Creating a Distinctive Guest Experience Requires Action

Editors Note: During our August focus on Guest Experiences, we are honored to have some of the best voices in the world of Customer Experience provide guest posts for the Vision Room. As you read the content below, simply think “Guest” in terms of the target the author is talking about – and you will benefit from the knowledge and expertise of some great minds.

Several times over the past several weeks, I’ve observed an interesting phenomenon.

At every presentation, I’ll be outlining the steps required to stand out in the marketplace of the group I’m speaking to — even with a slide at the end of each point saying, “What to do when you get home” with a list of actions every participant should take.

However, at the end of the presentation, I will now say to the group: “Before my last story, I want you to write down the first thing that you are going to DO when you get home to stand out from your competition.”

Invariably, some will instantly scribble a point, circle it, draw arrows pointing to it, and smile.  However, many in the group stare at the ceiling, rub their foreheads and write in fits and starts. (Even though I’ve already given them at least a dozen potential first steps during the presentation.)


Obviously, it’s possible that some just weren’t listening.  However, as I’ve observed them taking notes, that isn’t the correct answer for most of the ones involved.

Here’s my take — it’s a two-step problem.

  • First, it’s one thing to see a list of potential steps you can take.  It’s quite another to decide which one you are going to commit to taking.

Many years ago, I was asked to be a judge in our local beauty pageant to be the queen of our county fair.  (The winner would go on to compete for the title of Miss Indiana State Fair.)  There were several talented and attractive participants.  So much so, in fact, that I had a very difficult time selecting one to be my vote as the winner.

In other words, when presented with the choice of many terrific options, it becomes very difficult to decide which is best.  A natural response is to either delay making a choice — or, to become paralyzed by the process.

  • Second, there is something about writing out your decision that makes it more serious and binding.

Perhaps it is a throwback to our understanding about the importance of a contractual agreement — even if that agreement is only with yourself.  We seem to take it more seriously once we write it down.

Some were having trouble making the commitment to take action.  They were making all of the excuses in their minds — “I’m already too busy,” “What if I try it and it doesn’t work?” “I wonder if my boss is going to ask me about it?” and more.

Yet, without a commitment — what is ever accomplished?  You must first make a commitment to action before you can make significant progress!

This process has been a real learning experience for me — and, it can be for you, as well!

  1. Discipline yourself to make a decision.  What will you DO…starting NOW…to create distinction in your marketplace?
  2. Next — write it down and commit yourself to that action.
  3. Finally — GET STARTED!

You are on your way…….

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Scott McKain

Scott McKain

Scott McKain is an internationally known authority who helps organizations create distinction in every phase of business and teaches the “Ultimate Customer Experience.” His keynote presentations benefit from three decades of experience, combined with his innate talent for articulating successful ideas. McKain has spoken before and consulted for the world’s most influential corporations. Scott McKain creates captivating presentations and bestselling books which clearly reveal how to create more compelling connections between you and your customers and how to stand out and move up, regardless of the economic climate in your industry.

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What happens when u dont have a meeting place any more. And u was forced out because the buliding wasnt available any more.
— Debra
If someone wants entertainment they're going to the wrong place. Church is not a place for entertainment...or in my opinion a barrage of coffee and donuts. Why are churches today bringing the world INTO them? Then there's the thing with children...age appropriate??? These little guys can pick stuff up in service. Besides Jesus said Suffer little children, and forbid them not, to come unto me: for of such is the kingdom of heaven. Mt. 19:14.
— Laurie
I love the intentionality here as well as the challenge to look at the data. That's missing so many times. I would like to offer a contrarian's take. Church members and regular attenders have so many ways to get information: Announcements, bulletins, social channels, relationships, and email being among the options. But brand new people are likely going to check out the website and that's it. It might be wiser for churches with limited time and resources to focus their website almost exclusively to guests. This group of people isn't looking for a calendar of events but wants to know about regular programs. They probably aren't interested in watching all of the messages but instead may want to preview one of the services. For the times we need church members to go to websites (sign up for camp, join a group, etc), we're probably better off designing and promoting a specific page rather than cluttering up the homepage.
— Michael Lukaszewski (@mlukaszewski)

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