DoingCXRight Means Delivering Unexpected Customer Value


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My passion for Customer Experience (CX) started when I received a package in the mail on a random afternoon. I was not anticipating a large box to be delivered, especially with a label that read “To Stacy, From Stacy.” Upon opening it, I read a note from the owner of Stacy’s Pita Chips explaining how she sent a variety of FREE bags to hundreds of Stacy’s throughout the United States who spell their name as she does. I happened to be a lucky recipient, as my close friend who spells her name as Stacey (with an “e”) did not receive a box. To no surprise, this experience left a positive impression on me. I continue buying Stacy’s Chips and referring the products to everyone I know. I share my story because it serves as a reminder that businesses must not compete on price alone. While there may be an expense to implementing a campaign as extraordinary and creative as Stacy’s Chips, memorable experiences lead to increased customer loyalty and word of mouth benefits that often outweigh the costs.

Since my Stacy’s Chips incident, I have been fascinated about CX and continue to pay very close attention to how companies deliver unforgettable experiences to win over customer hearts and their wallets. Trader Joes is a great example of a company dedicated to delighting customers. People, including myself, love the brand not just because the products are outstanding, but also because their service is beyond exceptional. Whenever I am trying to find something in the store and ask employees for help, they walk me to the item I am searching for rather than sending me on my own scavenger hunt as other grocery stores do. Trader Joes also proactively offers customers’ samples of anything on the shelves to ensure people like the products before purchasing. It’s a great way to eliminate the chance of buyers remorse but then again, Trader Joe’s returns policy is so good that customers would never regret purchasing anything from the store. They permit product returns with no questions asked, even without a receipt. I could write a book just about Trader Joes but of course, it is is not the only customer-centric organization worth mentioning. DoubleTree Hotels stands out too. People choose to stay there simply because of a warm delicious chocolate chip cookie they receive at check-in. Think about that example for a moment. A small cookie is having a big impact on customer perceptions and preferences for the brand. It’s truly brilliant. Co-working space, WeWork, is another brand delivering unexpected Wow Moments at the ideal time and place in the customer journey. Read about our personal experience with WeWork that resulted in a new valuable relationship because of their focus on customer satisfaction.

We encourage business leaders to think about our stories and figure out how to provide additional value to their customers, as Wow Moments can directly impact revenue and customer retention. We are interested in hearing which are your favorite brands and what memorable experiences have they created to make you a fan? Have any impressed you enough to refer them to your friends and family, as that is exactly what customer-centric brands work hard to achieve? In fact, “how likely are you to recommend” is the #1 most common question that companies ask in any customer survey. Learn more about Net Promoter Score (NPS) and how the key performance indicator is used to measure customer experiences across industries.

*All opinions expressed are mine and do not reflect the opinions of or imply the endorsement of employers or other organizations.


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