[Laughter] how many of you have experienced an
how many of you have experienced an
how many of you have experienced an exceptional customer experience and
exceptional customer experience and
exceptional customer experience and over-the-top experience at a business
over-the-top experience at a business
over-the-top experience at a business maybe a local restaurant a clothing
maybe a local restaurant a clothing
maybe a local restaurant a clothing retailer your favorite coffee shop maybe
retailer your favorite coffee shop maybe
retailer your favorite coffee shop maybe that last hotel or restaurant that you
that last hotel or restaurant that you
that last hotel or restaurant that you stayed at resort maybe it was the last
stayed at resort maybe it was the last
stayed at resort maybe it was the last family vacation you took to Walt Disney
family vacation you took to Walt Disney
family vacation you took to Walt Disney World so exceptional that you might have
World so exceptional that you might have
World so exceptional that you might have taken a selfie and posted it on social
taken a selfie and posted it on social
taken a selfie and posted it on social media now I know no one here takes
media now I know no one here takes
media now I know no one here takes selfies and certainly no one here posts
selfies and certainly no one here posts
selfies and certainly no one here posts on social media what I do so great like
on social media what I do so great like
on social media what I do so great like me many of you have experienced
me many of you have experienced
me many of you have experienced exceptional customer service that turned
exceptional customer service that turned
exceptional customer service that turned you from a casual shopper to a brand
you from a casual shopper to a brand
you from a casual shopper to a brand loyal ambassador so why is it that each
loyal ambassador so why is it that each
loyal ambassador so why is it that each year roughly 1 million businesses go out
year roughly 1 million businesses go out
year roughly 1 million businesses go out of business is it because of Walmart’s
of business is it because of Walmart’s
of business is it because of Walmart’s aggressive low pricing maybe could it be
aggressive low pricing maybe could it be
aggressive low pricing maybe could it be Amazon or another online retailers
Amazon or another online retailers
Amazon or another online retailers aggressive free shipping program perhaps
aggressive free shipping program perhaps
aggressive free shipping program perhaps is it just that the competitor was that
is it just that the competitor was that
is it just that the competitor was that much better at their marketing and sales
much better at their marketing and sales
much better at their marketing and sales techniques or all these just excuses and
techniques or all these just excuses and
techniques or all these just excuses and the real answer lies in delivering
the real answer lies in delivering
the real answer lies in delivering exceptional customer experiences each
exceptional customer experiences each
exceptional customer experiences each and every day I have been fascinated by
and every day I have been fascinated by
and every day I have been fascinated by business and why some succeed and others
business and why some succeed and others
business and why some succeed and others fail and my career has given me the
fail and my career has given me the
fail and my career has given me the opportunity to visit literally over a
opportunity to visit literally over a
opportunity to visit literally over a thousand businesses and meet hundreds of
thousand businesses and meet hundreds of
thousand businesses and meet hundreds of executives and entrepreneurs and the
executives and entrepreneurs and the
executives and entrepreneurs and the ones that stand out are the ones that
ones that stand out are the ones that
ones that stand out are the ones that truly focus on delivering exceptional
truly focus on delivering exceptional
truly focus on delivering exceptional customer experiences for their clients
customer experiences for their clients
customer experiences for their clients just like that experience some of you
just like that experience some of you
just like that experience some of you thought about a minute or two ago I want
thought about a minute or two ago I want
thought about a minute or two ago I want to share a personal story with you about
to share a personal story with you about
to share a personal story with you about how I was seduced by exceptional
how I was seduced by exceptional
how I was seduced by exceptional customer experience 21 years ago I met
customer experience 21 years ago I met
customer experience 21 years ago I met Ruth the owner of 10:10 optics while
Ruth the owner of 10:10 optics while
Ruth the owner of 10:10 optics while working in New York City just off of
working in New York City just off of
working in New York City just off of Fifth Avenue I didn’t find Ruth’s store
Fifth Avenue I didn’t find Ruth’s store
Fifth Avenue I didn’t find Ruth’s store because of a giant sign outside that
because of a giant sign outside that
because of a giant sign outside that said 20% off and it wasn’t because of a
said 20% off and it wasn’t because of a
said 20% off and it wasn’t because of a newspaper ad she had placed in the paper
