Scott McKain

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What CustomersREALLY Want.• Customers want a “compelling experience”• Organizations often offer “customer service”• There are three levels of customerinteraction:• Level One:• Level Two:• Level Three:ProcessingServiceExperience
Page 1 and 2: Collapse of Distinction:Scott McKai
Page 3 and 4: Crothersville, Indiana!
Page 5: My parents ran the grocery store in
Page 8 and 9: “The corporation isprimarily a st
Page 11 and 12: So then, WHY does everythingseem th
Page 13 and 14: Destroyers of DifferentiationThere
Page 15 and 16: Destroyer #1:Copycat Competition•
Page 18 and 19: Destroyer #2:More & tougher competi
Page 20 and 21: Familiarity breedsCOMPLACENCYThe mo
Page 24 and 25: ClarityThe FourCornerstonesOf Disti
Page 26 and 27: CLARITY• Clarity is difficult; it
Page 28 and 29: CLARITYOne approach to enhancing cl
Page 30 and 31: High Concept• A High Concept is N
Page 32 and 33: High Concept Requirements•Powerfu
Page 34 and 35: ClarityThe FourCornerstonesCreativi
Page 36 and 37: CREATIVITY• Step One: Drive it Do
Page 38 and 39: CREATIVITY• Step Three: Develop a
Page 40 and 41: CommunicationEarlier today, Dr. Low
Page 42 and 43: ClarityCustomerExperienceFocusThe F
Page 44 and 45: Cornerstone #4:Customer Experience
Page 46 and 47: Ultimate Customer Experience
Page 48: What happened toour store?

Scott McKain

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