This Business News Story Was Uncovered By Us From: http://www.youngupstarts.com/2019/10/25/the-power-of-belonging-how-to-turn-your-business-into-a-people-business/
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by Joseph A. Michelli, author of “The Airbnb Way: 5 Leadership Lessons for Igniting Growth through Loyalty, Community, and Belonging“
What business are you in? When asked that question, Howard Schultz, then CEO of Starbucks, responded, “We aren’t in the coffee business serving people, we are in the people business serving coffee.” While this might seem like a subtle or unimportant distinction, it speaks to a company’s strategy.
If you seek to win in the marketplace through differentiated products or service offerings, you may very well be a coffee, automotive, or travel business. But if you believe your products and services are reasonably similar to those of your competitors, you’re likely seeking to differentiate yourself through the customer experiences you provide. Those experiences are shaped and delivered by your people to a group of people you call customers: this makes your business a people business.
To be effective at delivering differentiated human experiences, leaders must define the optimal customer experience they want to deliver every single time, including how customers will feel every time they interact with your brand. In essence, this branded customer experience and its emotional customer outcome make up your organization’s own Way We Serve Statement
. Stellar examples include the Pike Place Fish Market’s “Treat customers like they are world-famous” statement. Mercedes-Benz’s version is simple and to the point: “Drive delight.” The Ritz-Carlton Hotel Company’s has tangible warmth: “… Read More
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