newspaper ad she had placed in the paper
newspaper ad she had placed in the paper and it certainly wasn’t
and it certainly wasn’t
and it certainly wasn’t because of a Google search I did or
because of a Google search I did or
because of a Google search I did or email blast that she sent because
email blast that she sent because
email blast that she sent because neither of those options existed in 1996
neither of those options existed in 1996
neither of those options existed in 1996 no I found Ruth store for a very simple
no I found Ruth store for a very simple
no I found Ruth store for a very simple reason that day convenience what’s kept
reason that day convenience what’s kept
reason that day convenience what’s kept me coming back for over 20 years is how
me coming back for over 20 years is how
me coming back for over 20 years is how she treated me on that first visit and
she treated me on that first visit and
she treated me on that first visit and frankly every visit sense on that first
frankly every visit sense on that first
frankly every visit sense on that first visit I entered the store and was
visit I entered the store and was
visit I entered the store and was immediately greeted by an associate who
immediately greeted by an associate who
immediately greeted by an associate who walked me over and introduced me to Ruth
walked me over and introduced me to Ruth
walked me over and introduced me to Ruth Ruth politely asked what brought me in
Ruth politely asked what brought me in
Ruth politely asked what brought me in that day and like most individuals that
that day and like most individuals that
that day and like most individuals that have terrible eyesight I said I’m simply
have terrible eyesight I said I’m simply
have terrible eyesight I said I’m simply here to get a pair of glasses so I can
here to get a pair of glasses so I can
here to get a pair of glasses so I can see and do my work she smiled and
see and do my work she smiled and
see and do my work she smiled and laughed and she said no I mean what
laughed and she said no I mean what
laughed and she said no I mean what style of look are you going for what’s
style of look are you going for what’s
style of look are you going for what’s the look you’re going for I never really
the look you’re going for I never really
the look you’re going for I never really thought about a look or a style with
thought about a look or a style with
thought about a look or a style with wearing glasses they were very
wearing glasses they were very
wearing glasses they were very functional to me so I said well maybe
functional to me so I said well maybe
functional to me so I said well maybe something like Michael J Fox a wireframe
something like Michael J Fox a wireframe
something like Michael J Fox a wireframe she said I’ll take it from here she then
she said I’ll take it from here she then
she said I’ll take it from here she then proceeded to have me try on glasses that
proceeded to have me try on glasses that
proceeded to have me try on glasses that were anything but Michael J Fox
were anything but Michael J Fox
were anything but Michael J Fox wireframe like after about 15 minutes
wireframe like after about 15 minutes
wireframe like after about 15 minutes she laid out three pairs of frames
she laid out three pairs of frames
she laid out three pairs of frames she says John these are the frames
she says John these are the frames
she says John these are the frames you’re going to decide on today option
you’re going to decide on today option
you’re going to decide on today option one is somewhat boring ordinary similar
one is somewhat boring ordinary similar
one is somewhat boring ordinary similar to what you were wearing when you walked
to what you were wearing when you walked
to what you were wearing when you walked in today
in today
in today option two is a little nicer an option
option two is a little nicer an option
option two is a little nicer an option three is the game changer now most
three is the game changer now most
three is the game changer now most likely you’re going to want option one
likely you’re going to want option one
likely you’re going to want option one and she was absolutely right I’d already
and she was absolutely right I’d already
and she was absolutely right I’d already started to take out my wallet to pay for
started to take out my wallet to pay for
started to take out my wallet to pay for them but she said today I’m going to
them but she said today I’m going to
them but she said today I’m going to sell you option number three because
sell you option number three because
sell you option number three because it’s the right option I reluctantly
it’s the right option I reluctantly
it’s the right option I reluctantly purchased those glasses that day and two
purchased those glasses that day and two
purchased those glasses that day and two weeks later walked out with my new
weeks later walked out with my new
weeks later walked out with my new frames incredibly self-conscious had I
frames incredibly self-conscious had I
frames incredibly self-conscious had I made the right decision did Ruth
made the right decision did Ruth
made the right decision did Ruth honestly sell me the best pair of frames
honestly sell me the best pair of frames
honestly sell me the best pair of frames for my face and personality or did she
for my face and personality or did she
