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Customer experience: The key to succeeding in a competitive business world

by Sep 28, 2023Leadership, Managing Teams, Marketing, Sales, Small Business Leaders

The big picture
Customer experience is the key to competing in a small business world. Leaders are looking for ways to improve the customer experience at every touchpoint.

Why it matters
In today’s competitive business environment, customers have more choices than ever. They can easily compare prices, features, and reviews of different products and services. Small businesses need to provide a great customer experience to stand out from the competition. With a focus on experience, you make your business the “go-to choice” in your industry.

What was the impact?
Perhaps you’ve experienced excellent services during a recent purchase. Didn’t that leave you grateful and wanting to return? Did it leave you with an enjoyable experience that you appreciate?

There are many ways to improve the customer experience. Here are a few tips:

  • Make it easy for customers to do business with you. Your website should be easy to navigate, and your checkout process should be quick and seamless. If you offer a physical store, ensure it is clean and well-organized.
  • Be responsive to customer inquiries. Respond to emails, phone calls, and social media messages promptly and courteously.
  • Go the extra mile for your customers. This could mean offering free shipping, gift wrapping, or a loyalty program. It could also mean simply taking the time to get to know your customers and their needs.

Here are three specific things that small business leaders can do to improve the customer experience:

1. Clarify your message.

Customers want to know what your business is all about and why they should care. Your marketing message should be clear, concise, and compelling. It should focus on the benefits your products or services offer your customers.

2. Create a customer journey map.

A customer journey map visually represents the steps a customer takes when interacting with your business. It can help you to identify areas where you can improve the customer experience.

When creating a customer journey map, consider the following:

  • What are the different touchpoints that customers have with your business? (e.g., website, social media, phone calls, in-store visits, etc.)
  • What are the customer’s goals at each touchpoint?
  • What are the customer’s pain points at each touchpoint?
  • How can you make the customer’s experience better at each touchpoint?

3. Empower your employees.

Your employees are on the front lines of the customer experience. They are the ones who are interacting with customers daily. Empowering your employees to make decisions that will improve the customer experience is essential.

Give your employees the authority to resolve customer issues quickly and efficiently. Also, allow them to provide feedback on improving the customer experience.

Case Study: Gourmet Greens – The Power of Exceptional Customer Experience


“Gourmet Greens” transformed from a local salad bar into a thriving business by prioritizing customer experience in a competitive market.

Key Initiatives

1. Personalized Salads: A digital ordering system allows customers to customize salads with fresh ingredients, enhancing personalization.

2. Engaging Staff: Employees connected with customers, remembered names, and offered suggestions, creating a welcoming atmosphere.

3. Quality Control: Strict standards ensured fresh ingredients and consistent, top-notch salads.

4. Online Ordering: User-friendly apps and a responsive website facilitated online ordering and delivery.

5. Feedback Loop: Active customer feedback collection helped refine the menu, service, and overall experience.


1. Customer Loyalty: Personalized service and quality fostered a loyal customer base and referrals.

2. Revenue Growth: Sales increased due to the premium quality and personalization.

3. Expansion: The company expanded to multiple locations, maintaining a customer-centric approach.

4. Recognition: Awards and accolades boosted their reputation.

“Gourmet Greens” exemplifies business growth through exceptional customer experience, emphasizing personalization, engagement, quality, technology, and feedback, resulting in profitability and expansion in a competitive market.

The wrap-up

Improving the customer experience is essential for small businesses to compete in today’s business world. By following the tips above, small business leaders can create a customer experience that is positive, memorable, and loyal.

Check out my “Wednesday Morning Memo” on leadership and how leadership drives success. Also, look at my other post on “Navigating Change.

About Henry:
Henry is a Leadership Coach and Mentor. He helps Owners and Executive Leaders develop their teams to grow their business so they can have more time, more results and more money. To learn more, Henry offers a FREE discovery call  check out the details on this website.