{"id":466,"date":"2026-07-15T20:48:00","date_gmt":"2026-07-15T20:48:00","guid":{"rendered":"https:\/\/www.highpoint.edu\/watch\/scott-mckain-customer-experience-cornerstone\/"},"modified":"2026-07-15T20:48:00","modified_gmt":"2026-07-15T20:48:00","slug":"scott-mckain-customer-experience-cornerstone","status":"publish","type":"post","link":"https:\/\/www.highpoint.edu\/watch\/scott-mckain-customer-experience-cornerstone\/","title":{"rendered":"Scott McKain | Cornerstone Distinction #4: Customer Experience Focus Episode 6"},"content":{"rendered":"<article class=\"hpu-video-article\">\n<div class=\"hpu-video-layout\">\n<aside class=\"hpu-video-sidebar\">\n<div class=\"hpu-video-sidebar-inner\">\n<div class=\"hpu-video-cta-container\">\n<div id=\"hpu-video-cta\"><\/div>\n<\/p><\/div>\n<section id=\"hpu-video-transcript\" class=\"hpu-video-transcript\" aria-label=\"Video Transcript\">\n<div class=\"hpu-video-transcript-header\">\n                        <span class=\"hpu-video-transcript-title\">Chapters &amp; Transcript<\/span>\n                    <\/div>\n<div id=\"hpu-video-transcript-content\" class=\"hpu-video-transcript-content\" role=\"region\" aria-label=\"Transcript chapters\">\n<div class=\"hpu-video-transcript-chapter expanded\">\n<div class=\"hpu-video-transcript-chapter-header\" role=\"button\" aria-expanded=\"true\">\n<div class=\"hpu-video-transcript-chapter-header-top\">\n<div class=\"hpu-video-transcript-chapter-number\">1<\/div>\n<h2 class=\"hpu-video-transcript-speaker\">Introduction<\/h2>\n<\/p><\/div>\n<\/p><\/div>\n<div class=\"hpu-video-transcript-text-container\">\n<div class=\"hpu-video-transcript-text-inner\">\n                                    <span class=\"hpu-video-transcript-chapter-time\"><a href=\"https:\/\/www.youtube.com\/watch?v=sSNfMIBczz8&amp;t=0\">0:00<\/a><\/span><\/p>\n<p class=\"hpu-video-transcript-text\">So now we&#039;ve arrived at the fourth and final of the four cornerstones of the cornerstone and it&#039;s a customer experience focus. Now notice it&#039;s not just saying focus on the customer because a lot of companies and a lot of people say oh I care about my customer. I focus on the customer. This is a little bit different because it&#039;s about the customer experience. Now I&#039;m going to suggest to you, there are three dimensions with which we interact with our customers. You can look at this in your career with internal customers. Those are the people you work with.<\/p>\n<p class=\"hpu-video-transcript-text\">External customers, those are the people that your business serves or that you serve in what you do. It can be in your personal life, but let&#039;s talk about those three dimensions. And I&#039;m going to use we&#039;re in the restaurant here, the fine dining restaurant called Alo at High Point University, which is an incredible uh restaurant where I&#039;ve dined many times.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<div class=\"hpu-video-transcript-chapter\">\n<div class=\"hpu-video-transcript-chapter-header\" role=\"button\" aria-expanded=\"true\">\n<div class=\"hpu-video-transcript-chapter-header-top\">\n<div class=\"hpu-video-transcript-chapter-number\">2<\/div>\n<h2 class=\"hpu-video-transcript-speaker\">What is &#039;processing&#039; in customer experience?<\/h2>\n<\/p><\/div>\n<\/p><\/div>\n<div class=\"hpu-video-transcript-text-container\">\n<div class=\"hpu-video-transcript-text-inner\">\n                                    <span class=\"hpu-video-transcript-chapter-time\"><a href=\"https:\/\/www.youtube.com\/watch?v=sSNfMIBczz8&amp;t=68.08\">1:08<\/a><\/span><\/p>\n<p class=\"hpu-video-transcript-text\">And I&#039;m going to use that as the example of how we get to the customer experience. The three dimensions begin with processing. Processing consists of the elements of any transaction that you have with another person or with a business that you have a right to expect because you&#039;ve chosen to spend your money, your time, your attention with that particular area. So, if I&#039;m here at Aloe, what do I have a right to expect? Well, I have a right to expect that the tablecloth is going to be clean and the napkin is going to be here, that the utensils have been sterilized and clean, I have a right to expect the meal&#039;s going to be good, right?<\/p>\n<p class=\"hpu-video-transcript-text\">I mean, I&#039;ve chosen here as opposed to all of the other dining alternatives in the area. Those are things I have a right to expect. If they don&#039;t get this right, nothing else matters. I read in Harvard Business Review a while back that only 16% of organizations even have a list of what the non-negotiables are that a customer can expect. So if you just make a list personally or professionally about what the people that you deal with have a right to expect because they&#039;re spending their time, their money, their attention with you, you&#039;re in the top 16%. So if they don&#039;t get the meal right, if this isn&#039;t perfect, then nothing else<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<div class=\"hpu-video-transcript-chapter\">\n<div class=\"hpu-video-transcript-chapter-header\" role=\"button\" aria-expanded=\"true\">\n<div class=\"hpu-video-transcript-chapter-header-top\">\n<div class=\"hpu-video-transcript-chapter-number\">3<\/div>\n<h2 class=\"hpu-video-transcript-speaker\">How does service remove friction for customers?<\/h2>\n<\/p><\/div>\n<\/p><\/div>\n<div class=\"hpu-video-transcript-text-container\">\n<div class=\"hpu-video-transcript-text-inner\">\n                                    <span class=\"hpu-video-transcript-chapter-time\"><a href=\"https:\/\/www.youtube.com\/watch?v=sSNfMIBczz8&amp;t=146\">2:26<\/a><\/span><\/p>\n<p class=\"hpu-video-transcript-text\">matters. The second dimension is what I call service. And service removes friction from the process. It makes it easier to do business. So, as I&#039;m sitting here, if everything is great from a processing level, but the server comes up and is sweating and is too many tables and he&#039;s upset, it detracts from my meal. It detracts from what I&#039;m spending money for and time with. It makes it tougher to enjoy my night. So service is those things that we do to eliminate that. It means the server is friendly. It means the server may ask my name and use it in conversation.<\/p>\n<p class=\"hpu-video-transcript-text\">It may mean that they go the extra mile to, you know, to bring a little appetizer at the beginning or a little dessert afterwards to make it more enjoyable in regards to the choice that we&#039;ve made to dine here. But the highest level is the experience. And the experience adds a couple different dimensions. It adds personalization and emotion. Now, personalization means that when I sit down, the server or the hostess comes up and says, &#034;Gosh, Mr.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<div class=\"hpu-video-transcript-chapter\">\n<div class=\"hpu-video-transcript-chapter-header\" role=\"button\" aria-expanded=\"true\">\n<div class=\"hpu-video-transcript-chapter-header-top\">\n<div class=\"hpu-video-transcript-chapter-number\">4<\/div>\n<h2 class=\"hpu-video-transcript-speaker\">Why do personalization and emotion drive loyalty?<\/h2>\n<\/p><\/div>\n<\/p><\/div>\n<div class=\"hpu-video-transcript-text-container\">\n<div class=\"hpu-video-transcript-text-inner\">\n                                    <span class=\"hpu-video-transcript-chapter-time\"><a href=\"https:\/\/www.youtube.com\/watch?v=sSNfMIBczz8&amp;t=216\">3:36<\/a><\/span><\/p>\n<p class=\"hpu-video-transcript-text\">McCain, it&#039;s great that you&#039;re back. We really appreciate your business.&#034; When I board a flight on Delta Airlines, they look down and they notice that I&#039;m a frequent flyer. Many times they&#039;ll say, &#034;Oh gosh, Mr. McCain, you&#039;ve flown almost three million miles on Delta. We appreciate your loyalty.&#034; You know, that might sound like a little thing, but it&#039;s really a significant thing. A friend of mine for a long time is an author and speaker named Joel Weldon. And Joel is in his 80s, been around for a long time, but he has a very profound thought. He&#039;ll stand in front of audiences and he will say for everybody in the room, how many of you by show of hands have been bitten by an elephant?<\/p>\n<p class=\"hpu-video-transcript-text\">Nobody raises their hand, right? Then he says, &#034;How many of you been bitten by a mosquito?&#034; And everybody raises their hand. Joel will pause a second for a fact and he goes, &#034;See, it&#039;s the little things that get you.&#034; When it comes to creating an experience, a lot of times it&#039;s the little things that make a huge difference. Recognizing loyalty, using someone&#039;s name in the conversation. But the other dimension that I mentioned earlier is emotion. And that&#039;s not a word we talk a lot about in business, but it really is the critical factor. Why would I be loyal to something towards which I have no feeling?<\/p>\n<p class=\"hpu-video-transcript-text\">Every business, everybody wants loyalty. They want engagement. They want involvement. But yet, you don&#039;t get engaged and involved and stay somewhere where you have no feeling about what you&#039;re doing. You know, part of the success here at High Point University is the engagement that it creates not only with students, but with parents, with staff, with everybody here. The philosophy of High Point is that you&#039;re going to have an experience with caring individuals in a supportive environment. And all of that serves to create the emotion that creates the experience that engenders loyalty because it hits on that fourth cornerstone of distinction.<\/p>\n<p class=\"hpu-video-transcript-text\">So, think about how all three of those apply. If the meal is bad, I don&#039;t care how much the server smiles. But if the meal is good and the server smiles, it&#039;s okay, but it&#039;s transactional. But if the meal is good and the server smiles and they use my name and they thank me or they welcome me because it&#039;s my first time and we hope you come back and they do something a little extra that&#039;s unexpected that really makes me feel great about the fact I&#039;ve chosen to do business here. Now you&#039;ve created an experience.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<div class=\"hpu-video-transcript-chapter\">\n<div class=\"hpu-video-transcript-chapter-header\" role=\"button\" aria-expanded=\"true\">\n<div class=\"hpu-video-transcript-chapter-header-top\">\n<div class=\"hpu-video-transcript-chapter-number\">5<\/div>\n<h2 class=\"hpu-video-transcript-speaker\">What is the &#039;ultimate customer experience&#039;?