Interestingly, today, customers are not just comparing our company’s customer experience to the kind of customer experience they receive from our direct competitors, rather, they are comparing us to the best customer experiences they receive from any business.
After experiencing the amazing experiences delivered by world-class companies, customers will impose their new standards on you.
- They will demand the same level of delight and excitement.
- They will accept nothing but the exceptional.
- If you fail to provide it, as many of your industry competitors will, you will be subject to price pressure,” according to Arussy in Exceptionalize It!
In today’s highly-competitive marketplace, with increasingly demanding and fickle consumers, the game can end quickly, so it’s critical to create winning strategies, execute well, take chances, learn from mistakes, and try again. But as important as those things are, even that’s not enough to ensure success these days. The companies that will thrive in the next decade are those that most consistently play the ACE, i.e. the Amazing Customer Experience card.
Most often in cards, the ace is the most valuable card in the deck. A "trump" card is a playing card that is elevated above its normal rank or that automatically prevails over all others. In the experience economy, an Amazing Customer Experience (ACE) will be the trump card that will be required to propel your company’s success. Until you have found a way to create an ACE, you’re going to continue to chase your customers.
Producing an ACE is never an accident. It takes enormous forethought and planning, a willingness to ask the tough questions, courage to take decisive action, and the discipline to stick with it.