Many companies try to copy the actions that result from beloved companies’ decisions. The fact of the matter is decisions that earn customer love are not easily reached. To achieve the same impact, what enabled the decision must exist. You must get beyond the decision itself and possess what lies beneath it.

What is the intent at the core of the decision?
What motivated leaders and employees to make their decisions?

It’s the intent (the “what”) and the motivation (the “why”) behind decisions that bond people with companies.

When your intent (what you want to accomplish) and your motivation (the reason why you make your decision) are driven by your awareness of and empathy for the people impacted by your decisions, the outcomes will set you apart. The humanity and empathy of your decisions will connect you emotionally with customers. And those customers will grow your business by telling the story of their experiences to everyone they know.

In uncovering intention and motivation, what becomes clear is that beloved companies defy traditional practices and resist restricting customers and employees with a set of rules and regulations.

With each shipment you make, with each call, with each customer contact, decide what you want your customers to get from you. Decide how you want them to describe you. Choose what story you want them to tell about your products and services. Making it happen begins with how you make decisions. It’s about the intent and motivation that guide your customer experience decisions. Are you ready?

 

About Jeanne Bliss

Jeanne Bliss is not an evangelist or observer of companies; she is a customer experience expert.

As the Customer Leadership Executive for five large U.S. market leaders, Jeanne fought valiantly to get the customer on the strategic agenda, redirecting priorities and creating transformational changes to the brands’ customer loyalty. She has driven achievement of 95 percent loyalty rates, changing customer experiences across 50,000-person organizations.

Jeanne developed her passion for customer loyalty at Lands’ End, Inc., where she reported to the company’s founder and executive committee as leader for the Lands’ End customer experience. She was Senior Vice President of Franchise Services for Coldwell Banker Corporation. Jeanne served Allstate Corporation as its chief officer for customer loyalty & retention. She was Microsoft Corporation’s General Manager of Worldwide Customer & Partner Loyalty. At Mazda Motor of America she initiated the brand’s retention effort.


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