<\/h2>\n<\/p><\/div>\n<\/p><\/div>\n<div class=\"hpu-video-transcript-text-container\">\n<div class=\"hpu-video-transcript-text-inner\">\n                                    <span class=\"hpu-video-transcript-chapter-time\"><a href=\"https:\/\/www.youtube.com\/watch?v=sSNfMIBczz8&amp;t=365.12\">6:05<\/a><\/span><\/p>\n<p class=\"hpu-video-transcript-text\">One of the things our company owns is the federally registered trademark on the term ultimate customer experience. And so that&#039;s a question I think every business should be asking. What is the ultimate experience that you can be creating for the people that you serve? It&#039;s a legendary story and several other companies have adopted it, but the first I heard about was Amazon. That in every meeting that they have at Amazon, there has to be an empty chair and that empty chair represents the customer. So, at some point in every meeting, they look at that empty chair and they ask, &#034;Now, how would the person in that chair respond to what we&#039;re talking about right now?&#034;<\/p>\n<p class=\"hpu-video-transcript-text\">They ask about the customer and everything they do. That&#039;s part of what creates an ultimate customer experience. So, to follow up on this fourth cornerstone of distinction, how do you create an ultimate customer experience? It begins by asking, &#034;What if everything went exactly right?&#034;<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<div class=\"hpu-video-transcript-chapter\">\n<div class=\"hpu-video-transcript-chapter-header\" role=\"button\" aria-expanded=\"true\">\n<div class=\"hpu-video-transcript-chapter-header-top\">\n<div class=\"hpu-video-transcript-chapter-number\">6<\/div>\n<h2 class=\"hpu-video-transcript-speaker\">How do you create an ultimate customer experience?<\/h2>\n<\/p><\/div>\n<\/p><\/div>\n<div class=\"hpu-video-transcript-text-container\">\n<div class=\"hpu-video-transcript-text-inner\">\n                                    <span class=\"hpu-video-transcript-chapter-time\"><a href=\"https:\/\/www.youtube.com\/watch?v=sSNfMIBczz8&amp;t=422.72\">7:03<\/a><\/span><\/p>\n<p class=\"hpu-video-transcript-text\">At this point, a lot of people say, &#034;Well, it never goes that way. I can&#039;t believe that. But if you don&#039;t ask the ultimate, you&#039;re never going to get close to it. If everything went exactly right, what would that look like, sound like, feel like? What would that be like?&#034; So, here at Alo, the restaurant, they would make a list of, you know, we greet the customer with a smile. We get them seated at the time of the reservation. We make a list of if everything went exactly right, what would happen. That&#039;s your first step. Second is, what do we have to make it work out that way in terms of how do we educate our team and how do we order the food and when do we serve?<\/p>\n<p class=\"hpu-video-transcript-text\">What do we have to do to make it work out that way for every person for every profession for every business that&#039;s going to be different, but the question remains the same. The question is what are the roadblocks? In other words, Is there an old policy or old procedure that maybe we need to eliminate or a new policy or a new procedure that we need to initiate We need to find out what we need to do to eliminate the roadblocks that get in our way of providing this. The next<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<div class=\"hpu-video-transcript-chapter\">\n<div class=\"hpu-video-transcript-chapter-header\" role=\"button\" aria-expanded=\"true\">\n<div class=\"hpu-video-transcript-chapter-header-top\">\n<div class=\"hpu-video-transcript-chapter-number\">7<\/div>\n<h2 class=\"hpu-video-transcript-speaker\">How does High Point University teach life skills?<\/h2>\n<\/p><\/div>\n<\/p><\/div>\n<div class=\"hpu-video-transcript-text-container\">\n<div class=\"hpu-video-transcript-text-inner\">\n                                    <span class=\"hpu-video-transcript-chapter-time\"><a href=\"https:\/\/www.youtube.com\/watch?v=sSNfMIBczz8&amp;t=485.52\">8:06<\/a><\/span><\/p>\n<p class=\"hpu-video-transcript-text\">question is, am I providing the tools that it takes to get the job done? In other words, am I doing the training and the education? That&#039;s part of why life skills are so important. That&#039;s one of the things that I love here about High Point University, the premier life skills university, it&#039;s not just the mechanics of cooking the food properly. It&#039;s also the mechanics of what does it take to have a conversation. Part of the reason they have a restaurant like this, by the way, is so that students here develop the life skills of knowing what&#039;s a superior experience so they can go out and create it for their employer and for their employer&#039;s customers.<\/p>\n<p class=\"hpu-video-transcript-text\">That&#039;s part of what we all have to do. So the ultimate customer experience is really the completion of cornerstone number four, which is a customer experience focus. Look, at the end of the day, every business has to have loyal customers who refer you to their family, their friends, and their colleagues. It&#039;s key to success. So, by completing cornerstone number four, you assure that you have implemented all of the four cornerstones of distinction.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/section><\/div>\n<\/aside>\n<div class=\"hpu-video-main\">\n<section class=\"hpu-video-section\" aria-label=\"Video Player\">\n<div class=\"hpu-video-section-iframe\">\n                    <iframe loading=\"lazy\" title=\"Scott McKain | Cornerstone Distinction #4: Customer Experience Focus Episode 6\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/sSNfMIBczz8?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n                <\/div>\n<\/section>\n<div class=\"hpu-video-body\">\n<div class=\"hpu-video-tabs\">\n                    <button class=\"hpu-video-tab-btn active\" data-tab=\"description\">Description<\/button><br \/>\n                    <button class=\"hpu-video-tab-btn\" data-tab=\"related\">Related Videos<\/button>\n                <\/div>\n<div class=\"hpu-video-tab-content active\" id=\"tab-description\">\n<section class=\"hpu-video-summary\" aria-label=\"Video Description\">\n<p>Business consultant Scott McKain, filmed at High Point University&#039;s Alo restaurant, breaks down the fourth cornerstone of distinction: a customer experience focus. He explains three dimensions of any customer interaction\u2014processing, service, and experience\u2014and describes how the trademarked &#039;ultimate customer experience&#039; is built by removing roadblocks and training people well. He ties this to HPU&#039;s premier life skills program, which uses the Alo restaurant to teach students how to create superior experiences for future employers and customers.<\/p>\n<div class=\"hpu-video-tags\"><\/div>\n<\/section><\/div>\n<div class=\"hpu-video-tab-content\" id=\"tab-related\">\n<section class=\"hpu-related-videos\" aria-label=\"Related Videos\">\n<div class=\"hpu-related-videos-slider\"><\/div>\n<p class=\"hpu-related-videos-none\">No related videos found.<\/p>\n<\/section><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<script>\r\n  \/\/ \u2500\u2500 Initialize Transcript Headings \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\r\n  const firstChapterHeading = document.querySelector('.hpu-video-transcript-chapter:first-child .hpu-video-transcript-speaker');\r\n  if (firstChapterHeading) {\r\n    firstChapterHeading.innerHTML = 'Introduction';\r\n  }\r\n\r\n  \/\/ \u2500\u2500 Transcript Accordion Logic \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\r\n  const chapters = document.querySelectorAll(\".hpu-video-transcript-chapter\");\r\n  \r\n  chapters.forEach(chapter => {\r\n    const header = chapter.querySelector(\".hpu-video-transcript-chapter-header\");\r\n    const content = chapter.querySelector(\".hpu-video-transcript-text-container\");\r\n    \r\n    \/\/ Initialize height for expanded ones\r\n    if (chapter.classList.contains(\"expanded\")) {\r\n      content.style.height = \"auto\";\r\n    }\r\n\r\n    header.addEventListener(\"click\", () => {\r\n      const isExpanded = chapter.classList.contains(\"expanded\");\r\n      \r\n      if (!isExpanded) {\r\n        \/\/ Expand\r\n        chapter.classList.add(\"expanded\");\r\n        header.setAttribute(\"aria-expanded\", \"true\");\r\n        content.style.height = content.scrollHeight + \"px\";\r\n        \r\n        content.addEventListener(\r\n          \"transitionend\",\r\n          function handler() {\r\n            content.style.height = \"auto\";\r\n            content.removeEventListener(\"transitionend\", handler);\r\n          },\r\n          { once: true }\r\n        );\r\n      } else {\r\n        \/\/ Collapse\r\n        content.style.height = content.scrollHeight + \"px\";\r\n        content.offsetHeight; \/\/ force reflow\r\n        content.style.height = \"0\";\r\n        chapter.classList.remove(\"expanded\");\r\n        header.setAttribute(\"aria-expanded\", \"false\");\r\n      }\r\n    });\r\n  });\r\n\r\n  \/\/ \u2500\u2500 Tab Logic \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\r\n  const tabBtns = document.querySelectorAll(\".hpu-video-tab-btn\");\r\n  const tabContents = document.querySelectorAll(\".hpu-video-tab-content\");\r\n\r\n  tabBtns.forEach(btn => {\r\n    btn.addEventListener(\"click\", () => {\r\n      const targetId = \"tab-\" + btn.getAttribute(\"data-tab\");\r\n      \r\n      tabBtns.forEach(b => b.classList.remove(\"active\"));\r\n      tabContents.forEach(c => c.classList.remove(\"active\"));\r\n      \r\n      btn.classList.add(\"active\");\r\n      const targetContent = document.getElementById(targetId);\r\n      if (targetContent) targetContent.classList.add(\"active\");\r\n    });\r\n  });\r\n\r\n  \/\/ \u2500\u2500 Fancybox Modal Logic \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\r\n  document\r\n    .querySelectorAll(\".hpu-video-transcript-text-inner\")\r\n    .forEach(function (inner) {\r\n      inner.addEventListener(\"click\", function (e) {\r\n        var link = inner.querySelector(\".hpu-video-transcript-chapter-time a\");\r\n        if (!link) return;\r\n        e.stopPropagation(); \/\/ prevent accordion toggle when clicking timestamp\r\n        e.preventDefault();\r\n        var url = new URL(link.href);\r\n        var t = parseInt(url.searchParams.get(\"t\"), 10);\r\n        if (isNaN(t)) t = 0;\r\n        var videoWrapper = document.querySelector(\r\n          \".hpu-video-section-iframe .video-wrapper\",\r\n        );\r\n        var baseUrl = videoWrapper\r\n          ? 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Your housing preference is based on your deposit date!