“Your brand is what your customers tell others about their experience.” This is the fourth sentence of the differentiated experience (DX) manifesto. It speaks to the power of word of mouth in marketing.

Today’s customers don’t know what they like…. They like what they know or more importantly, what their friends know. According to McKinsey & Company, 67% of all consumer decisions are primarily influenced by word of mouth.

Creating small unexpected extras can go a long way to increasing retention, promoting loyalty, and generating positive word of mouth.

Investing in a differentiated experience for current customers is the lowest hanging fruit in marketing. Conversely, focusing solely on prospects in the purchase funnel and neglecting actual CX is a recipe for disaster.

How are you standing out in a sea of sameness?

What are your one or two signature differentiators in your experience? What’s that little something extra that is tangible, valuable, and talkable?

– What’s your warm-chocolate-chip-cookie first impression like DoubleTree by Hilton Hotels?

– What’s your Bags Fly Free added value like Southwest Airlines?

Are you invoking the advice of Bonnie Raitt in her most famous song, “Let’s Give Them Something to Talk About”?

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Stan Phelps walks the walk. He stands out in the sea of sameness by modeling his own Differentiated Experience (DX) message: Differentiation isn’t just about what you say, it’s about what you do and, more importantly, how and why you do it. Stan leverages his unique collection of 5,000+ case studies on customer, employee, and brand experience to engage audiences with informative learning-based experiences. He believes purposeful DX wins the hearts of employees and customers, and differentiation ultimately boosts loyalty, retention, referrals, and results.

Find Stan’s in-person and virtual keynotes, workshops, and Goldfish tank programs at StanPhelps.com.