How to build a standout customer experience
Happy customers are good for business, and the numbers prove it. Brands delivering exceptional customer experiences can generate up to six times more revenue than competitors (source: Startups.co.uk). Even a modest 5% increase in customer retention can lead to as much as a 95% boost in profitability. In contrast, poor service costs UK organisations around £7.3 billion a month, as reported by the Institute of Customer Service’s UK Customer Satisfaction Index (Jan 2025).
Against this backdrop, our May 2025 Godalming Business Club focused on how businesses can build a standout customer experience – one that encourages loyalty, repeat business and word-of-mouth referrals.
People and culture: laying the foundations for service excellence
Our first focus was on people and culture – the internal drivers of external experience. Club members shared thoughtful insights about what makes a real difference. One recurring theme was the importance of consistency. When values are clearly communicated and upheld across the team, it supports staff retention and ensures clients receive a joined-up and reliable service.
Another suggestion was using personality profiling to match customers with team members best suited to support them – a simple yet powerful way to build trust and rapport. Equally, setting clear expectations around communication (such as how often updates are given and the tone used) helps customers feel informed and reassured.
In addition, we discussed how a stronger service culture can be nurtured by:
- Empowering frontline staff to resolve issues without delay can be transformative; the Ritz-Carlton famously allowed staff to spend up to $2,000 to put things right without needing approval.
- Encouraging staff to share and celebrate positive feedback builds pride and helps others understand what ‘great’ looks like in practice.
- Embedding customer-first behaviours during onboarding and through regular training.
These actions help ensure that good service isn’t left solely to the customer-facing team – it becomes part of how everyone works, regardless of role or location. In hybrid or remote environments, clarity and consistency remain key.
Process and technology: enabling great service at scale
The discussion then turned to tools and systems – the practical enablers that allow teams to deliver standout customer experience at scale. Mapping the customer journey was a common theme. Understanding the steps your customers take, and where they experience friction, was viewed as essential in creating smooth, joined-up experiences.
A well-operated CRM system was regarded as a “core asset”, but only if staff are trained, motivated and made accountable to use it effectively.
Customers increasingly expect joined-up communication, and rightly so. According to Zendesk’s CX Trends 2024 report, 70% of them expect any staff member they deal with to know their previous interactions.
There was also recognition that while technology should streamline service, it shouldn’t replace the human element. That’s where automation can help – taking care of routine tasks and freeing staff up for more valuable, personalised interactions.
Practical examples shared here included:
- Automating appointment reminders or FAQs to reduce manual effort.
- Offering a mix of communication channels (such as chat, phone or email) and ensuring they’re well integrated.
- Creating websites that are mobile-friendly, easy to navigate and fast-loading.
- Using short, real-time feedback tools to spot issues early and act quickly.
And when things go wrong? Businesses that handle complaints with fairness, speed and empathy often turn potentially negative moments into relationship-building ones.
Understanding customers: using insight to exceed expectations
Our final focus was on better understanding customer needs and then acting on those insights. Members agreed that feedback should be gathered at various points throughout the customer journey, not just at the end. This gives a more balanced view of the experience, quickly identifies areas of improvement and shows customers that their opinions matter.
There was also discussion around how personalisation can drive loyalty – particularly when businesses consistently do what they’ve promised and communicate honestly about any delays.
It’s important to look beyond the transaction and consider how people feel throughout the experience. To support this, it helps to:
- Gather informal or verbal feedback from staff who regularly speak to customers.
- Monitor and respond promptly to online reviews to uncover common themes or concerns.
- Conduct customer interviews or user testing as part of the sales or delivery process.
- Use insights to surprise customers – for instance, with a handwritten thank-you note or a proactive resolution.
Summary
Creating a standout customer experience isn’t about grand gestures – it’s about getting the fundamentals right, consistently. From culture and communication to processes, technology and insight, the discussion at our Business Club meeting showed that every part of a business plays a role.
What’s clear is that businesses who invest in understanding and empowering both their people and their customers are better placed to deliver the kind of service that keeps clients loyal, engaged, and coming back for more.
Thank you to all our Club members who contributed their experience and ideas to this valuable discussion.
If you’re interested in joining us for future Business Club events, please visit our Godalming office page for more information.