\",\r\n      buttons: [\r\n        {\r\n          text: \"Submit Your Deposit\",\r\n          link: \"\/admissions\/landing-deposit\",\r\n        },\r\n      ],\r\n    },\r\n  };\r\n\r\n  const urlParams = new URLSearchParams(window.location.search);\r\n\r\n  const ctaElement = document.getElementById(\"hpu-video-cta\");\r\n  const ctaParam = urlParams.get(\"cta\");\r\n\r\n  if (ctaElement) {\r\n    const ctaData = ctaLibrary[ctaParam] || ctaLibrary[\"visit\"];\r\n\r\n    \/\/ Title\r\n    const ctaTitleEl = document.createElement(\"h2\");\r\n    ctaTitleEl.textContent = ctaData.title;\r\n    ctaElement.appendChild(ctaTitleEl);\r\n\r\n    \/\/ Text\r\n    const ctaTextEl = document.createElement(\"p\");\r\n    ctaTextEl.textContent = ctaData.text;\r\n    ctaElement.appendChild(ctaTextEl);\r\n\r\n    \/\/ Button\r\n    if (ctaData.buttons && ctaData.buttons.length > 0) {\r\n      ctaData.buttons.forEach(function (button) {\r\n        const ctaButtonEl = document.createElement(\"a\");\r\n        const ctaClass = button?.class ?? \"hpu-btn-purple-outline\";\r\n        ctaButtonEl.textContent = button.text;\r\n        ctaButtonEl.setAttribute(\"href\", button.link);\r\n        ctaButtonEl.setAttribute(\"class\", ctaClass);\r\n        ctaElement.appendChild(ctaButtonEl);\r\n      });\r\n    }\r\n  }\r\n\r\n  \/\/ \u2500\u2500 Tag Pills \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\r\n  (function() {\r\n    var containers = document.querySelectorAll('.hpu-video-tags');\r\n    if (!containers.length) return;\r\n\r\n    var match = document.body.className.match(\/\\bpostid-(\\d+)\\b\/);\r\n    if (!match) return;\r\n\r\n    var apiRootEl = document.querySelector('link[rel=\"https:\/\/api.w.org\/\"]');\r\n    var apiRoot = (window.wpApiSettings && window.wpApiSettings.root)\r\n      || (apiRootEl && apiRootEl.getAttribute('href'))\r\n      || '\/wp-json\/';\r\n    var url = apiRoot.replace(\/\\\/$\/, '') + '\/wp\/v2\/tags?post=' + match[1] + '&per_page=100';\r\n\r\n    fetch(url)\r\n      .then(function(r) { return r.ok ? r.json() : Promise.reject(); })\r\n      .then(function(tags) {\r\n        if (!tags.length) return;\r\n        var decoder = document.createElement('textarea');\r\n        containers.forEach(function(container) {\r\n          tags.forEach(function(tag) {\r\n            decoder.innerHTML = tag.name;\r\n            var pill = document.createElement('span');\r\n            pill.className = 'hpu-video-tag';\r\n            pill.textContent = decoder.value;\r\n            container.appendChild(pill);\r\n          });\r\n        });\r\n      })\r\n      .catch(function() {});\r\n  })();\r\n\r\n  \/\/ \u2500\u2500 Related Videos: Loader + Scroll Indicators \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\r\n  (function() {\r\n    var slider    = document.querySelector('.hpu-related-videos-slider');\r\n    var noResults = document.querySelector('.hpu-related-videos-none');\r\n    var section   = slider && slider.closest('.hpu-related-videos');\r\n    if (!slider || !section) return;\r\n\r\n    \/\/ Scroll indicators \u2014 wired immediately, before any fetch\r\n    function updateIndicators() {\r\n      section.classList.toggle('has-scroll-left',  slider.scrollLeft > 0);\r\n      section.classList.toggle('has-scroll-right',\r\n        slider.scrollLeft + slider.clientWidth < slider.scrollWidth - 1);\r\n    }\r\n    slider.addEventListener('scroll', updateIndicators, { passive: true });\r\n    window.addEventListener('load', updateIndicators);\r\n\r\n    \/\/ Nav chevron buttons\r\n    var prevBtn = document.createElement('button');\r\n    prevBtn.className = 'hpu-rv-nav hpu-rv-nav-prev';\r\n    prevBtn.setAttribute('aria-label', 'Scroll left');\r\n    var prevChev = document.createElement('span');\r\n    prevChev.className = 'hpu-rv-nav-chevron';\r\n    prevBtn.appendChild(prevChev);\r\n    section.appendChild(prevBtn);\r\n\r\n    var nextBtn = document.createElement('button');\r\n    nextBtn.className = 'hpu-rv-nav hpu-rv-nav-next';\r\n    nextBtn.setAttribute('aria-label', 'Scroll right');\r\n    var nextChev = document.createElement('span');\r\n    nextChev.className = 'hpu-rv-nav-chevron';\r\n    nextBtn.appendChild(nextChev);\r\n    section.appendChild(nextBtn);\r\n\r\n    prevBtn.addEventListener('click', function() {\r\n      var firstCard = slider.querySelector('.hpu-related-videos-card, .hpu-rv-skel');\r\n      var n = window.innerWidth <= 1279 ? 2 : 4;\r\n      var dist = firstCard ? (firstCard.offsetWidth + 12) * n : slider.clientWidth * 0.8;\r\n      slider.scrollBy({ left: -dist, behavior: 'smooth' });\r\n    });\r\n    nextBtn.addEventListener('click', function() {\r\n      var firstCard = slider.querySelector('.hpu-related-videos-card, .hpu-rv-skel');\r\n      var n = window.innerWidth <= 1279 ? 2 : 4;\r\n      var dist = firstCard ? (firstCard.offsetWidth + 12) * n : slider.clientWidth * 0.8;\r\n      slider.scrollBy({ left: dist, behavior: 'smooth' });\r\n    });\r\n\r\n    \/\/ Align nav buttons to the vertical center of the thumbnail image row\r\n    function positionNavButtons() {\r\n      var firstThumb = slider.querySelector('.hpu-related-videos-card-thumb, .hpu-rv-skel-thumb');\r\n      if (!firstThumb) return;\r\n      var thumbH = firstThumb.getBoundingClientRect().height;\r\n      if (!thumbH) return; \/\/ element is hidden (display:none tab)\r\n      var top = slider.getBoundingClientRect().top - section.getBoundingClientRect().top + thumbH \/ 2;\r\n      [prevBtn, nextBtn].forEach(function(btn) {\r\n        btn.style.top = top + 'px';\r\n        btn.style.transform = 'translateY(-50%)';\r\n      });\r\n    }\r\n    if (typeof ResizeObserver !== 'undefined') {\r\n      new ResizeObserver(positionNavButtons).observe(section);\r\n    }\r\n    window.addEventListener('resize', positionNavButtons);\r\n\r\n    \/\/ Related videos fetch \u2014 runs after page load, yields to idle work\r\n    function loadRelatedVideos() {\r\n      var match = document.body.className.match(\/\\bpostid-(\\d+)\\b\/);\r\n      if (!match) return;\r\n      var postId = match[1];\r\n\r\n      var apiRootEl = document.querySelector('link[rel=\"https:\/\/api.w.org\/\"]');\r\n      var base = ((window.wpApiSettings && window.wpApiSettings.root)\r\n        || (apiRootEl && apiRootEl.getAttribute('href'))\r\n        || '\/wp-json\/').replace(\/\\\/$\/, '');\r\n\r\n      var decoder = document.createElement('textarea');\r\n      var catId   = null;\r\n\r\n      function showSkeletons() {\r\n        for (var i = 0; i < 5; i++) {\r\n          var skel = document.createElement('div');\r\n          skel.className = 'hpu-rv-skel';\r\n          var t = document.createElement('div');\r\n          t.className = 'hpu-rv-skel-thumb';\r\n          var l1 = document.createElement('div');\r\n          l1.className = 'hpu-rv-skel-line';\r\n          var l2 = document.createElement('div');\r\n          l2.className = 'hpu-rv-skel-line hpu-rv-skel-line-short';\r\n          skel.appendChild(t); skel.appendChild(l1); skel.appendChild(l2);\r\n          slider.appendChild(skel);\r\n        }\r\n      }\r\n\r\n      function shuffle(arr) {\r\n        for (var i = arr.length - 1; i > 0; i--) {\r\n          var j = Math.floor(Math.random() * (i + 1));\r\n          var tmp = arr[i]; arr[i] = arr[j]; arr[j] = tmp;\r\n        }\r\n        return arr;\r\n      }\r\n\r\n      function appendCard(post) {\r\n        decoder.innerHTML = (post.title && post.title.rendered) ? post.title.rendered : 'Untitled';\r\n        var title    = decoder.value;\r\n        var link     = post.link || '#';\r\n        var embedded = post._embedded && post._embedded['wp:featuredmedia'];\r\n        var thumbUrl = Array.isArray(embedded) && embedded[0] && embedded[0].source_url\r\n          ? embedded[0].source_url : null;\r\n\r\n        var card = document.createElement('a');\r\n        card.className = 'hpu-related-videos-card';\r\n        card.href = link;\r\n\r\n        var thumb = document.createElement('div');\r\n        thumb.className = 'hpu-related-videos-card-thumb';\r\n        if (thumbUrl) {\r\n          var img = document.createElement('img');\r\n          img.src = thumbUrl; img.alt = title; img.loading = 'lazy';\r\n          thumb.appendChild(img);\r\n        } else {\r\n          var ph = document.createElement('div');\r\n          ph.className = 'hpu-related-videos-card-thumb-placeholder';\r\n          thumb.appendChild(ph);\r\n        }\r\n\r\n        var titleEl = document.createElement('div');\r\n        titleEl.className = 'hpu-related-videos-card-title';\r\n        titleEl.textContent = title;\r\n\r\n        card.appendChild(thumb);\r\n        card.appendChild(titleEl);\r\n        slider.appendChild(card);\r\n      }\r\n\r\n      var cachedCatId = (function() { try { return sessionStorage.getItem('hpu_rv_cat'); } catch(e) { return null; } })();\r\n\r\n      showSkeletons();\r\n\r\n      Promise.all([\r\n        fetch(base + '\/wp\/v2\/posts\/' + postId + '?_fields=tags')\r\n          .then(function(r) { return r.ok ? r.json() : Promise.reject(); }),\r\n        cachedCatId\r\n          ? Promise.resolve(+cachedCatId)\r\n          : fetch(base + '\/wp\/v2\/categories?slug=hpu-videos&per_page=1&_fields=id')\r\n              .then(function(r) { return r.ok ? r.json() : Promise.reject(); })\r\n              .then(function(cats) {\r\n                if (!cats.length) return Promise.reject();\r\n                try { sessionStorage.setItem('hpu_rv_cat', cats[0].id); } catch(e) {}\r\n                return cats[0].id;\r\n              })\r\n      ])\r\n      .then(function(results) {\r\n        var tagIds = Array.isArray(results[0].tags) ? results[0].tags : [];\r\n        catId = results[1];\r\n        var params = new URLSearchParams({\r\n          categories: catId,\r\n          per_page: 12,\r\n          status: 'publish',\r\n          orderby: 'date',\r\n          order: 'desc',\r\n          exclude: postId,\r\n          _embed: 'wp:featuredmedia'\r\n        });\r\n        if (tagIds.length) params.set('tags', tagIds.join(','));\r\n        return fetch(base + '\/wp\/v2\/posts?' + params)\r\n          .then(function(r) { return r.ok ? r.json() : Promise.reject(); });\r\n      })\r\n        .then(function(posts) {\r\n          var verticalMode = window.innerWidth <= 900;\r\n          slider.innerHTML = '';\r\n          shuffle(posts);\r\n          (verticalMode ? posts.slice(0, 6) : posts).forEach(appendCard);\r\n          updateIndicators();\r\n\r\n          if (!verticalMode && posts.length < 12 && catId) {\r\n            var excludeIds = [postId].concat(posts.map(function(p) { return p.id; }));\r\n            var backfillParams = new URLSearchParams({\r\n              categories: catId,\r\n              per_page: 12 - posts.length,\r\n              status: 'publish',\r\n              orderby: 'date',\r\n              order: 'desc',\r\n              exclude: excludeIds.join(','),\r\n              _embed: 'wp:featuredmedia'\r\n            });\r\n            fetch(base + '\/wp\/v2\/posts?' + backfillParams)\r\n              .then(function(r) { return r.ok ? r.json() : []; })\r\n              .then(function(extra) {\r\n                if (!extra.length) {\r\n                  if (!slider.children.length) noResults.style.display = 'block';\r\n                  return;\r\n                }\r\n                shuffle(extra);\r\n                extra.forEach(appendCard);\r\n                