stage of the customer journey.
What are some ways that businesses can improve their customer experience?
The first step is to focus on your company culture. Make sure that everyone in your organization is aligned around delivering a positive customer experience. Then, ensure that all employees are trained in customer service and communication. Make it easy for customers to interact with your company, whether it’s through multiple channels or personalized touchpoints. Finally, create a feedback loop that allows customers to share their thoughts and feelings about your brand.
What are some of the biggest mistakes that businesses make when it comes to customer experience?
The primary mistake is the disconnection between the strategies of managers and owners versus the actions of frontline employees who deal with customers every day. Another big mistake is assuming customers are happy just because they’re not complaining. Many customers won’t speak up if something is wrong, but they’ll simply take their business elsewhere — or say nothing but then give you a bad review online. Another mistake is failing to personalize the experience for each customer. Customers want to feel like they matter, and that their needs are being met. Finally, many businesses fail to measure their customer experience efforts in a meaningful way, leaving the impact of their efforts unclear.
How can businesses of all sizes get started on improving their customer experience?
The first step is to empathize with your customer’s problems. That means intense focus on every touchpoint that a customer has with your business, from the first time they hear about you to the moment they receive a product or service from you. Then, evaluate each touchpoint and think about how you can improve the experience and solve the customer’s issues at each of these stages. Finally, take a data-driven approach to continuously measure and improve your customer experience efforts. In summary, the customer experience is a critical element for every business, regardless of size or industry. Businesses that deliver the Ultimate Customer Experience and create personalized, engaging interactions at every touchpoint are the ones that will stand out and grow in today’s marketplace, no matter the size or industry in which they compete.
To celebrate the release of “The Ultimate Customer Experience,” Scott McKain will be embarking on a nationwide tour, engaging with audiences through keynote speeches, workshops, and seminars. Attendees will have the opportunity to learn directly from McKain and gain valuable insights into transforming their customer experience strategies.
“The Ultimate Customer Experience” will be available in all major bookstores and online retailers starting June 20. For more information about the book, the author, or the upcoming book tour, please visit https://UltimateCustomerExperience.com or contact The Distinction Group at [email protected]
About Scott McKain:
Scott McKain is a globally recognized authority on creating ultimate customer experiences. With over three decades of experience as a speaker, author, and consultant, McKain has helped organizations around the world differentiate themselves through unparalleled customer service. He is a member of the “In Residence” faculty at High Point University and has written multiple bestselling books, including “Create Distinction” and “Iconic.” McKain is also a member of the Professional Speakers Hall of Fame and the Sales and Marketing Hall of Fame and is a recipient of the prestigious “Council of Peers Award for Excellence” from the National Speakers Association.
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