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What Is Your Customer Experience?

Did you know that creating a customer experience is a fundamental part of the entire marketing funnel?

Yes, if you were to subscribe to the modern customer-centric approach to the marketing funnel – and frankly, why wouldn’t you – you will find that creating a customer experience every step of the way will convert to better brand recall and ultimately conversion.

What Is Customer Experience?

It’s the interaction between a customer and the products or services that your business offers – at all touch points of your business! This can happen when they first hear about your brand or see a social media post, and from then on, at every point of the customer journey.

Given this fact, it is crucial that you think of creating a positive customer experience every step of the way.

Now that you have your mind wrapped around customer experience, let’s look at a few key factors that contribute to creating a positive customer experience…

Customer Service:

Customers want to feel valued and heard. Providing exceptional customer service can go a long way in building trust and loyalty with customers. Go that extra mile and help your customer whenever and in any way that is ethical and in line with your brand values.

Ease of Use:

Products and services that are easy to use and understand can make a customer's experience more enjoyable. It is therefore essential that contracts, content and communications as well as processes involving services are as simple as possible, easy to read – the fewer steps for the customer the better customer experience you are creating for them.


Tailoring products, services, and communication to a customer's individual preferences and needs can make them feel valued and appreciated. A conversation to understand your client’s business and the daily pain points they encounter is always a great starting point. Additionally, look at how your business can really address your client’s concern. At times, this might even challenge your business to explore new avenues in processes and technology – consider that this is what keeps your business relevant, growing, and progressing.


Consistently delivering high-quality products, services, and experiences can help build trust and credibility with customers. After all, your key performance indicators and your promise of service depend on consistency. There are times you may fail, and, in these instances, a robust communication protocol will ensure that you are actively working towards a resolution. Consistency in delivery matters, but work on consistency in communication with your clients for better payoffs!


Understanding and addressing a customer's pain points and needs with empathy can create a more positive experience. Take time to truly understand your customer, their needs, their voice, and their expectations.


Incorporating technology to streamline processes and provide a seamless customer experience can be a differentiating factor for brands. As long as your business is a learning business, you should be able to provide your client with the very best technology has to offer. If they ask for a particular platform – be quick to learn it and deliver whenever this is plausible. Leverage technologies that can improve efficiency in your business to shorten production and delivery times. Keeping up with tech will generate transferable efficiencies for your business.

Ultimately, creating a positive customer experience requires a customer-centric approach and a deep understanding of customers' needs and preferences. Even if a customer does not need your service or you find that you have come to the end of the customer journey, a positive customer experience will keep them talking about your business and there is no tool that is as powerful as ‘word of mouth’ or references for a business to grow!

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Written by Tatum De Souza

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