updateIndicators();\r\n              })\r\n              .catch(function() {\r\n                if (!slider.children.length) noResults.style.display = 'block';\r\n              });\r\n          } else if (!slider.children.length) {\r\n            noResults.style.display = 'block';\r\n          }\r\n        })\r\n        .catch(function() { slider.innerHTML = ''; noResults.style.display = 'block'; });\r\n    }\r\n\r\n    if (document.readyState === 'loading') {\r\n      document.addEventListener('DOMContentLoaded', loadRelatedVideos);\r\n    } else {\r\n      loadRelatedVideos();\r\n    }\r\n  })();\r\n\r\n  \/\/ \u2500\u2500 Dynamic Breadcrumb Logic \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\r\n  (function() {\r\n    try {\r\n      const breadcrumbElements = document.querySelectorAll('.breadcrumbs [property=\"v:title\"]');\r\n      \r\n      breadcrumbElements.forEach(el => {\r\n        if (el.textContent.trim().toLowerCase() === 'hpu videos') {\r\n          const wrapper = el.closest('[typeof=\"v:Breadcrumb\"]');\r\n          \r\n          if (wrapper) {\r\n            \/\/ Find and remove the text node following the span to get rid of the stray \">\"\r\n            const nextNode = wrapper.nextSibling;\r\n            if (nextNode && nextNode.nodeType === Node.TEXT_NODE) {\r\n              nextNode.remove();\r\n            }\r\n            \/\/ Remove the parent span element itself\r\n            wrapper.remove();\r\n          } else {\r\n            \/\/ Fallback: just remove the element if no wrapper is found\r\n            el.remove();\r\n          }\r\n        }\r\n      });\r\n    } catch (error) {\r\n      \/\/ Fail gracefully: Do nothing and prevent JS from breaking\r\n      \/\/ console.warn('Breadcrumb swap skipped.');\r\n    }\r\n  })();\r\n\r\n\r\n\r\n\r\n\r\n\r\n  \/\/ \u2500\u2500 Mobile Transcript Tab \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\r\n  (function () {\r\n    const BREAKPOINT       = 1365;\r\n    const LABEL_BREAKPOINT = 767;\r\n\r\n    const transcriptEl = document.getElementById('hpu-video-transcript');\r\n    const sidebarInner = document.querySelector('.hpu-video-sidebar-inner');\r\n    const tabsBar      = document.querySelector('.hpu-video-tabs');\r\n    const videoBody    = document.querySelector('.hpu-video-body');\r\n\r\n    if (!transcriptEl || !sidebarInner || !tabsBar || !videoBody) return;\r\n\r\n    const relatedBtn = tabsBar.querySelector('[data-tab=\"related\"]');\r\n\r\n    \/\/ New tab button\r\n    const tabBtn = document.createElement('button');\r\n    tabBtn.className = 'hpu-video-tab-btn';\r\n    tabBtn.setAttribute('data-tab', 'transcript');\r\n    tabBtn.textContent = 'Chapters & Transcript';\r\n    tabBtn.style.display = 'none';\r\n    tabsBar.appendChild(tabBtn);\r\n\r\n    \/\/ New tab content wrapper\r\n    const tabContent = document.createElement('div');\r\n    tabContent.className = 'hpu-video-tab-content';\r\n    tabContent.id = 'tab-transcript';\r\n    videoBody.appendChild(tabContent);\r\n\r\n    \/\/ Wire new tab button (uses fresh querySelectorAll to cover all tabs\/contents)\r\n    tabBtn.addEventListener('click', () => {\r\n      document.querySelectorAll('.hpu-video-tab-btn').forEach(b => b.classList.remove('active'));\r\n      document.querySelectorAll('.hpu-video-tab-content').forEach(c => c.classList.remove('active'));\r\n      tabBtn.classList.add('active');\r\n      tabContent.classList.add('active');\r\n    });\r\n\r\n    \/\/ Patch existing buttons \u2014 their load-time NodeLists don't include the new tab,\r\n    \/\/ so add a second listener that deactivates it when they're clicked\r\n    tabsBar.querySelectorAll('.hpu-video-tab-btn:not([data-tab=\"transcript\"])').forEach(btn => {\r\n      btn.addEventListener('click', () => {\r\n        tabBtn.classList.remove('active');\r\n        tabContent.classList.remove('active');\r\n      });\r\n    });\r\n\r\n    let currentlyMobile = null;\r\n    let currentlySmall  = null;\r\n\r\n    function applyLayout() {\r\n      const mobile = window.innerWidth <= BREAKPOINT;\r\n      const small  = window.innerWidth <= LABEL_BREAKPOINT;\r\n\r\n      \/\/ \u2500\u2500 Transcript tab: show\/hide at 1365px \u2500\u2500\r\n      if (mobile !== currentlyMobile) {\r\n        currentlyMobile = mobile;\r\n\r\n        if (mobile) {\r\n          tabContent.appendChild(transcriptEl);\r\n          tabBtn.style.display = '';\r\n        } else {\r\n          sidebarInner.appendChild(transcriptEl);\r\n          tabBtn.style.display = 'none';\r\n          \/\/ Fall back to description tab if transcript was active\r\n          if (tabContent.classList.contains('active')) {\r\n            tabContent.classList.remove('active');\r\n            tabBtn.classList.remove('active');\r\n            const descBtn = document.querySelector('[data-tab=\"description\"]');\r\n            const descContent = document.getElementById('tab-description');\r\n            if (descBtn) descBtn.classList.add('active');\r\n            if (descContent) descContent.classList.add('active');\r\n          }\r\n        }\r\n      }\r\n\r\n      \/\/ \u2500\u2500 Tab labels: shorten at 767px \u2500\u2500\r\n      if (small !== currentlySmall) {\r\n        currentlySmall = small;\r\n        tabBtn.textContent = small ? 'Transcript' : 'Chapters & Transcript';\r\n        if (relatedBtn) relatedBtn.textContent = small ? 'Related' : 'Related Videos';\r\n      }\r\n    }\r\n\r\n    applyLayout();\r\n    window.addEventListener('resize', applyLayout);\r\n  })();\r\n<\/script>\r\n\r\n<style>\r\n  \/* \u2500\u2500 HPU Video Article \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 *\/\r\n\r\n  .hpu-video-article {\r\n    --purple:     #330072;\r\n    --purple-tint: rgba(51, 0, 114, .08);\r\n    --gray:       #f5f5f5;\r\n    --border:     #e0e0e0;\r\n    --muted:      #6b6b6b;\r\n    --r:          15px;\r\n    --r-sm:       5px;\r\n    --gap:        16px;\r\n  }\r\n  p:empty{\r\n    display: none;\r\n  }\r\n  .hpu-tm-r {\r\n    font-size: .75rem;\r\n  }\r\n\r\n  \/* Suppress page header on video posts *\/\r\n  .archives_related.article-header { display: none; }\r\n\r\n  \/* Widen the WordPress content frame to accommodate the full layout *\/\r\n  .wysiwyg-content.wysiwyg-frame:has(.hpu-video-article) { max-width: 1800px !important; }\r\n\r\n \/* \u2500\u2500 Main Layout \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 *\/\r\n.hpu-video-layout {\r\n  display: flex;\r\n  flex-wrap: nowrap;\r\n  gap: var(--gap);\r\n  align-items: stretch;\r\n  max-width: 1800px;\r\n  margin: 0 auto;\r\n}\r\n \r\n.hpu-video-sidebar {\r\n  width: 380px; \r\n  flex-shrink: 0;\r\n  position: relative;\r\n  overflow: hidden; \/* hide native scrollbars *\/\r\n  border-radius: var(--r);\r\n}\r\n\r\n\/* \u2500\u2500 Sidebar Inner (Scroll Container) \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 *\/\r\n.hpu-video-sidebar-inner {\r\n  position: absolute;\r\n  top: 0; \r\n  left: 0; \r\n  right: 0; \r\n  bottom: 0;\r\n  background: var(--gray);\r\n  padding: 20px;\r\n  border-radius: var(--r);\r\n  overflow-y: auto; \r\n  \r\n  \/* Firefox: Default state is completely invisible *\/\r\n  scrollbar-width: thin; \r\n  scrollbar-color: transparent transparent; \r\n  transition: scrollbar-color 0.3s ease;\r\n}\r\n\r\n\/* Firefox: Hover state *\/\r\n.hpu-video-sidebar-inner:hover {\r\n  scrollbar-color: rgba(0, 0, 0, 0.2) transparent;\r\n}\r\n\r\n\/* WebKit (Chrome, Edge, Safari): Base Structure *\/\r\n.hpu-video-sidebar-inner::-webkit-scrollbar {\r\n  width: 6px; \r\n}\r\n\r\n.hpu-video-sidebar-inner::-webkit-scrollbar-track {\r\n  background: transparent; \r\n}\r\n\r\n\/* WebKit: Default state is completely invisible *\/\r\n.hpu-video-sidebar-inner::-webkit-scrollbar-thumb {\r\n  background: transparent; \r\n  border-radius: 10px;\r\n}\r\n\r\n\/* WebKit: Hover state makes the thumb visible *\/\r\n.hpu-video-sidebar-inner:hover::-webkit-scrollbar-thumb {\r\n  background: rgba(0, 0, 0, 0.2); \r\n}\r\n\r\n\/* \u2500\u2500 Main Video Area \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 *\/\r\n.hpu-video-main {\r\n  flex-grow: 1;\r\n  min-width: 0; \r\n}\r\n\r\n  \/* \u2500\u2500 Video player \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 *\/\r\n  .hpu-video-section { margin-bottom: 24px; }\r\n\r\n  .hpu-video-section-iframe {\r\n    position: relative;\r\n    aspect-ratio: 16 \/ 9;\r\n    background: #000;\r\n    border-radius: var(--r);\r\n    overflow: hidden;\r\n    box-shadow: 0 4px 24px rgba(0, 0, 0, .14);\r\n  }\r\n\r\n  \/* Flatten WordPress oEmbed wrappers (figure, div, etc.) *\/\r\n  .hpu-video-section-iframe > *,\r\n  .hpu-video-section-iframe .wp-block-embed,\r\n  .hpu-video-section-iframe .wp-block-embed__wrapper {\r\n    position: absolute !important;\r\n    inset: 0 !important;\r\n    width:  100% !important;\r\n    height: 100% !important;\r\n    margin:  0 !important;\r\n    padding: 0 !important;\r\n  }\r\n\r\n  .hpu-video-section-iframe iframe {\r\n    position: absolute;\r\n    inset: 0;\r\n    width:  100%;\r\n    height: 100%;\r\n    border: 0;\r\n  }\r\n\r\n  \/* \u2500\u2500 Tabbed Container \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 *\/\r\n  .hpu-video-body {\r\n    background: var(--gray);\r\n    border-radius: var(--r);\r\n    padding: 20px 24px;\r\n  }\r\n\r\n  .hpu-video-tabs {\r\n    display: flex;\r\n    gap: 16px;\r\n    margin-bottom: 16px;\r\n    border-bottom: 2px solid var(--border);\r\n  }\r\n\r\n  .hpu-video-tab-btn {\r\n    background: none;\r\n    border: none;\r\n    padding: 10px 4px;\r\n    cursor: pointer;\r\n    font-size: 15px;\r\n    font-weight: 600;\r\n    color: var(--muted);\r\n    position: relative;\r\n    margin-bottom: -2px; \/* overlay the border *\/\r\n    transition: color 0.2s;\r\n  }\r\n\r\n  .hpu-video-tab-btn:hover {\r\n    color: #000;\r\n  }\r\n\r\n  .hpu-video-tab-btn.active:not(:only-child) {\r\n    color: var(--purple);\r\n  }\r\n\r\n  .hpu-video-tab-btn.active:not(:only-child)::after {\r\n    content: '';\r\n    position: absolute;\r\n    bottom: 0;\r\n    left: 0;\r\n    width: 100%;\r\n    height: 2px;\r\n    background: var(--purple);\r\n    border-radius: 2px 2px 0 0;\r\n  }\r\n\r\n  .hpu-video-tab-content {\r\n    display: none;\r\n  }\r\n\r\n  .hpu-video-tab-content.active {\r\n    display: block;\r\n    animation: fadeIn 0.4s ease;\r\n  }\r\n\r\n  @keyframes fadeIn {\r\n    from { opacity: 0; transform: translateY(4px); }\r\n    to { opacity: 1; transform: translateY(0); }\r\n  }\r\n\r\n  .hpu-video-summary p {\r\n    font-size: 14px;\r\n    line-height: 1.7;\r\n    color: var(--muted);\r\n    margin: 0 0 12px;\r\n  }\r\n\r\n  .hpu-video-tags {\r\n    display: flex;\r\n    flex-wrap: wrap;\r\n    gap: 6px;\r\n    margin-top: 4px;\r\n  }\r\n\r\n  .hpu-video-tag {\r\n    display: inline-block;\r\n    font-size: 12px;\r\n    font-weight: 500;\r\n    color: var(--purple);\r\n    background: var(--purple-tint);\r\n    border: 1px solid rgba(51, 0, 114, .18);\r\n    