1.
Creating Distinction to Improve
Customer Interactions
Scott McKain Nicolas Rodriguez
With: Moderated by:
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2.
Mitel is a global market leader in business communications, powering more
than two billion business connections with our cloud, enterprise and next-
gen collaboration applications. With more than 70 million users in nearly 100
countries, Mitel is the only company that wakes up every day exclusively
focused on helping customers take their communications from where they
are today to where they expect them to be.

3.
Click on the Questions panel to
interact with the presenters
https://www.customerexperienceupdate.com/frs/9012653/creating-distinction-to-improve-customer-interactions/email
https://www.customercontactcentral.com/frs/9012653/creating-distinction-to-improve-customer-interactions/email

4.
About Scott McKain
Scott McKain is the founder of a consulting and training company that explores the role of ultimate customer
experiences in creating enhanced client retention and revenue, and is the author of three Amazon.com #1 business
bestsellers; all teaching how to expand profits, increase sales, and engage customers.
Scott’s latest book, released by Forefront Books/Simon & Schuster and titled, “ICONIC: How Organizations and
Leaders Attain, Sustain, and Regain the Ultimate Level of Distinction,” provides the specific steps for every leader
and employee to create and deliver unique customer experiences and attain the highest level of business success.
About Nicolas Rodriguez
Nicolas Rodriguez is the Editor for several websites in the Aggregage network. After graduating from CSU: Long
Beach with a BA in Political Science, he worked in conference production for the biotechnology and pharmaceutical
industries before joining the team at Aggregage. His background includes event production, political op-eds &
reporting, stand-up comedy, and podcasts.

5.
C R E AT I N G D I S T I N C T I O N
in a changing, challenging, competitive marketplace
ScottMcKain
@ScottMcKain

6.
T H R E E L E V E L S O F I N T E R A C T I O N
L E T ’ S T H I N K A B O U T H O W Y O U C O N N E C T W I T H C U S T O M E R S

7.
Level
ONE
(relentless
execution)
Level
TWO
Level
THREE
*where net
new business
is generated
Processing
Service
EXPERIENCE!

8.
The Four
Cornerstones
Of Distinction

9.
Clarity
The Four
Cornerstones
Of Distinction

10.
Y O U C A N N O T
D I F F E R E N T I AT E
W H AT Y O U
C A N N O T D E F I N E .
Cornerstone #1: CLARITY

11.
MINDSHARE
PRECEDES MARKETSHARE

12.
CLARITY IS
DIFFICULT!

13.
You must be
precise
about what
you ARE!
You must be
equally precise
about what
you are NOT.
CLARITY IS DIFFICULT!

14.
•What do I do when I get home?
1. Create a Clarity statement
2. Consider Clarity in all of your efforts
3. Reconfirm with customers and prospects to be
certain they are clear on all of your advantages
Cornerstone #1: CLARITY

15.
Clarity
The Four
Cornerstones
Of Distinction
Creativity

16.
“different”

17.
It is NOT about being “different”
just to be different.

18.
Creativity is about finding
unique ways to
serve customers

19.
Cornerstone #2: CREATIVITY

20.
Cornerstone #2: CREATIVITY
•What do I do when I get home?
1. Pick a single point where you will develop a
difference…then,
2. DO that specific point creatively!

21.
Clarity
The Four
Cornerstones
Of Distinction
Creativity
Communication

22.
with your customers?
How do you
INTERACT

23.
generationsCOMMUNICATE DIFFERENTLY

24.
•We are a culture of
“story junkies”
•It’s the single area of
communication that
ALL generations have
in common!
Cornerstone #3: Communication

25.
Cornerstone #3: COMMUNICATION
• What do I do next?
• Write a story about how a customer improved
his or her business or life as a result of your
involvement and engagement
• Make THEM the hero, not you!
• Start TELLING THE STORY!

26.
Start
TELLING
YOUR
STORY!
Cornerstone #3: COMMUNICATION

27.
Clarity
The Four
Cornerstones
Of Distinction
Creativity
Communication
Customer
Experience
Focus

28.
“THE PURPOSE OF ANY
BUSINESS IS TO PROFITABLY
CREATE EXPERIENCES SO
COMPELLING TO THE
CUSTOMER THAT LOYALTY
BECOMES ASSURED.”
“ALL BUSINESS IS SHOW BUSINESS!”

