How to Create Customer Experiences People Remember
Maya Angelou once said, “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” While at the time, she was referring to personal relationships, her words resonate strongly in the current business world.
Across an array of industries, consumers are valuing material items less and experiences more.
Take the travel industry, which, according to McKinsey research, has been completely reshaped by a yearning for travel. One of the most important considerations for travelers when selecting a destination is the quality of dining, cultural, and adventure activities.
Savvy entrepreneurs are tapping into this demand, developing a deep understanding of the importance of creating special experiences for customers across a range of industries, from retail right through to coaching, writing, or marketing.
What Makes Experiences Memorable?
Memorable experiences are those that enable consumers to feel they have received value that goes above and beyond what is expected.
Imagine booking an Airbnb and finding a care package by your bedside or a bottle of wine and some locally-made chocolates in the kitchen, with a handwritten note. These small details are akin to what one might expect from a five-star hotel; they connect the customer to the place they are visiting, and start their holiday off on a positive note.
Valuable experiences typically have specific qualities in common, including personalization, emotional connection, removing friction, and offering exceptional service.
Taking a Cue from Successful Businesses
Companies that offer memorable experiences include Apple (whose staff focus on education rather than hard selling), Ritz-Carlton (where employees are empowered to spend a set amount to resolve guest issues without the need for management approval), and Chewy (which sends handwritten cards, flowers, or personalized gifts when a customer loses a pet).
B2B businesses, meanwhile, often host dynamic conferences, exhibitions, and workshops, offering guests quality catering, meaningful speeches, and welcome gifts.
Many entrepreneurs also invest in live entertainment ideas for corporate events, interactive demonstrations, and networking activities that encourage genuine connections between attendees. The key is to ensure attendees feel their time has been well spent, especially through valuable industry insights and networking opportunities.
The Interactions That Shape Your Reputation
Offering outstanding service and pampering customers is key, but it is vital to remember that their experiences begin long before they make their first purchase from your business.
The first impression of your business will typically be your website, social media, and e-mails. The factors that shape your customers’ online experience include personalization, speed, and mobile compatibility.
Statistics compiled by Zendesk show, for instance, that 88% of shoppers stay on personalized sites, 79% switch to competitors after poor digital experiences, and a one-second delay drops conversions by 7%. Research by Emplifi, meanwhile, shows that almost half of all consumers who left a brand they had been loyal to did so because of poor customer experience (CX).
Designing Experiences That Build Loyalty
Memorable experiences result from intentional design; they are much more than a marketing strategy or the provision of special details that make customers feel pampered.
Entrepreneurs must begin by mapping the entire customer journey, identifying key opportunities and moments where they can exceed expectations.
Continually seeking and responding to customer feedback is also key. Be especially quick to respond to complaints and offer 24/7 assistance if your business is large and successful enough to afford it.
Otherwise, send automated responses letting them know you will get back to them as soon as possible.
Relying on skilled staff is also key. Empower your employees to resolve problems quickly, avoid micromanaging, and make decisions without having to request approval for everything.
Finally, ensure that your after-sales service is on point. Send follow-up emails to clients after a sale and offer exclusive content and loyalty incentives.
How Your Blog Can Contribute to a Meaningful Experience
Say you run a travel business and you write a weekly blog post.
Take time to offer your readers ideas that typical travel blogs do not, offer them printable checklists for these destinations, and respond thoughtfully to their comments.
Invite your readers to share their travel stories, and provide exclusive monthly newsletters containing content that is unavailable on your site. Aim to establish your authority in your niche by conducting research and sharing your findings with your readers.
Embrace personalization, allowing your readers to subscribe to specific newsletters based on their interests.
Consider creating interactive experiences such as quizzes, interactive maps, and live Q&A sessions that will make your readers feel like part of a community.
As excellent as your products or services may be, designing meaningful experiences around them can help boost client retention. Think of every stage of your customers’ experience and design moments they will remember and appreciate.
Ultimately, the businesses that people remember are those that consistently make them feel valued, understood, and appreciated.
