Why a Customer’s Experience Matters and How You Can Improve It

A few years ago, I was at a conference in Orlando, Florida and happened to stay across the street from Disney Springs. I spent each of my nights there walking around, riding the water taxi, eating dinner and just relaxing. Usually when I travel for work, it’s all about work. Rarely do I find the time to enjoy my surroundings, so this was new for me.

I started thinking a bit about what Disney knows how to do right, and that is to provide the customer an experience that they won’t forget. As I sat there one evening eating dinner I realized that my reality seemed suspended for a short while.

Think about Las Vegas. Every so often, a casino will be torn down so that there can be room made for a new one. The casinos get bigger and better. Moreover, they are all designed to give the visitors an experience that is otherworldly. They employ a design that is meant to suspend reality. I love the idea that they literally blow up the old to ring in the new. It’s a spectacle. It’s helps everyone know that the old experience is gone and the new experience is coming.

Now, I can understand that people want different experiences, but what experiences do you think fosters a sense of excitement for your customers? What experiences do you think causes people to tell their friends? What experiences are worth more to the consumer?

No matter your industry, if you create an experience that your target audience will love, then they are more likely to continue doing business with you.

How to Create a Positive and Memorable Customer Experience

You know how everyone always says, “Don’t sweat the small stuff”? Well, when it comes to customer experience, you can’t afford NOT to sweat the small stuff. Every detail matters. Spend your time creating more ‘WOW’ moments for your customers by honing in on the things they care about.

Here are some practical things you can do to create a better customer experience:

• Quick resolutions to issues that arise
• Solid support for your customers
• Easy access to answers with something like an FAQ page on your website
• Build trust through consistency and transparency
• Listen to what your target demographic wants and adapt to fit their needs
• Personalize a customer’s experience wherever you can
• Show your appreciation for those who choose to do business with you
• Go the extra mile to delight them into telling others about you

The more customer-focused you are, the greater the potential is to see success in your business.

A Positive Customer Experience and Your Web Marketing

When someone comes into your place of business, you want them to feel welcome. You want them to know that you are there to help them be successful. If you don’t have that desire, then you don’t deserve to be in business.

Think of your website as your digital front door. All your web marketing should drive people to a welcoming environment. You want them to feel like they belong.

Here are some practical things you can do to create a better web experience:

• Ensure you have brand continuity… ie. make sure that your marketing and advertising aligns with your website and your business.
• Make sure your website is clear on what you do and, more importantly, how you solve your customers’ problems.
• Create as many personalization options on your website as possible by connecting your website to your CRM.
• Make sure that all your brand elements (colors, imagery, logos, content, etc) work together.
• Learn who your customers are and create content that fits where they are in their buyer’s journey.
• Don’t leave the success of your web presence to chance… always improve it with user testing.

Just like being customer-focused in your business will help you see success, doing the same for your web presence will create a positive, lasting impact for your customer.

Take the time to ensure your customer’s experience is designed to be focused on them.