What kid doesn't love Disneyland? After all, it's the "happiest place on earth." Why is that?
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…
Do our employees (all of them, not just leaders) make our customers feel special, important, and like they matter with every interaction and with every customer?
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!
Getting Started
START by identifying (make a list) of things you know would absolutely blow your customer's mind if you did them. Something that would literally cause them to say, "WOW, I can't believe they are doing this." And things that would make this experience/interaction memorable. Get everyone you can involved…more minds equals greater creativity. Don't judge these…just list them.
Your goal is to create a list of "WOW FACTORS."
Second
SECOND, test them with your customers. That's right, take the list you have created and share them with some customers…the more the better. Have them put a checkmark next to those items they feel would definitely cause them to say WOW. Ask them what other factors are not on the list that would make them say WOW. Your goal here is to "validate" the WOW list.
CAUTION: Don't tell them you will do these, but you are trying to find the most important ones and see how you can deliver them as part of your culture. If you don't give them this caveat, they will think you will start providing these WOW Factors tomorrow…you aren't.
Third
THIRD, prioritize this list…this will take some time and effort. Which ones will have more impact than others? I recommend creating a matrix to categorize them into one of four categories.
- Low Impact – Hard to implement
- Low Impact – Easy to implement
- High Impact – Hard to implement
- High Impact – Easy to implement
Fourth
FOURTH, create plans to focus on one, then two, then three items on this list…starting with "Low Impact – Easy to Implement." You always want to start with easy to implement, even if it is lower impact. It also helps you practice before you get to those that have the biggest bang and gives your employees some quick feedback that this actually works.
Only, and I emphasize only, do you take on the High Impact – Hard to implement when you have really mastered the process and added several factors to your organization. In other words, you don't turn these on until you have CHANGED YOUR CULTURE to be truly CUSTOMER OBSESSED. Trust me on this one…it will save you from failing fast and give you much greater success.
Fifth and Final Step
FINALLY, EXECUTE. Now that you have the plan, it's time to execute it. Put the plans in place to execute, monitor, gain feedback, make corrections, and execute again.
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.
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.
