Elevate The Customer Experience To Drive Growth

Three times a week, I buy a fresh loaf of sourdough bread from my local bakery. Since they often sell out by early afternoon, I order online and pick it up (with my dog in tow) at a designated window by simply giving my name. I've followed this routine for nearly a year.

While I love the bread—chewy, crusty, and delicious—the overall brand experience falls short. The online ordering process is clunky, requiring too many steps to complete a purchase. If I could create an account and easily reorder, the process would be more enjoyable.

But the real missed opportunity for a memorable brand experience happens at pick-up.

Though the bakery is popular, my loaf is often the only one waiting when I arrive. And yet, despite going through this process over 100 times, I’ve never been acknowledged as a repeat customer.

This is a missed opportunity for connection!

I’ll continue to buy the bread because I love it and the bakery is nearby, but with a few small changes, they could elevate the entire experience—not just for me but for the staff as well.

Customer service can be challenging; I know this from my own experience working in sales, retail, and restaurants. Sure, some customers have unrealistic expectations, but most people light up when treated well. We’re wired for connection, and small gestures of recognition create a delightful reciprocity.

The staff don’t need to remember every customer’s name, but a small acknowledgment or gesture can make a big difference. It would certainly brighten my day!

This experience with the bakery came to mind yesterday after meeting with one of my coaching clients. We met at a coffee shop, and I listened as she shared the challenges she was facing. Her primary concern was how to market her wellness practice and drive growth. Together, we brainstormed a list of on-brand marketing ideas that could make a significant impact, from gaining press coverage to boosting referrals, and ideas for holiday promotions.

After we addressed her marketing concerns, I asked about the customer experience, both online and in person. Step by step, she walked me through the customer journey. While I had suggestions for refining each touchpoint to foster deeper connections, I was particularly curious about the experience customers had once they arrived for a treatment.

Her clientele consists of pregnant and postpartum women, for whom creating a sense of safety, trust, support, and care is of utmost importance. When I visited her studio during our initial meeting, I encountered caring staff, which is critical. However, while the staff was welcoming, the physical space felt like an afterthought.

A pregnant or newly postpartum mother is going through one of life’s greatest transitions, navigating a whirlwind of emotions and changes to her body and life. The caring, knowledgeable staff met some of these needs, but offering a physical space that feels welcoming, comfortable, and relaxing would elevate the experience further.

Elevated customer experiences—those that surprise and delight—lead to repeat customers, brand loyalty, and more referrals. It’s a win-win for everyone!

Often, it doesn’t take much to strengthen the customer journey. In this case, a thoughtfully designed space could make all the difference: a cozy rug, a couple of comfortable chairs, some calming plants (like lavender), thoughtful gemstones, relaxing music, and so on, could transform the experience from good to great.

When businesses thoughtfully consider their clients' experiences with the brand at every step, and build meaningful touchpoints that say, “We see you, we appreciate you, we’re in this together,” they connect with their customers on a deeper level, enhancing the brand experience and fostering a sense of community.

Even though these are small examples, by taking a step-by-step approach I’ve successfully grown brands across five different industries, regardless of the target market. People are wired for connection, and businesses stand out, and build longterm growth, by understanding and valuing their customers at every touchpoint.

While marketing is essential for growth and plays a key role in the customer journey, don’t forget to elevate the overall customer experience—both online and in person—so customers become loyal fans, driving word-of-mouth business and sustainable growth that benefits everyone; I call it Growth for Good.

Reach out if you’re interested in growing revenue by treating your customers well, at every turn - I love to grow great brands.