In this Expert Insight Interview, Dan Gingiss discusses his latest book, The Experience Maker: How to Create Remarkable Experiences that Your Customers Can’t Wait to Share. Dan Gingiss is an international keynote speaker and customer experience coach.
This Expert Insight Interview discusses:
- Dan Gingiss’s latest book, The Experience Maker
- The way salespeople forget about the value of the customer experience
- Why the customer experience makes a difference in this day and age
The Experience Maker
Dan Gingiss’s latest book, The Experience Maker, is a collection of customer-experience stories that he has collected over the years. The stories come from 20 years of professional experience in corporate America, talking to many companies, researching them, and simply paying attention as a consumer.
When you pay attention and actually look for parts of the experience that stand out, there are many great things to learn. Dan hopes that the examples he presents in the book will inspire every business to start making their experience a little more memorable.
Strange Case of Amnesia
When people cross over the threshold and become a vendor or a company, they tend to forget about what it is like to be a consumer. They put the experience of being a customer behind them and begin to do everything wrong. It is almost like a strange case of amnesia.
The same person that appreciates a really fine dinner at a restaurant with excellent service and a terrific atmosphere then goes to work the next day and treats their customer like an account number.
Do Unto Others
If you look back at what you like as a customer and how you want to be treated, and you think about the brands that you are most loyal to, generally, they will be the ones that treat you the best. The old saying “do unto others as you would have them do unto you” is very applicable to the customer experience.
There’s a perception that most products and services are commoditized nowadays. This means that the experience is the key differentiator between the companies you tend to do business with and those you abandon. Sometimes that even means you’re willing to pay more although the product is of equal quality.
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist