Key Perspectives

Now that you have written a compelling story that describes what it is like when your business provides Ultimate Customer Experiences, consider what that is like from other perspectives.  Once again, we have given you sample questions.


  1. As the owner, what is your day like?
  2. What do you do and focus on?
  3. What do you not do?
  4. How does it feel? 
  5. What things are “handled” and what things are you paying attention to?
  6. What is the financial outcome for you personally? Be specific.
  7. What is your stress level on a scale of 1 to 10?
  8. Do you get to spend time with those who matter most?

Don’t hold back any details about what it is measurably like for you as the owner when your business is fully and finally mature.


  1. What do they think about your business?
  2. What do they tell their friends or colleagues?
  3. How likely is it that they will refer you?
  4. What problems are you solving for them and how does that affect their businesses or their lives?
  5. Beyond your specific product or service, how does the way you do business affect them?
  6. What is your reputation?  How much do they trust you?


  1. What do they do?
  2. What do they not do?
  3. Are they proactive?
  4. How well compensated are they?
  5. How well do they perform compared to “market level” employees?
  6. How well are they trained?  What are you doing to train them?
  7. Do they have benefits?  What are they, and do your employees feel blessed by them?
  8. Are they growing in their personal lives? How?
  9. Are they carrying your vision in their hearts and if so, what makes that evident?


  1. If applicable, how do they participate?
  2. How do you communicate with them?
  3. What are their financial returns?
  4. What is their experience like?

Suppliers and Vendors

  1. If applicable, how do you interact with them?
  2. What do they expect from you?
  3. What do you expect from them?
  4. What is the relationship like?
  5. What happens?
  6. What doesn’t happen?
  7. How are they paid and in what time frame? 
  8. Do they refer your company to their acquaintances?

If any of these perspectives need to accounted for in your story, please refine and edit it accordingly.

The UCE document is not an external marketing piece or brochure.  It is not a business plan or a strategic plan.  It is an internal document used to inform decisions that everyone in your business makes to accomplish the vision and mission of the organization.  It leads people to action.  For your company to be successful, your entire team must make informed decisions and implement actions based on the vision.  As one proverb states, “vision without action is a daydream.  Action without vision is a nightmare.”  Whenever a decision needs to be made, your team can turn to this document and ask, “Does this decision move us toward or away from accomplishing our vision and mission and serving others by providing the Ultimate Customer Experience?”    

Writing out a story of the Ultimate Customer Experience for your organization takes time, but it is worth it!  It brings such clarity and focus to not just you, but eventually all the member of your organization.  We want to encourage you to really think it through and come up with a document that describes your company’s Ultimate Customer Experience!!