Marketing is getting people who have a specific need or problem to know, like, and refer you to others. It represents all of your actions that impact loyalty and referral. It is at least five times more costly to acquire a new customer than maintain an existing relationship. Consumers have many choices with easy access to services through search, smart phones and tablets.

Social media creates a quick and effective method for sharing good and bad experiences. First impressions can be lasting impressions and may impact immediate and future sales. Creating customer trust is delivering a consistent service with good value in an environment that is appealing, whether online or in an establishment.

If repeat business is necessary for organizational health, unless you are a low price leader, without a stellar customer experience, advertising may be a poor investment; it will drive business through your doors but if the customer’s needs or wants are not satisfied, the customer most likely will defect.

Do you need a customer experience tune-up? Here are a few tools to help:

  • Survey customers and employees and ask many questions. Learn about your business from their perspective.
  • Understand the competition. How does your business stand out? This is a good place for internal or inventory assessment. If your primary focus is the customer, it’s most certain that your improvements will be noticed.
  • Ask the question: What can I do different, what can I do better? Develop a process improvement mentality to keep your services and products fresh.

Influences in customer perception and experience

  • Logo
  • Website
  • Advertising
  • Sales process


  • Exterior and interior of your business or building
  • Cleanliness of your establishment
  • Employee communication, dress and communication
  • Timeliness of service or product delivery