border-radius: 20px;\r\n    padding: 3px 10px;\r\n    white-space: nowrap;\r\n  }\r\n\r\n  \/* \u2500\u2500 CTA \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 *\/\r\n  .hpu-btn-purple-outline {\r\n    display: inline-block;\r\n    border: 2px solid var(--purple);\r\n    color: var(--purple);\r\n    background: transparent;\r\n    padding: 10px 24px;\r\n    border-radius: 5px;\r\n    font-size: 15px;\r\n    font-weight: 600;\r\n    font-family: Bitter, sans-serif;\r\n    text-decoration: none !important;\r\n    transition: all 0.2s ease;\r\n  }\r\n  \r\n  .hpu-btn-purple-outline:hover {\r\n    background: var(--purple);\r\n    color: #fff !important;\r\n  }\r\n\r\n  .hpu-video-cta-container {\r\n    background: #fff;\r\n    padding: 24px;\r\n    text-align: center;\r\n    border: 1px solid var(--border);\r\n    border-radius: var(--r);\r\n    margin-bottom: 20px;\r\n  }\r\n\r\n  #hpu-video-cta { margin-top: 0; }\r\n  \r\n  #hpu-video-cta h2 {\r\n    margin-top: 0;\r\n    margin-bottom: 8px;\r\n    font-size: 20px;\r\n    font-weight: 600;\r\n    line-height: 1.3;\r\n  }\r\n\r\n  #hpu-video-cta p {\r\n    color: var(--muted);\r\n    margin-bottom: 16px;\r\n    font-size: 13px;\r\n  }\r\n\r\n  \/* \u2500\u2500 Transcript container \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 *\/\r\n  .hpu-video-transcript {\r\n    background: #fff;\r\n    border: 1px solid var(--border);\r\n    border-radius: var(--r);\r\n    overflow: hidden;\r\n  }\r\n\r\n  \/* \u2500\u2500 Transcript header \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 *\/\r\n  .hpu-video-transcript-header {\r\n    padding: 16px 20px;\r\n    background: transparent;\r\n    border-bottom: 1px solid var(--border);\r\n  }\r\n\r\n  .hpu-video-transcript-title {\r\n    font-size: 16px;\r\n    font-weight: 500;\r\n    color: #333;\r\n  }\r\n\r\n  .hpu-video-transcript-content {\r\n    background: transparent;\r\n  }\r\n\r\n  \/* \u2500\u2500 FAQ Accordion Chapters \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 *\/\r\n  .hpu-video-transcript-chapter {\r\n    border-bottom: 1px solid var(--border);\r\n  }\r\n\r\n  .hpu-video-transcript-chapter:last-child { \r\n    border-bottom: none; \r\n  }\r\n\r\n  .hpu-video-transcript-chapter-header {\r\n    padding: 16px 20px;\r\n    cursor: pointer;\r\n    position: relative;\r\n    transition: background-color 0.2s;\r\n  }\r\n\r\n  .hpu-video-transcript-chapter-header:hover {\r\n    background-color: rgba(0,0,0,0.02);\r\n  }\r\n\r\n  \/* Accordion chevron *\/\r\n  .hpu-video-transcript-chapter-header::after {\r\n    content: '';\r\n    position: absolute;\r\n    right: 20px;\r\n    top: 50%;\r\n    transform: translateY(-50%) rotate(45deg); \/* Point straight down *\/\r\n    width: 10px;\r\n    height: 10px;\r\n    border-right: 2px solid var(--muted);\r\n    border-bottom: 2px solid var(--muted);\r\n    transition: transform 0.3s ease;\r\n    transform-origin: 65% 65%;\r\n  }\r\n\r\n  .hpu-video-transcript-chapter.expanded .hpu-video-transcript-chapter-header::after {\r\n    transform: translateY(-50%) rotate(-135deg); \/* Point straight up *\/\r\n  }\r\n\r\n  .hpu-video-transcript-chapter-header-top {\r\n    display: flex;\r\n    align-items: center;\r\n    gap: 12px;\r\n    padding-right: 24px; \/* avoid chevron *\/\r\n  }\r\n\r\n  .hpu-video-transcript-chapter-number {\r\n    font-size: 14px;\r\n    font-weight: 700;\r\n    color: #333;\r\n  }\r\n\r\n  \/* h2 preserved for heading hierarchy and AEO *\/\r\n  .hpu-video-transcript-speaker {\r\n    font-size: 16px !important;\r\n    font-weight: 500 !important;\r\n    font-family: Poppins, sans-serif !important;\r\n    color: #333 !important;\r\n    margin: 0 !important;\r\n    line-height: 1.4 !important;\r\n  }\r\n\r\n  .hpu-video-transcript-text-container {\r\n    height: 0;\r\n    overflow: hidden;\r\n    transition: height 0.3s ease;\r\n  }\r\n\r\n  .hpu-video-transcript-text-inner {\r\n    padding: 0 20px 20px;\r\n    display: flex;\r\n    flex-direction: column;\r\n    gap: 12px;\r\n    cursor: pointer;\r\n  }\r\n\r\n  .hpu-video-transcript-chapter-time {\r\n    margin-top: 4px;\r\n  }\r\n\r\n  .hpu-video-transcript-chapter-time a {\r\n    font-size: 11px;\r\n    font-weight: 400;\r\n    color: #000;\r\n    text-decoration: none;\r\n    background: var(--purple-tint);\r\n    padding: 3px 8px;\r\n    border-radius: var(--r-sm);\r\n    font-variant-numeric: tabular-nums;\r\n    display: inline-block;\r\n  }\r\n\r\n  .hpu-video-transcript-text-inner:hover .hpu-video-transcript-chapter-time a {\r\n    background: var(--purple);\r\n    color: #fff;\r\n  }\r\n\r\n  .hpu-video-transcript-text {\r\n    font-size: 13px;\r\n    line-height: 1.6;\r\n    color: var(--muted);\r\n    margin: 0;\r\n  }\r\n\r\n  \/* \u2500\u2500 Related Videos \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 *\/\r\n  .hpu-related-videos {\r\n    position: relative;\r\n  }\r\n\r\n  .hpu-related-videos::before,\r\n  .hpu-related-videos::after {\r\n    content: '';\r\n    position: absolute;\r\n    top: 0;\r\n    bottom: 0;\r\n    width: 16px;\r\n    pointer-events: none;\r\n    z-index: 1;\r\n    opacity: 0;\r\n    transition: opacity 0.3s ease;\r\n  }\r\n\r\n  .hpu-related-videos::before {\r\n    left: 0;\r\n    background: linear-gradient(to right, var(--gray), transparent);\r\n  }\r\n\r\n  .hpu-related-videos::after {\r\n    right: 0;\r\n    background: linear-gradient(to left, var(--gray), transparent);\r\n  }\r\n\r\n  .hpu-related-videos.has-scroll-left::before  { opacity: 1; }\r\n  .hpu-related-videos.has-scroll-right::after  { opacity: 1; }\r\n\r\n  .hpu-rv-nav {\r\n    position: absolute;\r\n    top: 50%;\r\n    transform: translateY(-50%);\r\n    width: 48px;\r\n    height: 48px;\r\n    padding: 0;\r\n    background: rgba(255, 255, 255, 0.7);\r\n    border: 1px solid var(--border);\r\n    border-radius: 50%;\r\n    cursor: pointer;\r\n    display: flex;\r\n    align-items: center;\r\n    justify-content: center;\r\n    z-index: 2;\r\n    opacity: 0;\r\n    transition: opacity 0.3s ease;\r\n    pointer-events: none;\r\n  }\r\n\r\n  .hpu-rv-nav-prev { left: 8px; }\r\n  .hpu-rv-nav-next { right: 8px; }\r\n\r\n  .hpu-related-videos.has-scroll-left  .hpu-rv-nav-prev,\r\n  .hpu-related-videos.has-scroll-right .hpu-rv-nav-next {\r\n    opacity: 1;\r\n    pointer-events: auto;\r\n  }\r\n\r\n  .hpu-rv-nav-chevron {\r\n    display: block;\r\n    width: 12px;\r\n    height: 12px;\r\n    border-right: 2.5px solid var(--muted);\r\n    border-bottom: 2.5px solid var(--muted);\r\n  }\r\n\r\n  .hpu-rv-nav-prev .hpu-rv-nav-chevron { transform: rotate(135deg);  margin-left: 3px; }\r\n  .hpu-rv-nav-next .hpu-rv-nav-chevron { transform: rotate(-45deg);  margin-right: 3px; }\r\n\r\n  .hpu-related-videos-none {\r\n    display: none;\r\n    font-size: 13px;\r\n    color: var(--muted);\r\n    margin: 8px 0 0;\r\n  }\r\n\r\n  @keyframes hpu-rv-shimmer {\r\n    0%   { background-position: 200% 0; }\r\n    100% { background-position: -200% 0; }\r\n  }\r\n\r\n  .hpu-rv-skel {\r\n    flex: 0 0 calc((100% - 132px) \/ 4);\r\n    display: flex;\r\n    flex-direction: column;\r\n    gap: 8px;\r\n    flex-shrink: 0;\r\n  }\r\n\r\n  .hpu-rv-skel-thumb {\r\n    width: 100%;\r\n    aspect-ratio: 16 \/ 9;\r\n    border-radius: var(--r-sm);\r\n    background: linear-gradient(90deg, #e8e8e8 25%, #f4f4f4 50%, #e8e8e8 75%);\r\n    background-size: 200% 100%;\r\n    animation: hpu-rv-shimmer 1.4s ease-in-out infinite;\r\n  }\r\n\r\n  .hpu-rv-skel-line {\r\n    height: 12px;\r\n    border-radius: 4px;\r\n    background: linear-gradient(90deg, #e8e8e8 25%, #f4f4f4 50%, #e8e8e8 75%);\r\n    background-size: 200% 100%;\r\n    animation: hpu-rv-shimmer 1.4s ease-in-out infinite;\r\n  }\r\n\r\n  .hpu-rv-skel-line-short {\r\n    width: 60%;\r\n  }\r\n\r\n  .hpu-related-videos-slider {\r\n    display: flex;\r\n    gap: 12px;\r\n    overflow-x: auto;\r\n    min-height: 130px;\r\n    scroll-snap-type: x mandatory;\r\n    -webkit-overflow-scrolling: touch;\r\n    padding-bottom: 6px;\r\n    scroll-padding-left: 48px;\r\n    scrollbar-width: thin;\r\n    scrollbar-color: transparent transparent;\r\n    transition: scrollbar-color 0.3s ease;\r\n  }\r\n\r\n  .hpu-related-videos-slider:hover {\r\n    scrollbar-color: rgba(0, 0, 0, 0.2) transparent;\r\n  }\r\n\r\n  .hpu-related-videos-slider::-webkit-scrollbar { height: 4px; }\r\n  .hpu-related-videos-slider::-webkit-scrollbar-track { background: transparent; }\r\n  .hpu-related-videos-slider::-webkit-scrollbar-thumb {\r\n    background: transparent;\r\n    border-radius: 10px;\r\n  }\r\n  .hpu-related-videos-slider:hover::-webkit-scrollbar-thumb {\r\n    background: rgba(0, 0, 0, 0.2);\r\n  }\r\n\r\n  .hpu-related-videos-card {\r\n    flex: 0 0 calc((100% - 132px) \/ 4);\r\n    scroll-snap-align: start;\r\n    display: flex;\r\n    flex-direction: column;\r\n    gap: 8px;\r\n    text-decoration: none !important;\r\n    color: inherit;\r\n    transition: transform 0.2s ease;\r\n  }\r\n\r\n  .hpu-related-videos-card:last-child  { scroll-snap-align: end; }\r\n\r\n  .hpu-related-videos-card:hover {\r\n    transform: translateY(-2px);\r\n  }\r\n\r\n  .hpu-related-videos-card-thumb {\r\n    width: 100%;\r\n    aspect-ratio: 16 \/ 9;\r\n    border-radius: var(--r-sm);\r\n    overflow: hidden;\r\n    background: #ccc;\r\n    flex-shrink: 0;\r\n  }\r\n\r\n  .hpu-related-videos-card-thumb img {\r\n    width: 100%;\r\n    height: 100%;\r\n    object-fit: cover;\r\n    display: block;\r\n    transition: transform 0.3s ease;\r\n  }\r\n\r\n  .hpu-related-videos-card:hover .hpu-related-videos-card-thumb img {\r\n    transform: scale(1.05);\r\n  }\r\n\r\n  .hpu-related-videos-card-thumb-placeholder {\r\n    width: 100%;\r\n    height: 100%;\r\n    background: linear-gradient(135deg, #e0e0e0, #c8c8c8);\r\n  }\r\n\r\n  .hpu-related-videos-card-title {\r\n    font-size: 13px;\r\n    font-weight: 600;\r\n    line-height: 1.4;\r\n    color: #111;\r\n    display: -webkit-box;\r\n    -webkit-line-clamp: 2;\r\n    line-clamp: 2;\r\n    -webkit-box-orient: vertical;\r\n    overflow: hidden;\r\n    transition: color 0.2s;\r\n  }\r\n\r\n  .hpu-related-videos-card:hover .hpu-related-videos-card-title {\r\n    color: var(--purple);\r\n  }\r\n\r\n  \/* \u2500\u2500 Responsive \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 *\/\r\n  @media (max-width: 1365px) {\r\n    .hpu-video-layout {\r\n      flex-direction: column;\r\n    }\r\n\r\n    .hpu-video-sidebar {\r\n      width: 100%;\r\n      order: 2;\r\n    }\r\n    \r\n    .hpu-video-sidebar-inner {\r\n      position: static;\r\n      overflow-y: visible; \/* normal scrolling on mobile *\/\r\n    }\r\n    \r\n    .hpu-video-main {\r\n      order: 1;\r\n      width: 100%;\r\n    }\r\n\r\n   .hpu-video-cta-container { margin-bottom: 0; }\r\n  }\r\n\r\n  @media (max-width: 1279px) {\r\n    .hpu-related-videos-card,\r\n    .hpu-rv-skel {\r\n      flex: 0 0 calc((100% - 108px) \/ 2);\r\n    }\r\n    .hpu-related-videos::before,\r\n    .hpu-related-videos::after { width: 8px; }\r\n  }\r\n\r\n  @media (max-width: 900px) {\r\n    \/* \u2500\u2500 Related videos: vertical list, 10 items, container fits content \u2500\u2500 *\/\r\n    .hpu-related-videos-slider {\r\n      display: flex !important;\r\n      flex-direction: column !important;\r\n      overflow-x: hidden !important;\r\n      overflow-y: visible !important;\r\n      scroll-snap-type: none !important;\r\n    }\r\n\r\n    .hpu-related-videos-slider > * {\r\n      width: 100% !important;\r\n      min-width: 0 !important;\r\n      flex-shrink: 0;\r\n      transform: none !important;\r\n    }\r\n\r\n    .hpu-related-videos-card,\r\n    .hpu-rv-skel {\r\n      flex: 0 0 auto !important;\r\n    }\r\n\r\n    .hpu-rv-nav { display: none; 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Now notice it&#039;s not just saying focus on the customer because a lot of companies and a lot of people say oh I care about my customer&#8230;.