Mastering Customer Experience: The Power of Small Shifts

When it comes to delivering services that WOW your clients, businesses often lean toward two approaches:

1️⃣ The regulatory, process-driven mindset.

2️⃣ Over-the-top, fancy bells and whistles.

But here’s the thing; both of these approaches often miss the mark. Why? Because they skip the brilliant basics that make all the difference, like the human factor: emotions, care, and empathy.

Let me share a story from this week that brought this home for me. (Don’t worry, it’s not a bedtime story; though I am sleep-deprived, so there may be bad jokes!) -

Story Time: Lessons from Sleep School

Last week, my family and I checked into a sleep school to get help with our toddler’s sleep challenges. This was not an easy decision, I’ve heard so many things about sleep schools that I don’t agree with that I wasn’t sure that it would work for us or if it would align with our family values at all. A good friend with really aligned values to as came to this same one and spoke very highly about it. And let’s be honest, after 16 months of pretty crappy sleep it was probably time to do something about it. The day before going in I told my husband I was feeling anxious and not quite sure, but also knew that we needed to make some urgent changes to get some time and freedom back.

As we walked in, I felt anxious; I was thinking to myself ‘what is this going to look like?’ ‘they better not expect me to let Lupe cry herself out, cause that’s not happening’. I was also absolutely sleep-deprived as the last week had been probably one of the worst, and a bit sad that we hadn’t been able to solve this on our own.

Our first nurse greeted us warmly at reception, she looked motherly and smiled at Lupe; tick, a good start! She showed us around the place, the playroom, the outdoors garden and playground, the dinning are (where they would serve us ready made food - no cooking or thinking about cooking for an entire week). I was starting to feel a little bit more at ease, when we got into our room and she handed over some forms and wristbands that we were all required to use. Here is where things quickly went south, and with no reason at all. She handed us a wristband for my daughter, who wanted nothing to do with it. I took the wristband and started to play with her, trying to make a game out of it. Trying to get her to love it; she was required to wear it for a week, so I was hoping she would love it. After I tried for about 30 seconds the nurse got sick of my ‘lack of boundaries’ and took over. The approach? Let’s get it done fast, even if it means forcing it on. She said ‘I am so sorry but you have to wear this’ as she took it from me and put it on. Guess what…My toddler cried, and my own doubts spiraled: Am I in the right place? Should we leave?

The forms came next. Heavy questions triggered all kinds of emotions. And while I sat there visibly overwhelmed, the nurse focused solely on completing her checklist. No “How are you feeling?” No acknowledgment of the moment we were in.

We decided to stay and give it a go, but I also talked with my husband and we both knew that nothing like that was going to happen again because we would speak up if required.

Thankfully it wasn’t required because the nurse that stepped in later, greeted us with a smile and at various points checked in with us and reinforced that we were in charge, she was only there to give us information, knowledge and guidance:

💡 She started by asking how we felt and what our goals were.

💡 She explained the why behind every suggestion, which made it easier to trust her.

💡 She reassured us: If you’re uncomfortable, it’s okay. You can go in and pick her up.

The Takeaway: Customer Experience is Built on the Brilliant Basics

Reflecting on this experience, and building upon a recent research I did for a client, here’s what I want you to remember:

1️⃣ Experience over Checklist: You have well thought process and lots of questions that you need answered so you can help them best, but there’s a huge difference between creating an experience that feels authentic and personal and asking questions without even stopping to think about what you are asking and how it impacts the person in front of you.

• How can you make your clients feel that you are genuinely invested rather than just checking boxes?

2️⃣**Start with empathy.** You may care deeply about your clients, but do they feel it? Empathy isn’t just about understanding; it’s about showing that you see them and hear them.

• What are the things you do that demonstrate the empathy and care you put behind your service and business? Is your message (of empathy and care) being received?

3️⃣ Explain the why. When clients understand the purpose behind your recommendations, they’re more likely to trust you; and take action.

• What are some simple explanations about the context, causes and consequences that you can give to your customers without getting super technical but also giving them a deep understanding?

3️⃣ Ask, don’t assume. Every client is different. Ask questions, listen carefully, and adapt to their needs in real-time. (And again, let them know you’re doing that and why - so they feel that extra care and they can trust they are in the best hands)

• What are the key differences and needs that your customers may have? Draft a few questions that can help you (without feeling a check box) gauge their preferences and tailor your approach and communication style.

These are the things that will actually build loyalty and word of mouth.

And the key for this, as a leader or business owner it is your responsibility to define how this things are done, and ensure that every one of your team members is doing these three things.

Your Turn: Are You Prioritising the Basics?

As you plan your next steps in business, I want you to think about these questions: 💬 Are you creating moments where your clients feel seen and supported?

💬 Do your clients know the why behind your process or services?

💬 How can you not only take the time to truly understand their needs, but also help them see that you are doing this?

If you’re ready to take your services to the next level and design EPIC Services and Customer Experiences that WOW, let’s chat. I’d love to help you shift toward impact and income that reflects your passion and hard work.