Dr Joseph Michelli has an answer for the challenging economic environment – become a beloved brand!
The Bar Continues to Rise
I have written in the past about how the “bar” continues to rise for business and non-business organizations alike. In the 1980s we were forced to finally get serious about creating quality products and services. Many of us initially thought that it would cost more but then discovered, as Phillip Crosby told us in his book by the same title, “Quality is Free!” While many often say “people are our greatest assets,” in the 90s we found that talented engaged employees were a competitive advantage especially in knowledge-intensive industries and thus we now have to compete for talent. Even, it seems, in times of high unemployment. In the last ten years or so we found ourselves being pressured from a variety of stakeholders to improve our products, services, and operations to be more environmentally friendly. Now we find, once again, that economic sustainability and growth can’t be taken for granted. So, how do we compete in times of anemic economic growth?
Compelling Customer Experiences
The answer according to Michelli is to become what he likes to call a “beloved brand.” He combines heart with anecdotes and facts to weave a compelling experience focused on creating the type of customer experiences that will make your company a beloved brand! His practical examples and inspiring stories range from Pikes Place Fish Market in Seattle (fundamentally a commodity industry) to Ritz Carlton a high-end service business to Zappos a shoe retailer. Each of which has been the focus of a Dr. Michelli book. While each of these companies did (and do) it differently, they all went beyond high-quality products and services and creating value to creating memorable experiences for the customers that were beyond expectations. The result? Customers who come back (repeat business), customers who bring their friends with them (referral business) and customers who market your business to everyone they know at no cost to you!
Local business leaders and students at the Monfort College of Business at the University of Northern Colorado were lucky enough to experience Dr. Joseph Michelli and his message on becoming a beloved brand. What made the events so memorable was Dr. Michelli created an experience so rich and inspirational that he himself is a beloved brand! I hope you get the chance to see Dr. Michelli in person. I will leave you with one question – what would it take to turn your brand into a beloved brand?