<\/p>\n","protected":false},"author":13788,"featured_media":465,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_hpuaeo_plugin_post_data":"{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"VideoObject\",\"@id\":\"https:\/\/www.highpoint.edu\/watch\/scott-mckain-customer-experience-cornerstone\/#video\",\"isPartOf\":{\"@id\":\"https:\/\/www.highpoint.edu\/watch\/scott-mckain-customer-experience-cornerstone\/#webpage\"},\"name\":\"Scott McKain | Cornerstone Distinction #4: Customer Experience Focus Episode 6\",\"description\":\"Business consultant Scott McKain, filmed at High Point University's Alo restaurant, breaks down the fourth cornerstone of distinction: a customer experience focus. He explains three dimensions of any customer interaction\u2014processing, service, and experience\u2014and describes how the trademarked 'ultimate customer experience' is built by removing roadblocks and training people well. He ties this to HPU's premier life skills program, which uses the Alo restaurant to teach students how to create superior experiences for future employers and customers.\",\"thumbnailUrl\":\"https:\/\/i.ytimg.com\/vi\/sSNfMIBczz8\/maxresdefault.jpg\",\"uploadDate\":\"2025-10-02\",\"duration\":\"PT9M16S\",\"embedUrl\":\"https:\/\/www.youtube.com\/embed\/sSNfMIBczz8\",\"url\":\"https:\/\/www.highpoint.edu\/watch\/scott-mckain-customer-experience-cornerstone\/\",\"sameAs\":[\"https:\/\/www.youtube.com\/watch?v=sSNfMIBczz8\"],\"publisher\":{\"@id\":\"https:\/\/www.highpoint.edu\/#University\"},\"transcript\":\"[Music] So now we've arrived at the fourth and final of the four cornerstones of the cornerstone and it's a customer experience focus. Now notice it's not just saying focus on the customer because a lot of companies and a lot of people say oh I care about my customer. I focus on the customer. This is a little bit different because it's about the customer experience. Now I'm going to suggest to you, there are three dimensions with which we interact with our customers. You can look at this in your career with internal customers. Those are the people you work with. External customers, those are the people that your business serves or that you serve in what you do. It can be in your personal life, but let's talk about those three dimensions. And I'm going to use we're in the restaurant here, the fine dining restaurant called Alo at High Point University, which is an incredible uh restaurant where I've dined many times. And I'm going to use that as the example of how we get to the customer experience. The three dimensions begin with processing. Processing consists of the elements of any transaction that you have with another person or with a business that you have a right to expect because you've chosen to spend your money, your time, your attention with that particular area. So, if I'm here at Aloe, what do I have a right to expect? Well, I have a right to expect that the tablecloth is going to be clean and the napkin is going to be here, that the utensils have been sterilized and clean, I have a right to expect the meal's going to be good, right? I mean, I've chosen here as opposed to all of the other dining alternatives in the area. Those are things I have a right to expect. If they don't get this right, nothing else matters. I read in Harvard Business Review a while back that only 16% of organizations even have a list of what the non-negotiables are that a customer can expect. So if you just make a list personally or professionally about what the people that you deal with have a right to expect because they're spending their time, their money, their attention with you, you're in the top 16%. So if they don't get the meal right, if this isn't perfect, then nothing else matters. The second dimension is what I call service. And service removes friction from the process. It makes it easier to do business. So, as I'm sitting here, if everything is great from a processing level, but the server comes up and is sweating and is too many tables and he's upset, it detracts from my meal. It detracts from what I'm spending money for and time with. It makes it tougher to enjoy my night. So service is those things that we do to eliminate that. It means the server is friendly. It means the server may ask my name and use it in conversation. It may mean that they go the extra mile to, you know, to bring a little appetizer at the beginning or a little dessert afterwards to make it more enjoyable in regards to the choice that we've made to dine here. But the highest level is the experience. And the experience adds a couple different dimensions. It adds personalization and emotion. Now, personalization means that when I sit down, the server or the hostess comes up and says, \u201cGosh, Mr. McCain, it's great that you're back. We really appreciate your business.\u201d When I board a flight on Delta Airlines, they look down and they notice that I'm a frequent flyer. Many times they'll say, \u201cOh gosh, Mr. McCain, you've flown almost three million miles on Delta. We appreciate your loyalty.\u201d You know, that might sound like a little thing, but it's really a significant thing. A friend of mine for a long time is an author and speaker named Joel Weldon. And Joel is in his 80s, been around for a long time, but he has a very profound thought. He'll stand in front of audiences and he will say for everybody in the room, how many of you by show of hands have been bitten by an elephant? Nobody raises their hand, right? Then he says, \u201cHow many of you been bitten by a mosquito?\u201d And everybody raises their hand. Joel will pause a second for a fact and he goes, \u201cSee, it's the little things that get you.\u201d When it comes to creating an experience, a lot of times it's the little things that make a huge difference. Recognizing loyalty, using someone's name in the conversation. But the other dimension that I mentioned earlier is emotion. And that's not a word we talk a lot about in business, but it really is the critical factor. Why would I be loyal to something towards which I have no feeling? Every business, everybody wants loyalty. They want engagement. They want involvement. But yet, you don't get engaged and involved and stay somewhere where you have no feeling about what you're doing. You know, part of the success here at High Point University is the engagement that it creates not only with students, but with parents, with staff, with everybody here. The philosophy of High Point is that you're going to have an experience with caring individuals in a supportive environment. And all of that serves to create the emotion that creates the experience that engenders loyalty because it hits on that fourth cornerstone of distinction. So, think about how all three of those apply. If the meal is bad, I don't care how much the server smiles. But if the meal is good and the server smiles, it's okay, but it's transactional. But if the meal is good and the server smiles and they use my name and they thank me or they welcome me because it's my first time and we hope you come back and they do something a little extra that's unexpected that really makes me feel great about the fact I've chosen to do business here. Now you've created an experience. One of the things our company owns is the federally registered trademark on the term ultimate customer experience. And so that's a question I think every business should be asking. What is the ultimate experience that you can be creating for the people that you serve? It's a legendary story and several other companies have adopted it, but the first I heard about was Amazon. That in every meeting that they have at Amazon, there has to be an empty chair and that empty chair represents the customer. So, at some point in every meeting, they look at that empty chair and they ask, \u201cNow, how would the person in that chair respond to what we're talking about right now?\u201d They ask about the customer and everything they do. That's part of what creates an ultimate customer experience. So, to follow up on this fourth cornerstone of distinction, how do you create an ultimate customer experience? It begins by asking, \u201cWhat if everything went exactly right?\u201d At this point, a lot of people say, \u201cWell, it never goes that way. I can't believe that. But if you don't ask the ultimate, you're never going to get close to it. If everything went exactly right, what would that look like, sound like, feel like? What would that be like?\u201d So, here at Alo, the restaurant, they would make a list of, you know, we greet the customer with a smile. We get them seated at the time of the reservation. We make a list of if everything went exactly right, what would happen. That's your first step. Second is, what do we have to make it work out that way in terms of how do we educate our team and how do we order the food and when do we serve? What do we have to do to make it work out that way for every person for every profession for every business that's going to be different, but the question remains the same. The question is what are the roadblocks? In other words, Is there an old policy or old procedure that maybe we need to eliminate or a new policy or a new procedure that we need to initiate We need to find out what we need to do to eliminate the roadblocks that get in our way of providing this. The next question is, am I providing the tools that it takes to get the job done? In other words, am I doing the training and the education? That's part of why life skills are so important. That's one of the things that I love here about High Point University, the premier life skills university, it's not just the mechanics of cooking the food properly. It's also the mechanics of what does it take to have a conversation. Part of the reason they have a restaurant like this, by the way, is so that students here develop the life skills of knowing what's a superior experience so they can go out and create it for their employer and for their employer's customers. That's part of what we all have to do. So the ultimate customer experience is really the completion of cornerstone number four, which is a customer experience focus. Look, at the end of the day, every business has to have loyal customers who refer you to their family, their friends, and their colleagues. It's key to success. So, by completing cornerstone number four, you assure that you have implemented all of the four cornerstones of distinction.