A redwood is one of nature’s most impressive sights. It can stretch to over 350 feet tall and its trunk can grow large enough to drive a car through. It garners jaw-dropping looks of wonderment and adoration. In short, people think redwoods are truly remarkable.
On the other hand, apple trees are pretty standard fare. They’re not very big and the branches have a tendency to stretch out in awkward ways. You probably wouldn’t even recognize an apple tree unless it was bearing its fruit. The fruit that it bears every fall, right on schedule, in impressive volume.
We like to admire and promote the big and impressive things in our organizations. Sure, fancy retail stores and beautiful buildings contribute to the customer experience, but that’s not where the real value comes from.
The real fruit of a customer experience comes from the little things that separate you from the competition. Maybe it’s a reliable customer service agent that makes people smile. Maybe it’s a boring product that provides a crucial function for many of your customers. Maybe it’s a front-line manager that does whatever it takes to exceed customers’ expectations.
So what’s more remarkable, the redwood or the apple tree?