The modern marketplace has swiftly evolved the past years and brands and companies understand that consumers are no longer satisfied with just a good product or effective service. Customers are far inclined to “buy into” a brand or concept if the whole experience is seamless, consistent and customised to their requirements.

But achieving the above is a lot harder than it seems and maintaining – some argue – could prove even harder. I personally work with over 35 hotels and restaurants in the UK, establishments to which customer experience is a key aspect to their success. I am hence often asked for advice or tips on how to improve customer service and overall experience.

So let’s have a look at 3 key elements you can customise to your customer strategy and I can guarantee you will see some real improvements to you reviews and feedback and consequently – sooner rather than later – your turnover, the ultimate goal.

1. Identify & Understand your Customer

It is at first crucial that you give a clear definition as to who your customer is as this will ensure you have a comprehension of who your target audience is. This entails a number of elements such as geographical and demographical data, buying behaviour and disposable income. Spend some valuable time researching your market, which will in return provide you with useful insight as to how to carefully segment and target your potential and current clients.

2. Determine which channels work best

Customers interact with brands across multiple channels but that does not mean they are all as impactful on your brand as others. Be sure to analyse your insights from your Social Media (And emailing) campaigns as well as a clear analysis of your website so as to be aware how your clients interact with your brand and end to the final decision of purchasing.

In addition, do not be afraid to run competitions and questionnaires with this in mind as getting answers by consumers that have already shown an affinity to your brand (have bought before or follow will provide insights into cross channel and individual experiences. This will in time, enable you to deliver more seamless experiences across all channels and also be aware of where to spend the bulk of your digital promotional budget.

3. Use the Impact of emotion

The impact of emotion on the customer experience is far greater than it would at first appear. Customers’ perception of the quality of an interaction is mainly based on the 3 “E” drivers: Ease, Effectiveness and Emotion.

Emotional marketing can have a huge effect on brands as your clients not only show loyalty but can potentially become active advocates of your brand by recommend, reviewing and advertising through word of mouth.

After all, humans are at heart, social beings and this has a major impact on every interaction we have with the people around us hence also affecting our buying decisions. Real human interactions is the future of customer service so after you have a clear idea of who your audience is and know how to approach them best (through which channel), do not be afraid to their emotional side both in store as well as through their online purchasing experience.

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Nicholas is a social entrepreneur, passionate marketeer, career + life coach, consultant, speaker, and community builder. He does this through 1-on-1 coaching, non-profit and businesses consulting, and on a larger scale as Co-founder + Managing Director of CFM Group. He is an internationally recognized strategist, coach, speaker and in the process of writing his 1st book. Possessing over 13 years’ experience in helping clients realise their potential through clarifying their vision, message and market to design the strategies and roadmaps needed to succeed. Utilising this extensive background in strategic planning, pitch and message design, marketing and communications, executive and speaker coaching was his pathway to founding His knowlegde was fundamental in building the company with an investment capital of £1 and a large social impact community and professional development hub in Cambridge, UK. Feel free to comment on any of our articles that interests you or message our CEO directly at ! We hope you enjoy our blog !

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