\",\"keywords\":[\"Scott McKain\",\"Customer Experience Focus\",\"Cornerstones of Distinction\",\"High Point University\",\"Alo restaurant\",\"Life Skills\",\"Ultimate Customer Experience\",\"Amazon empty chair\"],\"hasPart\":[{\"@type\":\"Clip\",\"name\":\"Introduction\",\"description\":\"Introduction\",\"startOffset\":0,\"url\":\"https:\/\/www.highpoint.edu\/watch\/scott-mckain-customer-experience-cornerstone\/#t=0\",\"transcript\":\"So now we've arrived at the fourth and final of the four cornerstones of the cornerstone and it's a customer experience focus. Now notice it's not just saying focus on the customer because a lot of companies and a lot of people say oh I care about my customer. I focus on the customer. This is a little bit different because it's about the customer experience. Now I'm going to suggest to you, there are three dimensions with which we interact with our customers. You can look at this in your career with internal customers. Those are the people you work with. External customers, those are the people that your business serves or that you serve in what you do. It can be in your personal life, but let's talk about those three dimensions. And I'm going to use we're in the restaurant here, the fine dining restaurant called Alo at High Point University, which is an incredible uh restaurant where I've dined many times.\",\"endOffset\":68},{\"@type\":\"Clip\",\"name\":\"What is 'processing' in customer experience?\",\"description\":\"What is 'processing' in customer experience\",\"startOffset\":68,\"url\":\"https:\/\/www.highpoint.edu\/watch\/scott-mckain-customer-experience-cornerstone\/#t=68\",\"transcript\":\"And I'm going to use that as the example of how we get to the customer experience. The three dimensions begin with processing. Processing consists of the elements of any transaction that you have with another person or with a business that you have a right to expect because you've chosen to spend your money, your time, your attention with that particular area. So, if I'm here at Aloe, what do I have a right to expect? Well, I have a right to expect that the tablecloth is going to be clean and the napkin is going to be here, that the utensils have been sterilized and clean, I have a right to expect the meal's going to be good, right? I mean, I've chosen here as opposed to all of the other dining alternatives in the area. Those are things I have a right to expect. If they don't get this right, nothing else matters. I read in Harvard Business Review a while back that only 16% of organizations even have a list of what the non-negotiables are that a customer can expect. So if you just make a list personally or professionally about what the people that you deal with have a right to expect because they're spending their time, their money, their attention with you, you're in the top 16%. So if they don't get the meal right, if this isn't perfect, then nothing else\",\"endOffset\":146},{\"@type\":\"Clip\",\"name\":\"How does service remove friction for customers?\",\"description\":\"How does service remove friction for customers\",\"startOffset\":146,\"url\":\"https:\/\/www.highpoint.edu\/watch\/scott-mckain-customer-experience-cornerstone\/#t=146\",\"transcript\":\"matters. The second dimension is what I call service. And service removes friction from the process. It makes it easier to do business. So, as I'm sitting here, if everything is great from a processing level, but the server comes up and is sweating and is too many tables and he's upset, it detracts from my meal. It detracts from what I'm spending money for and time with. It makes it tougher to enjoy my night. So service is those things that we do to eliminate that. It means the server is friendly. It means the server may ask my name and use it in conversation. It may mean that they go the extra mile to, you know, to bring a little appetizer at the beginning or a little dessert afterwards to make it more enjoyable in regards to the choice that we've made to dine here. But the highest level is the experience. And the experience adds a couple different dimensions. It adds personalization and emotion. Now, personalization means that when I sit down, the server or the hostess comes up and says, \u201dGosh, Mr.\",\"endOffset\":216},{\"@type\":\"Clip\",\"name\":\"Why do personalization and emotion drive loyalty?\",\"description\":\"Why do personalization and emotion drive loyalty\",\"startOffset\":216,\"url\":\"https:\/\/www.highpoint.edu\/watch\/scott-mckain-customer-experience-cornerstone\/#t=216\",\"transcript\":\"McCain, it's great that you're back. We really appreciate your business.\u201c When I board a flight on Delta Airlines, they look down and they notice that I'm a frequent flyer. Many times they'll say, \u201dOh gosh, Mr. McCain, you've flown almost three million miles on Delta. We appreciate your loyalty.\u201c You know, that might sound like a little thing, but it's really a significant thing. A friend of mine for a long time is an author and speaker named Joel Weldon. And Joel is in his 80s, been around for a long time, but he has a very profound thought. He'll stand in front of audiences and he will say for everybody in the room, how many of you by show of hands have been bitten by an elephant? Nobody raises their hand, right? Then he says, \u201dHow many of you been bitten by a mosquito?\u201c And everybody raises their hand. Joel will pause a second for a fact and he goes, \u201dSee, it's the little things that get you.\u201d When it comes to creating an experience, a lot of times it's the little things that make a huge difference. Recognizing loyalty, using someone's name in the conversation. But the other dimension that I mentioned earlier is emotion. And that's not a word we talk a lot about in business, but it really is the critical factor. Why would I be loyal to something towards which I have no feeling? Every business, everybody wants loyalty. They want engagement. They want involvement. But yet, you don't get engaged and involved and stay somewhere where you have no feeling about what you're doing. You know, part of the success here at High Point University is the engagement that it creates not only with students, but with parents, with staff, with everybody here. The philosophy of High Point is that you're going to have an experience with caring individuals in a supportive environment. And all of that serves to create the emotion that creates the experience that engenders loyalty because it hits on that fourth cornerstone of distinction. So, think about how all three of those apply. If the meal is bad, I don't care how much the server smiles. But if the meal is good and the server smiles, it's okay, but it's transactional. But if the meal is good and the server smiles and they use my name and they thank me or they welcome me because it's my first time and we hope you come back and they do something a little extra that's unexpected that really makes me feel great about the fact I've chosen to do business here. Now you've created an experience.\",\"endOffset\":365},{\"@type\":\"Clip\",\"name\":\"What is the 'ultimate customer experience'?\",\"description\":\"What is the 'ultimate customer experience'\",\"startOffset\":365,\"url\":\"https:\/\/www.highpoint.edu\/watch\/scott-mckain-customer-experience-cornerstone\/#t=365\",\"transcript\":\"One of the things our company owns is the federally registered trademark on the term ultimate customer experience. And so that's a question I think every business should be asking. What is the ultimate experience that you can be creating for the people that you serve? It's a legendary story and several other companies have adopted it, but the first I heard about was Amazon. That in every meeting that they have at Amazon, there has to be an empty chair and that empty chair represents the customer. So, at some point in every meeting, they look at that empty chair and they ask, \u201cNow, how would the person in that chair respond to what we're talking about right now?\u201d They ask about the customer and everything they do. That's part of what creates an ultimate customer experience. So, to follow up on this fourth cornerstone of distinction, how do you create an ultimate customer experience? It begins by asking, \u201cWhat if everything went exactly right?\u201d\",\"endOffset\":423},{\"@type\":\"Clip\",\"name\":\"How do you create an ultimate customer experience?\",\"description\":\"How do you create an ultimate customer experience\",\"startOffset\":423,\"url\":\"https:\/\/www.highpoint.edu\/watch\/scott-mckain-customer-experience-cornerstone\/#t=423\",\"transcript\":\"At this point, a lot of people say, \u201cWell, it never goes that way. I can't believe that. But if you don't ask the ultimate, you're never going to get close to it. If everything went exactly right, what would that look like, sound like, feel like? What would that be like?\u201d So, here at Alo, the restaurant, they would make a list of, you know, we greet the customer with a smile. We get them seated at the time of the reservation. We make a list of if everything went exactly right, what would happen. That's your first step. Second is, what do we have to make it work out that way in terms of how do we educate our team and how do we order the food and when do we serve? What do we have to do to make it work out that way for every person for every profession for every business that's going to be different, but the question remains the same. The question is what are the roadblocks? In other words, Is there an old policy or old procedure that maybe we need to eliminate or a new policy or a new procedure that we need to initiate We need to find out what we need to do to eliminate the roadblocks that get in our way of providing this. The next\",\"endOffset\":486},{\"@type\":\"Clip\",\"name\":\"How does High Point University teach life skills?\",\"description\":\"How does High Point University teach life skills\",\"startOffset\":486,\"url\":\"https:\/\/www.highpoint.edu\/watch\/scott-mckain-customer-experience-cornerstone\/#t=486\",\"transcript\":\"question is, am I providing the tools that it takes to get the job done? In other words, am I doing the training and the education? That's part of why life skills are so important. That's one of the things that I love here about High Point University, the premier life skills university, it's not just the mechanics of cooking the food properly. It's also the mechanics of what does it take to have a conversation. Part of the reason they have a restaurant like this, by the way, is so that students here develop the life skills of knowing what's a superior experience so they can go out and create it for their employer and for their employer's customers. That's part of what we all have to do. So the ultimate customer experience is really the completion of cornerstone number four, which is a customer experience focus. Look, at the end of the day, every business has to have loyal customers who refer you to their family, their friends, and their colleagues. It's key to success. So, by completing cornerstone number four, you assure that you have implemented all of the four cornerstones of distinction.