I recently read an article “Consistency Is Far Greater Than Rare Moments of Greatness” by Scott Ginsberg The Nametag Guy.
In it he makes the point “Because ultimately, consistently is greater than rare moments of greatness. And people only give you credit for that which they see you do consistently.”
It brought to mind that even before we become great — we must first become consistent. If you talk to any professional athlete, cook, public speaker, salesperson or customer service representative, they will all tell you that before they became great they first had to learn how to consistently deliver their product.
Only then were they able push to the next level — become faster, stronger or better.
In the book “The Myth of Excellence“, Crawford & Mathews state the key to successful organizations is first becoming consistent across the 5 key attributes (price, service, access, experience, and service) that consumer’s desire — and then achieving dominance in one and differentiation in a second, while remaining at par with the competition across the balance.
In my post Don’t Be A Jack of all Trades, I talked about focusing on your strengths — but only after you have brought your weaknesses up to par.
The consistent message here seems to be that before we ever become great we must first become consistent with customer expectations across all touch points.
Even if you are great in one area of your business — or one department — a single interaction with your customers that is below expectations can render the entire experience as negative. Think about after-sales service. Any issues come to mind personally.
My Perspective: Look at your customer experience map and look for areas where you are below par. Fix them
Then look for areas where you are or can be exceptional. Leverage them.
Don’t try to be great in all things, figure out what you want to be known for and make that the area that you will seek dominance.
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