29.
Too many focus
on the transaction…

30.
The DISTINCTIVE focus
on the experience…

31.
ULTIMATE CUSTOMER
EXPERIENCE ®

32.
WHAT IS THE ULTIMATE EXPERIENCE THAT A
CUSTOMER COULD HAVE WITH YOU?

33.
IT WILL BE A DIFFERENT
CUSTOMER EXPERIENCE,
DEPENDING ON THE
INDIVIDUAL CUSTOMER.

34.
48
Ultimate Customer Experience
• Think of Indiana Jones!

35.
48
Ultimate Customer Experience
• What do I do when I get home?
1. Ask, “What if EVERYTHING went EXACTLY right?”
2. What specific steps do we need to execute to
make it work out that way?
3. What are the roadblocks that prevent us from
achieving it?
4. Am I providing the tools to teach how it is done?

36.
48
Ultimate Customer Experience
• The goal is:
–the ULTIMATE CUSTOMER EXPERIENCE ®
–For every customer
–For every prospect
–EVERY TIME!

37.
Clarity
The Four
Cornerstones
Of Distinctive
Cultures
Creativity
Communication
Customer
Experience
Focus

38.
Clarity
The Four
Cornerstones
Of Distinction
Creativity
Communication
Customer
Experience
Focus
WHAT COMES
NEXT?

39.
You stand out from your industry competition.
You’re their favorite place to buy what you sell.
You stand our from most organizations.
You’re one of their favorite places to buy ANYTHING.

40.
•Better offensive teams have won 62% of NFL playoff games
•38 of 52 Super Bowl winners have had a top ten offense

41.
Every moment you are playing defense
against the competition
wastes a moment you could
be innovating to make them irrelevant.
PLAY OFFENSE
Know your competition but don’t
concentrate on them. Play the game YOUR
way!

42.
PLAY OFFENSE
Know your competition but don’t
concentrate on them. Play the game YOUR
way!
STOP SELLING
Focus less on pressure tactics to close sales…
and more on creating ultimate experiences.

43.
Here’s what we don’t
often talk about!

44.
“JUST *$)#@ SELL
SOMETHING!!”

45.
It is 10X easier to sell a customer who
previously has had a great experience.

46.
Stores that provide a “ultimate customer
experience ®” create lifetime values
SIX TIMES higher than stores that do not.

47.
Prospects are FOUR TIMES more likely to buy
when referred by a friend.
83% of those friends are willing to give you a
referral when they’ve received an
Ultimate Customer Experience from you.

48.
“WANT TO *$)#@ SELL
SOMETHING??”

49.
“CREATE AN ULTIMATE *$)#@
CUSTOMER EXPERIENCE!”

50.
• PROMISE
• PERFORMANCE
YOUR CUSTOMERS
EVALUATE YOU ON
TWO PRIMARY ASPECTS

51.
Slacker
Fraud
Manipulator
Disruptor
PERFORMANCE
PROMISE

52.
“Do what you said you will do,
when you said you will do it.”

53.
THE GENESIS OF DISRUPTION
IS DISSATISFACTION.

54.
HOW DO WE ELIMINATE
THIS DISSATISFACTION?

55.
How do you demonstrate
customer and
employee respect?

56.
•What will you do to
demonstrate respect for
YOUR team?

57.
•4th son of poor family
•Poor grades in school
•Rejected in his attempt to join
the Army
•Laid off from first job
•Failed in his first business
•Failed in his second business
•Bankruptcy
•Founded business with friend
— and lost it in a feud
•Had a nervous breakdown

58.
YOU CAN!

59.
ScottMcKain
@ScottMcKain
ScottMcKain

60.
Q&A
Nicolas Rodriguez
With: Moderated by:
Business Consultant & Bestselling Author
Linkedin: /in/scottmckain
Twitter ID: @scottmckain
Email: scott@scottmckain.com
Website: scottmckain.com
Scott McKain
Editor, Aggregage
Linkedin:/in/masadluffy/
Twitter ID: @CXUpdate
Email: nicolas.rodriguez@aggregage.com
Website: aggregage.com
https://www.customerexperienceupdate.com/frs/9012653/creating-distinction-to-improve-customer-interactions/
email
https://www.customercontactcentral.com/frs/9012653/creating-distinction-to-improve-customer-interactions/email