\",\"endOffset\":556}]},{\"@type\":\"FAQPage\",\"@id\":\"https:\/\/www.highpoint.edu\/watch\/scott-mckain-customer-experience-cornerstone\/#faqpage\",\"isPartOf\":{\"@id\":\"https:\/\/www.highpoint.edu\/watch\/scott-mckain-customer-experience-cornerstone\/#webpage\"},\"mainEntity\":[{\"@type\":\"Question\",\"name\":\"Introduction\",\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"So now we've arrived at the fourth and final of the four cornerstones of the cornerstone and it's a customer experience focus. Now notice it's not just saying focus on the customer because a lot of companies and a lot of people say oh I care about my customer. I focus on the customer. This is a little bit different because it's about the customer experience. Now I'm going to suggest to you, there are three dimensions with which we interact with our customers. You can look at this in your career with internal customers. Those are the people you work with. External customers, those are the people that your business serves or that you serve in what you do. It can be in your personal life, but let's talk about those three dimensions. 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I mean, I've chosen here as opposed to all of the other dining alternatives in the area. Those are things I have a right to expect. If they don't get this right, nothing else matters. I read in Harvard Business Review a while back that only 16% of organizations even have a list of what the non-negotiables are that a customer can expect. So if you just make a list personally or professionally about what the people that you deal with have a right to expect because they're spending their time, their money, their attention with you, you're in the top 16%. So if they don't get the meal right, if this isn't perfect, then nothing else\"}},{\"@type\":\"Question\",\"name\":\"How does service remove friction for customers?\",\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"matters. The second dimension is what I call service. And service removes friction from the process. It makes it easier to do business. So, as I'm sitting here, if everything is great from a processing level, but the server comes up and is sweating and is too many tables and he's upset, it detracts from my meal. It detracts from what I'm spending money for and time with. It makes it tougher to enjoy my night. So service is those things that we do to eliminate that. It means the server is friendly. It means the server may ask my name and use it in conversation. It may mean that they go the extra mile to, you know, to bring a little appetizer at the beginning or a little dessert afterwards to make it more enjoyable in regards to the choice that we've made to dine here. But the highest level is the experience. And the experience adds a couple different dimensions. It adds personalization and emotion. Now, personalization means that when I sit down, the server or the hostess comes up and says, \u201dGosh, Mr.\"}},{\"@type\":\"Question\",\"name\":\"Why do personalization and emotion drive loyalty?\",\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"McCain, it's great that you're back. We really appreciate your business.\u201c When I board a flight on Delta Airlines, they look down and they notice that I'm a frequent flyer. Many times they'll say, \u201dOh gosh, Mr. McCain, you've flown almost three million miles on Delta. We appreciate your loyalty.\u201c You know, that might sound like a little thing, but it's really a significant thing. A friend of mine for a long time is an author and speaker named Joel Weldon. And Joel is in his 80s, been around for a long time, but he has a very profound thought. He'll stand in front of audiences and he will say for everybody in the room, how many of you by show of hands have been bitten by an elephant? Nobody raises their hand, right? Then he says, \u201dHow many of you been bitten by a mosquito?\u201c And everybody raises their hand. Joel will pause a second for a fact and he goes, \u201dSee, it's the little things that get you.\u201d When it comes to creating an experience, a lot of times it's the little things that make a huge difference. Recognizing loyalty, using someone's name in the conversation. But the other dimension that I mentioned earlier is emotion. And that's not a word we talk a lot about in business, but it really is the critical factor. Why would I be loyal to something towards which I have no feeling? Every business, everybody wants loyalty. They want engagement. They want involvement. But yet, you don't get engaged and involved and stay somewhere where you have no feeling about what you're doing. You know, part of the success here at High Point University is the engagement that it creates not only with students, but with parents, with staff, with everybody here. The philosophy of High Point is that you're going to have an experience with caring individuals in a supportive environment. And all of that serves to create the emotion that creates the experience that engenders loyalty because it hits on that fourth cornerstone of distinction. So, think about how all three of those apply. If the meal is bad, I don't care how much the server smiles. But if the meal is good and the server smiles, it's okay, but it's transactional. But if the meal is good and the server smiles and they use my name and they thank me or they welcome me because it's my first time and we hope you come back and they do something a little extra that's unexpected that really makes me feel great about the fact I've chosen to do business here. Now you've created an experience.\"}},{\"@type\":\"Question\",\"name\":\"What is the 'ultimate customer experience'?\",\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"One of the things our company owns is the federally registered trademark on the term ultimate customer experience. And so that's a question I think every business should be asking. What is the ultimate experience that you can be creating for the people that you serve? It's a legendary story and several other companies have adopted it, but the first I heard about was Amazon. That in every meeting that they have at Amazon, there has to be an empty chair and that empty chair represents the customer. So, at some point in every meeting, they look at that empty chair and they ask, \u201cNow, how would the person in that chair respond to what we're talking about right now?\u201d They ask about the customer and everything they do. That's part of what creates an ultimate customer experience. So, to follow up on this fourth cornerstone of distinction, how do you create an ultimate customer experience? It begins by asking, \u201cWhat if everything went exactly right?\u201d\"}},{\"@type\":\"Question\",\"name\":\"How do you create an ultimate customer experience?\",\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"At this point, a lot of people say, \u201cWell, it never goes that way. I can't believe that. But if you don't ask the ultimate, you're never going to get close to it. If everything went exactly right, what would that look like, sound like, feel like? What would that be like?\u201d So, here at Alo, the restaurant, they would make a list of, you know, we greet the customer with a smile. We get them seated at the time of the reservation. We make a list of if everything went exactly right, what would happen. That's your first step. Second is, what do we have to make it work out that way in terms of how do we educate our team and how do we order the food and when do we serve? What do we have to do to make it work out that way for every person for every profession for every business that's going to be different, but the question remains the same. The question is what are the roadblocks? In other words, Is there an old policy or old procedure that maybe we need to eliminate or a new policy or a new procedure that we need to initiate We need to find out what we need to do to eliminate the roadblocks that get in our way of providing this. The next\"}},{\"@type\":\"Question\",\"name\":\"How does High Point University teach life skills?\",\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"question is, am I providing the tools that it takes to get the job done? In other words, am I doing the training and the education? That's part of why life skills are so important. That's one of the things that I love here about High Point University, the premier life skills university, it's not just the mechanics of cooking the food properly. It's also the mechanics of what does it take to have a conversation. Part of the reason they have a restaurant like this, by the way, is so that students here develop the life skills of knowing what's a superior experience so they can go out and create it for their employer and for their employer's customers. That's part of what we all have to do. So the ultimate customer experience is really the completion of cornerstone number four, which is a customer experience focus. Look, at the end of the day, every business has to have loyal customers who refer you to their family, their friends, and their colleagues. It's key to success. So, by completing cornerstone number four, you assure that you have implemented all of the four cornerstones of distinction.\"}}]}]}","_hpuaeo_plugin_meta_tags":"","footnotes":"","_links_to":"","_links_to_target":""},"categories":[2],"tags":[3,11,12],"class_list":["post-466","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-hpu-videos","tag-business-finance","tag-cast-interviews","tag-innovators-in-residence"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.9 (Yoast SEO v27.9) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Scott McKain | Cornerstone Distinction #4: Customer Experience Focus Episode 6 - Watch HPU<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.highpoint.edu\/watch\/scott-mckain-customer-experience-cornerstone\/\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"Scott McKain | Cornerstone Distinction #4: Customer Experience Focus Episode 6 - Watch HPU\" \/>\n<meta name=\"twitter:description\" content=\"Chapters &amp; Transcript 1 Introduction 0:00 So now we&#039;ve arrived at the fourth and final of the four cornerstones of the cornerstone and it&#039;s a customer experience focus. 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