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Not so long ago, every business assumed that the keys to success were the highest quality product, the best value for the buck, and the best customer service. Now all we hear about is providing the best “customer experience.”  

I like the insights outlined in the new book “Summit,” by F. Scott Addis, who is an experienced business executive. 

I try to provide an experience with every touchpoint throughout the customer's journey, that aligns with the below recommendations and key differentiators from his book:

1. Listen to the individual customer: Every relationship requires listening, as well as talking. You have to hear your customer’s dreams, goals, passions, and aspirations. That opportunity for your customers to talk and be heard is pleasurable and memorable, and defines their customer experience, more so than just satisfying business touchpoints.  

2. Exploit your product and service differences: A memorable experience has to have something different from the norm. You must be able to highlight these differences between your products and services, and those of your competitors. If not, you are part of the crowd, and no relationship can be built. 

3. Demonstrate the value of your offering: The first step in being able to demonstrate your value is being willing to find out what your customers want or need. This will create a connection with them, which demonstrates more value than price or quality. You create a loyal customer that wants to buy from you, and will recommend you to others.  

4. Show your passion and creativity in every solution: This active discovery mindset searching for new questions drives real innovators away from more of the same. They fundamentally become value seekers; they look for value in every experience, in every conversation. They don’t seek prescriptions, they seek possibilities.

5. Demonstrate your personal commitment: When in contact with customers, focus 100 percent on them, and do all you can to determine and meet their needs. Remember, customers are the reason you do what you do. Give them the respect and results they deserve and they will tell others about your good work and your business.

6. Shoot for the customers’ hearts: Engagement and an emotional connection will make a customer relationship the driving force for loyalty and differentiation. Move from customer friendliness to customer charisma. A business with charisma gives the customer something very special, and they want to tell others about it.