What's important to that new customer you've been trying to win over from your competitor? Everything! Getting new customers is about doing a few big things—and hundreds of small things—better than your competition. We call it managing your T-C-E, or Total Customer Experience.
ACTION ITEM
Pay attention to the details, not just the major elements, of your business.
Picture yourself in a gymnastics competition where, at the end of a performance, the judges hold up their individual scorecards—9.1, 9.4, 9.7. But it's the cumulative score that determines the final ranking of the gymnasts. It's the same for your company. You have to be concerned with a few big things, and hundreds of little things. It's the cumulative attention to detail that will ultimately win over your customers. Customers know they have options and choices, and if you don't manage your T-C-E, they just may go somewhere else.