In modern day business the customer holds all the cards. He knows he is in control and it’s up to the businesses he engages with to please him at every turn. When they fail to do so the customer is left in the cold, astounded, disappointed and determined to make his dissatisfaction heard. Either he will take it up with management directly, or he will tell all his friends and family about how he didn’t get bang for his bucks and his customer experience was not as expected.

We can all remember situations like this and how a negative customer experience affected the way we felt about an organization as a whole. Fortunately there are more than plenty of delighting customer experiences to make up for the bad ones. For better or worse, as customers, we are all amplifiers of the image of businesses.


That’s why customer experience matters. We define customer experience as the impression you make as a company or organization while engaging with your customer, directly affecting how they evaluate your brand across the entire customer journey.

A positive customer experience not only results in making your customers happy, it can also lead to additional revenue. Nothing tops seeing happy customers promote your services or products with friends and family. They do so not only free of charge but also more credibly convincing than any marketing stunt or advert that money can buy.

Business growth

The customer experience matters because without, it’s impossible to grow your business. For customers, besides the quality of your products, their experience is the other determining factor of how they rate your business. The better the customer experience, the more loyal they will be to your brand and the more they will promote your brand or leave great customer feedback that helps you retain business revenue and earn new clientele. Key components of a quality customer experience are clear relevant customer communicationswhich help boost customer loyalty and eventually stimulate business growth.

How to communicate?

Don’t contact your individual customers when you have nothing useful to say. If you start spamming the customer with irrelevant communications, the customer will not feel valuedor respected and the customer experience will suffer. It all starts with understanding individual customer needs and expectations. To be relevant, you need these customer data to reach out with the right message via the right channel at the right time.