for my face and personality or did she sell me the frames that were going to
sell me the frames that were going to
sell me the frames that were going to generate the highest profit for her
generate the highest profit for her
generate the highest profit for her store a few seconds later a woman walked
store a few seconds later a woman walked
store a few seconds later a woman walked up to me total stranger and she said Wow
up to me total stranger and she said Wow
up to me total stranger and she said Wow I love those frames Ruth is good
I love those frames Ruth is good
I love those frames Ruth is good she literally had somebody waiting
she literally had somebody waiting
she literally had somebody waiting outside the store to compliment
outside the store to compliment
outside the store to compliment customers as they walked out well done
customers as they walked out well done
customers as they walked out well done it wasn’t until I received the fifth
it wasn’t until I received the fifth
it wasn’t until I received the fifth compliment on my commute home that day
compliment on my commute home that day
compliment on my commute home that day that I realized that Ruth was truly a
that I realized that Ruth was truly a
that I realized that Ruth was truly a genius and had delivered an exceptional
genius and had delivered an exceptional
genius and had delivered an exceptional customer experience and by the way my
customer experience and by the way my
customer experience and by the way my wife Cynthia absolutely loved them
wife Cynthia absolutely loved them
wife Cynthia absolutely loved them customer experience isn’t about
customer experience isn’t about
customer experience isn’t about necessarily the product or service that
necessarily the product or service that
necessarily the product or service that you offer it’s about how you make
you offer it’s about how you make
you offer it’s about how you make someone feel during the buying journey
someone feel during the buying journey
someone feel during the buying journey and frankly after the purchase has been
and frankly after the purchase has been
and frankly after the purchase has been made Maya Angelou said it best they may
made Maya Angelou said it best they may
made Maya Angelou said it best they may forget what you said but they will never
forget what you said but they will never
forget what you said but they will never forget how you made them feel and Ruth
forget how you made them feel and Ruth
forget how you made them feel and Ruth made me feel excited nervous confident
made me feel excited nervous confident
made me feel excited nervous confident and important all at the same time she
and important all at the same time she
and important all at the same time she had truly delivered on her promise of
had truly delivered on her promise of
had truly delivered on her promise of delivering exceptional customer service
delivering exceptional customer service
delivering exceptional customer service so 21 years later I continue to receive
so 21 years later I continue to receive
so 21 years later I continue to receive compliments on my glasses in fact
compliments on my glasses in fact
compliments on my glasses in fact someone outside before the TED talk it
someone outside before the TED talk it
someone outside before the TED talk it was named was Ted actually said he loved
was named was Ted actually said he loved
was named was Ted actually said he loved my frames and 20 years plus later I
my frames and 20 years plus later I
my frames and 20 years plus later I still go to Ruth
still go to Ruth
still go to Ruth even though I have to travel three hours
even though I have to travel three hours
even though I have to travel three hours each way to get to her location in New
each way to get to her location in New
each way to get to her location in New York take a personal vacation day to
York take a personal vacation day to
York take a personal vacation day to make an appointment during the week okay
make an appointment during the week okay
make an appointment during the week okay what’s more ironic is there are
what’s more ironic is there are
what’s more ironic is there are literally a hundred optic centers that
literally a hundred optic centers that
literally a hundred optic centers that are closer and online options that are
are closer and online options that are
are closer and online options that are more convenient and certainly less
more convenient and certainly less
more convenient and certainly less expensive the answer is simple and it’s
expensive the answer is simple and it’s
expensive the answer is simple and it’s why so many other businesses that focus
why so many other businesses that focus
why so many other businesses that focus on exceptional customer service do so
on exceptional customer service do so
on exceptional customer service do so well like Mitchell’s of Westport that
well like Mitchell’s of Westport that
well like Mitchell’s of Westport that open their doors in 1958 they are men’s
open their doors in 1958 they are men’s
open their doors in 1958 they are men’s and women’s clothing store in Westport
and women’s clothing store in Westport
and women’s clothing store in Westport Connecticut weighs its cheese shop in
Connecticut weighs its cheese shop in
Connecticut weighs its cheese shop in Wellesley Massachusetts that open their
