Customer experience isn’t just a buzzword - it’s the backbone of business success. In a world where people have endless options, how your customers FEEL about working with you will determine whether they stay, return, and refer others. In today's market, customers are spoilt for choice, so how you make them feel is just as (if not more) important than what you offer. It's been a LONG time since I've experienced excellent customer service from start to finish and even longer since I've had a good offboarding experience when working B2B that didn't feel cut and dry, and I notice it.
This also means I notice a good (or even just better than average) customer experience, and it does affect my purchasing decisions in the future. Repeat customers return for one of two reasons: The product/service is excellent and/or the customer experience is fantastic! If you've got both, you are winning, AND if one slips one day, the other will always allow you a second chance in the eye of the customer.
Anyway, let’s dive into some actionable strategies to create an unforgettable customer journey.
1. Understand Your Customer’s Journey
Understanding your customers’ journey helps you create intentional touchpoints that enhance their experience. Steps to Improve:
Identify all key interactions from first discovery to post-purchase.
Look for areas of friction - where do clients hesitate or drop off?
Ensure your messaging is consistent and clear across all touchpoints. Top Tip - If you want referrals, focus on your post-sale (offboarding) experience!
2. Personalisation Is Everything
People want to feel SEEN. A personalised experience makes them more likely to return (as mentioned at the beginning - there is a reason Starbucks asks for your name).
Ways to Personalise:
Use their name in emails and follow-ups.
Offer tailored recommendations based on previous purchases.
Create VIP experiences for loyal customers.
A handwritten note goes a long way in the digital world!
Top Tip - Have a notes section set up in their client profile and note down some key mentions (Children's names, birthdays, dogs, cats, anything that makes them feel SEEN)
3. Communication Is Your Superpower
The businesses that communicate well create trust and loyalty. Quick Wins:
Set clear expectations from the outset.
Provide proactive updates rather than waiting for customers to chase you.
Have a structured onboarding system so clients know exactly what to expect.
Top Tip - This should come as standard - communication isn't optional!
4. Gather & Implement Feedback
Your customers hold the key to improving your services. Regularly ask for feedback and, more importantly, ACT on it. Customers love to see their input valued.
How to Use Feedback Effectively:
Ask for feedback at key points in their journey.
Act on common suggestions to improve their experience.
Publicly acknowledge and implement feedback when possible.
Top Tip - Make this automated. Have a feedback form go out at regular checkpoints. If your customers are high value, go one step further and ask them at the end of a meeting, 'How can I make this experience even better for you?'.
Conclusion
A stellar customer experience isn’t just about making sales, it’s about creating relationships that last. By implementing these strategies, you’ll not only increase client retention but also grow through word-of-mouth referrals.
A little goes a long way - especially in today's detached world!
Want to build a high-retention, referral-driven business but unsure how? Let’s chat about how I can support you inside of The Accelerator.
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