The 5-Step Guide for Customer and Culture Transformation: Your “Would You Do That To Your Mother” Reading Experience

The 5-Step Guide for Customer and Culture Transformation: Your “Would You Do That To Your Mother” Reading Experience

As you may know, I’ve just released a new book, Would You Do That To Your Mother? The Make Mom Proud Standard for How to Treat Your Customers – and I’m excited to show you the inside of the book and its components in the video below.

I specifically designed this book to be a series of toolkits for you and your team to use while transforming your company’s customer experience.

I want you to see that this does not look like the typical business book you’re used to reading. There’s a method to this! I know what’s needed inside of organizations in order to get traction implementing new strategies.

With this book, I’ve established a new aspirational standard to define companies whose behaviors elevate it above others in the marketplace: The “Make Mom Proud” company. In “Would You Do That to Your Mother?” you’ll find a 5-step plan for evaluating your company’s current behaviors and implementing actions at every level of the organization to move them toward achieving that revered “Make Mom Proud” company status. In the video below, I explain how I wrote the book for you:

My NEW 5-Step Guide for Customer and Culture Transformation: Your “Would You Do That To Your Mother” Reading Experience:

One example of the many comics, mom lens, and Make Mom Proud O’Meters that you’ll find in the book.

5 Step Plan to Make Mom Proud

Step 1. In “Be the Person I Raised You to Be,” understand how you are hiring, developing and trusting employees to bring the best version of themselves to work. For example: Vail resorts, the world’s largest ski resort operator, banned the three words “Our policy is…” from their vocabulary, freeing employees to take spirited actions to deliver “the experience of a lifetime.”

Step 2.  In “Don’t Make Me Feed You Soap,” learn the eight key frustrations that bind us as customers (waiting, fear, anxiety, the black hole of no communication, among others), and be inspired by companies who are operating on “customer time” versus “company time,” and are reconfiguring their availability to show that they are care.

Step 3.  In “Put Others Before Yourself,” determine if your focus is on helping customers achieve their goals – and evaluate how that is fueling your growth and marketplace position. For example; Canada’s Mayfair Diagnostics spent over a year studying the emotions of patients entering an imaging clinic, so they could redesign their welcome to deliver warmth and caring over procedure and process. The newly designed clinic achieved profitability in record time.

Step 4.  In “Take the High Road,” identify if your behaviors for achieving revenue and growth are grounded in earning goodness-driven growth. Do you nickel and dime customers or make it hard to discern your policies or customer requirements? Do you build balanced relationships with customers, where both sides win? For example, Virgin Hotels, named #1 U.S. hotel by Conde Nast Reader’s Choice Awards, walked away from price gouging at the mini bar, so you’ll never pay more for that Snickers bar than what you’d pay at the corner market.

Step 5.  In “Stop the Shenanigans!” evaluate your current company behaviors cited in each of the thirty-two case studies so that you can focus and identify actions that you can begin immediately.

In addition to all of this, you’ll also find examples from over 85 companies who are overturning their business practices – making this a practical and easy-to-follow guide for your experience and culture transformation. Filled with comics to snapshot our experiences as customers, a “mom lens” to reflect continuously on your performance and a “make mom proud 0’meter” quiz – these tools should help simplify and make the work accessible and achievable.

Join the movement to #MakeMomProud by employing the strategies in this new book across your organization. Whether you’re contemplating your company’s returns policy, its social media presence, or its big-picture strategy, this approach will help your company anticipate both employee and customer needs, extend patience, and show respect at all times.

Visit the Make Mom Proud website to take advantage of a limited time offer to receive additional resources after your book purchase!


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