3 insights for all businesses

Discussions about the importance abound. This is understandable given the importance of the issue for all businesses. Few things impact more on:

  • Sales
  • Repeat business
  • Referrals

While most often discussed in the context of bricks and mortar retailing, customer experience is important for all businesses online and offline.

I would argue however that a customer experience is not enough. The customer experience should ideally be:

  • Distinctive
  • Unforgettable

The experience needs to stand out, stick in the customers memory and be defendable as a point of difference in the longer term.

Critical to establishing an optimal customer experience is:

  • Design
  • Delivery
  • Development

It is important to labour over designing the customer experience, deliver on the promised experience and develop the capability to maintain delivery.

Essential to developing an optimal customer experience is:

  • Understanding the customer with a view to building a tribe
  • Identifying the elements or moments of truth in the experience.
  • Developing and implementing an integrated strategy.

Understanding who the customer is and what they respond to is critical. Market research is a critical starting point, in terms of building a tribe that engages with and embraces the experience.

There are many elements to the customer experience including those relating to:

  • The environment
  • The product
  • The service

Within these elements are moments of truth during which:

  • Customers can be engaged and impressed
  • The business can deliver and impress
  • The customer will make judgements

With the longer term in mind also critical to a sustainable customer experience are:

  • Engaging and empowering employees
  • Monitoring and gathering feedback
  • Fine tuning the experience as required

Employees are critical to the customer experience and need to understand:

  • What it is.
  • Why it matters.
  • How they can contribute.

Customer feedback is essential and needs to be used in giving feedback to staff anf tine tuning the experience.

The superstars of customer experience include:

  • Apple
  • Ikea
  • Zara


  1. Customer experience is critical for every business
  2. That experience needs to be distinctive, unforgettable and sustainable
  3. A highly strategic approach is required to develop and maintain the optimal customer experience

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