The Five Elements of Flawless Customer Experience 158

The Five Elements of Flawless Customer Experience

Providing a flawless customer experience is the ultimate goal for any business.

There’s a lot that goes into creating a customer experience that keeps your clients coming back for more. In fact, there’s so much involved that it can almost seem overwhelming.

However, providing a flawless customer experience becomes much easier when you approach the task through these five distinct elements:

Ownership of Emotions
The Unexpected


When it comes to your customers’ satisfaction, time is essential. Think of how a great experience at a new restaurant quickly sours if you’re left waiting for your food to arrive. Think of how your excitement over a great department store sale turns into frustration as you stand in line for what seems like hours.

Time is your most valuable resource and it is up to you to make sure you’re using your customers’ time wisely.

This is why restaurants have comfortable waiting areas with drinks and appetizers, or why airports have lounges with restaurants, shops, and even bars.

If your customers are being forced to wait for a service, make them feel as if their time spent is not wasted. The more positive drivers you offer customers, the less likely they are to grow dissatisfied with their experience.

Think of how you can implement this in your own business. Are there places where you can help fill customers’ time? Are there places where technology can be used to cut down on the time it takes to complete a task? Remember, it’s the customers’ time that should be valued, not your own.


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You must understand what your customers want, when they want it, and how.

While this may seem daunting, getting a better understanding of your customers doesn’t take millions of dollars, complex data analytics, and a degree in psychology. Instead, all it takes is a simple look. Watch their process, engage with them, ask them questions, and listen to them.  

How are customers interacting with your product? What’s the first thing they do when they enter your store? What’s the last thing they do before they leave? How long are they spending in each department? Do you notice anything that hampers their experience?

Take a look at your competitors. How are your potential customers interacting with them? What does this business offer that you don’t or vice versa? What is your, as Harvard Business School professor Clayton M. Christensen says, “job to be done?” What are your customers hiring your product or service to accomplish? Understand why your users are turning to your products.

Ownership of Emotions

Many companies have already taken hold of their customers’ emotions, though cynically. Subliminal advertising is a key example. However, the ownership of emotions does not have to be cynical. When used correctly, it can be the “holy grail” for companies.

Owning emotions begins with the aforementioned ability to understand. When you truly understand a customer’s choices and then act to make the experience better, you’re building a relationship of trust. That trust is the foundation of emotional ownership.

One way to build this trust is to reduce the “emotional” noise that surrounds your customers. Let them know that, even on their worst day, your business or product is there for them and that it will be a constant in their lives.

Think of restaurants and the long wait times you have to endure when they’re busy. Think of how angry—or “hangry”—you feel as you stand around, waiting for your table, and listening to your stomach growl. However, think of how some restaurants are able to reduce that emotional noise by serving you finger foods and drinks as you wait.

Also, seek to understand what emotionally motivates your customers.

Why should they be motivated to visit your store or use your product? To feel confident? Free? Unique? Secure? Successful? Research shows that all human beings are motivated by one of those factors.

The Unexpected

Experiences become stronger and more memorable when they’re accompanied by an element of surprise. Surprise can be addictive, which will only keep your customers coming back for more.

Think about mailing your customers or clients small packages with gifts and swag. Everyone loves to get mail and everyone loves free stuff, especially when it’s least expected.

A surprise doesn’t have to be a huge flash mob (though it could be!). Hand out snacks at your store. Is it a cold day? Give your customers hot chocolate or warm punch. Is it a client’s birthday? Send a card! Even a small note of thanks for a customer’s business is a nice little surprise.

The most important thing to remember: simply be sincere and don’t become predictable. Chocolates on hotel pillows were once a great surprise for guests. However, now that their wow-factor has faded, hotels are continuously trying to get back to the “unexpected.”


You’ve made promises and established goals. The only thing that’s left is to follow through on them. This starts with creating your mission statement, one that you, your employees, and your customers can commit to it. This will define your customer experience.

Your mission statement must promise to impact yourself/your business, the community, or the world. It may commit to impacting one, or all three. However, whatever it promises, you must follow through on. Your customers’ trust, and thus their experience, depends on it.

More about these five elements can be discovered in Unforgettable: Designing Customer Experiences that Stick, to be published in 2018.

Kyle H. David has made a career in technology and entrepreneurship for nearly 20 years. In 2001, he formed The Kyle David Group, now KDG. Over the past 16 years, KDG has grown at a rapid pace, attracting clients ranging from the United States Senate to major financial institutions, international nonprofits, and Division I universities.

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9 Ways to Handle Change in Your Life [Infographic] 3

9 Ways to Handle Change in Your Life [Infographic]

When a big change happens in your life, it doesn’t have to be a negative change to have a huge impact on you.

Change causes uncertainty and our brains and bodies react to uncertainty by trying to protect us with the release of fight or flight chemicals and hormones.

The downside to this is that living with these for an extended time results in elevated heart rate and affects your digestion, immune systems and blood flow.

But there are ways you can regain control over your life even in the midst of big changes.

The first is to take a step back and reflect on what’s actually happening and what your involvement is, which will help you to understand and find perspective on the situation. Hopefully, this will enable you to find the opportunities that every change in your life brings, rather than obsessing over any short-term negative impacts.

It may also help you to allow yourself a transition period where you adjust to the changes. But with a firm deadline by which you expect to have moved on and settled into the new routine. Even if it doesn’t quite work out that way, it will still push you towards visualizing the end of the uncertainty, which will prepare you to make it happen sooner rather than later.

On a more basic level, you need to remember to look after yourself during this time of change and the related stresses.

It can be too easy to fall into bad habits like neglecting your own simple needs, like a good night’s sleep and staying active and eating right when you are going through something like this. Having a day in your pajamas eating ice cream out of the tub is fine. But your body needs sleep, exercise and nutrition to keep you healthy.

Routine can be a comfort when it feels like everything in your life is changing.

So try and stick to some simple ones like walking your dog every morning or going to a regular gym class to give your life some stability and consistency.

You also need the help and support of those around you. And having a strong support network is crucial when it comes to coping with big changes in your life. This means family and friends, but you could also seek out people going through similar experiences by looking online. There may well be communities who you can talk to and get helpful tips from.

Most importantly of all, you need to be aware of when you need more than just the love and support of other people to help you cope with stress and uncertainty. If you start to feel like your mental health is really suffering, or you have been feeling the symptoms of stress for more than a couple of months, you need to go and talk to a health professional to get the help you need to bounce back.

You can read more practical tips about dealing with change and the symptoms it causes in this infographic from Pounds to Pocket.