4 ways small businesses can smash customer experience

Running a small business can allow you to offer customers a brilliant bespoke service that’s difficult to match when you scale up to national level.

But getting customer service right only covers one aspect of customer experience — to go the whole hog you’ll have to think about every interaction your company has with consumers.

So if you’re ready to stand out from the crowd, here are four ways small businesses can smash customer experience.

Excellent employees

Customer-centric employees are the foundation of the entire business model.

Employ staff members who exhibit the personal touches that attract and retain customers.

They should be trained and developed to adapt their approach for clients from all age groups and backgrounds.  In an automated world where human contact is becoming less common, these soft skills are really attractive.

But it’s difficult for staff to interact appropriately with clients if they don’t feel valued and respected — internal customer experience is as important as external.

Client relationships

If you take the time to build positive and courteous relationships with customers, this can really differentiate your brand.

So the lawyers in Leeds who communicate in an approachable manner and are always available for customers can outperform the Leeds solicitors offering similar services in a cold, corporate manner.

And the bakers in Birmingham who’ve got a great social media presence will encourage brand advocacy more than cake making competitors that aren’t even online.

Investing the time and energy required to nurture positive client relationships is essential for any small business that wants sustainable success.

If you can extend this amicable approach to the community where you operate through offering sponsorship for local clubs and causes, you’ll enhance your reputation further.

Be available

Getting to grips with digital marketing and communication is a no-brainer for any small firm — but you need to ensure it’s used as a responsive tool.

So staff should monitor social media and emails regularly and reply as soon as possible in a positive manner.

And some local customers will still prefer to do business face to face or on the phone — so ensure that all staff members are fully trained in traditional customer-service skills and are confident dealing with the public.


Registering with Google My Business is a great first step in making your firm’s presence felt in influential search engine results pages.

And localised Search Engine Optimisation can ensure that your website pops up first when potential customers perform ‘near me’ searches on mobile phones.

Social Media has a global reach but it can be adapted to attract local clients too — it’s great for sharing promotions and competitions and its interactive nature allows you to connect directly with customers at any time.

A customer’s digital experience is a crucial part of your relationship with them, so overlook it at your peril.

These four ways small businesses can smash customer service will make your firm the talk of the town.

Have you got a grip of customer experience? Share your stories in the comments section.

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