Wellesley Massachusetts that open their
Wellesley Massachusetts that open their doors in 1964 and as you can guess
doors in 1964 and as you can guess
doors in 1964 and as you can guess purveyors of fine cheeses as well as
purveyors of fine cheeses as well as
purveyors of fine cheeses as well as wines and other gourmet items and my
wines and other gourmet items and my
wines and other gourmet items and my favorite Jewish deli in Ann Arbor
favorite Jewish deli in Ann Arbor
favorite Jewish deli in Ann Arbor Michigan that opened their doors in 1982
Michigan that opened their doors in 1982
Michigan that opened their doors in 1982 Zingerman’s in Ann Arbor Michigan that
Zingerman’s in Ann Arbor Michigan that
Zingerman’s in Ann Arbor Michigan that is absolutely spectacular and again 1982
is absolutely spectacular and again 1982
is absolutely spectacular and again 1982 now these businesses don’t just survive
now these businesses don’t just survive
now these businesses don’t just survive they thrive and it’s not
they thrive and it’s not
they thrive and it’s not because I can buy clothing at Mitchells
because I can buy clothing at Mitchells
because I can buy clothing at Mitchells that no one else carries or that I can
that no one else carries or that I can
that no one else carries or that I can get cheeses at the lowest price at ways
get cheeses at the lowest price at ways
get cheeses at the lowest price at ways exchanged are or that I can order a
exchanged are or that I can order a
exchanged are or that I can order a pastrami on rye with or without mustard
pastrami on rye with or without mustard
pastrami on rye with or without mustard at Zingerman’s no the answer is simple
at Zingerman’s no the answer is simple
at Zingerman’s no the answer is simple it’s what they all have in common they
it’s what they all have in common they
it’s what they all have in common they all focus on delivering exceptional
all focus on delivering exceptional
all focus on delivering exceptional customer experiences each and every day
customer experiences each and every day
customer experiences each and every day it’s what keeps the barrier between them
it’s what keeps the barrier between them
it’s what keeps the barrier between them and their competitors delivering
and their competitors delivering
and their competitors delivering customer experience isn’t just good for
customer experience isn’t just good for
customer experience isn’t just good for the customer by the way it’s actually
the customer by the way it’s actually
the customer by the way it’s actually good business and Forrester Research did
good business and Forrester Research did
good business and Forrester Research did a study over a five-year period and in
a study over a five-year period and in
a study over a five-year period and in in 2016 they published this paper and
in 2016 they published this paper and
in 2016 they published this paper and what they found was companies that truly
what they found was companies that truly
what they found was companies that truly focus on exceptional experiences for
focus on exceptional experiences for
focus on exceptional experiences for customers outperform the leaders
customers outperform the leaders
customers outperform the leaders outperform the laggers in customer
outperform the laggers in customer
outperform the laggers in customer experience significantly in revenue so
experience significantly in revenue so
experience significantly in revenue so it’s not just good for customers it’s
it’s not just good for customers it’s
it’s not just good for customers it’s just good business to have excellent
just good business to have excellent
just good business to have excellent customer service so so as we look
customer service so so as we look
customer service so so as we look forward technology marketing techniques
forward technology marketing techniques
forward technology marketing techniques and sales channels will continue to
and sales channels will continue to
and sales channels will continue to evolve and continue to push these
evolve and continue to push these
evolve and continue to push these businesses as well as roofs and maybe
businesses as well as roofs and maybe
businesses as well as roofs and maybe your someday but as long as they stay
your someday but as long as they stay
your someday but as long as they stay true to their core principles of
true to their core principles of
true to their core principles of delivering exceptional customer service
delivering exceptional customer service
delivering exceptional customer service I am confident I’m gonna be able to buy
I am confident I’m gonna be able to buy
I am confident I’m gonna be able to buy really nice clothing enjoy the finest of
really nice clothing enjoy the finest of
really nice clothing enjoy the finest of cheeses and order a pastrami on rye
cheeses and order a pastrami on rye
cheeses and order a pastrami on rye extra mustard all while wearing the
extra mustard all while wearing the
extra mustard all while wearing the perfect pair of frames I was seduced by
perfect pair of frames I was seduced by
perfect pair of frames I was seduced by exceptional customer experience and I
exceptional customer experience and I
exceptional customer experience and I couldn’t be happier
couldn’t be happier
couldn’t be happier thank you
”
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