The best free ways to create an incredible customer experience

Image: Clueless / Paramount Pictures

Creating an incredible customer experience is the one thing every business should be doing, not just in today’s competitive market but forever, writes Katrina McCarter.

It’s a timeless marketing-with-no-money strategy with big profitable upsides. It drives customer loyalty, differentiation, retention, positive brand reputation, business growth and profitability.

According to Forbes, companies that lead in customer experience outperform laggards by nearly 80 per cent. 84 per cent of companies that work to improve their customer experience report an increase in their revenue. And 73 per cent of companies with above-average customer experience perform better financially than their competitors.

But keeping people happy is about much more than statistics – it’s about surprising and delighting so you create inbuilt brand advocates and capture hearts and minds, as well as dollars.

How do you delight your customers?

A conversation with a girlfriend while we were on our second lap at Melbourne’s The Tan walking track got me thinking about customer experience. She said her dad was about to fly business class to Europe. And he wasn’t just getting a flat-bed seat, chef’s menu and pyjamas.

As part of the airline’s biz class offering, a driver was picking him up from home for the airport run, and another would be waiting for him in Paris to drive him to his hotel. The same personalised driver service applies for the return trip.

I’ve been lucky enough to travel business class on a few overseas business trips and was never offered a bonus service like this. Sure, with what you pay for a business class seat these days – a return trip to Europe is at least $10k – the airline can afford to throw in a chauffeured car trip, and the high-flying passenger could probably afford to stump up for an airport Uber.

The money isn’t the point, though. It’s the bonus extra. The ‘we value your custom’ unexpected luxury touches. It’s about a brand or business making their customers feel special.

It’s all about customer experience

In 2017, I took my kids to America and the place they loved most was the Magic Castle Hotel in Los Angeles. It’s not fancy – a mid-range hotel which has been gussied up with a bit of paint and lobby mirrors. Yet it’s the most highly desired hotel for families in LA and is consistently sold out, even at $500 a night.

Why? Because the Magic Castle focuses all its marketing efforts on delivering extraordinary customer service with three things:

• A poolside ‘Popsicle Hotline’ where you use an old-school red phone to order immediate delivery of free icy poles.
• Free unlimited snacks in the lobby instead of pay-for-use mini bars.
• And a free laundry service where your clothes are returned gift-wrapped with a sprig of lavender and a handwritten note.

Now when I’m coaching a new client, I ask what their Popsicle Hotline is. What it is that they’re doing to improve customer service? Because the more you do that, the less you need to rely on paid advertising or marketing. You activate word-of-mouth marketing where existing clients rave about you and drive leads on your behalf.

Listen to Katrina McCarter on the Flying Solo podcast:

So how do you deliver an awesome experience on a tiny marketing budget?

1. Be engaged

Provide opportunities for customers to interact with you on social media, live chat, blog comments, webinars. Invest regular daily or weekly time into connecting with your customers, so you develop a relationship while gathering really rich insights into your target audience.

Engage in social listening by responding to customer comments and use any feedback to improve your products, services and customer experience continually. Social listening shows customers you value their opinions and are committed to meeting their needs. You get their pain points, desires and expectations.

2. Be responsive

If problems crop up in your business – and they will, it’s part of the ride – it’s how you deal with these mistakes that will set you apart from competitors. Most problems can be solved easily without damaging the relationships if you have a process of support and take the lead in resolution.

Leave any negative comments on your site – it provides an excellent opportunity to show how you handle issues and makes your positive reviews look more legitimate.

3. Be extraordinary

The fastest way to build your army of raving fans is to exceed expectations.

Surprise and delight your customer. Take a proactive approach and ask what is the unexpected thing you could do for a customer. It could be a handwritten note or a bonus service offering. It doesn’t have to be big, just thoughtful and targeted.

4. Personalise your business interactions

Treat your customers as real people by leveraging customer data to understand their preferences, purchase history and demographic information. Use this to tailor your marketing messages and offers.

Personalisation makes customers feel valued and understood, which sparks increased engagement and loyalty.

5. Constantly innovate

Stay ahead of the competition and meet evolving customer expectations by embracing a culture of innovation.

Regularly assess customer needs and preferences and invest in research and development to introduce new products. This showcases your commitment to staying relevant and delighting customers.

Prioritising customer experience is crucial for the long-term success of any brand. Remember, a satisfied customer is not only likely to remain loyal but also become an advocate for your brand, driving positive word-of-mouth and attracting new customers.

This article was originally published in 2023.

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