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In today’s business climate, focusing on the customer experience is one of the most important investments a company can make.
The digital world has made it increasingly easy for customers to make purchases, read reviews, and ultimately demonstrate less brand loyalty. As a result, it’s critical that businesses improve the customer experience they offer to match current customer expectations, needs and behaviors.
What customers value most
Recent research lists the top five values for customers in 2025.
- Delivering on promises
- Making improvements, even if they’re small
- Creative customer feedback
- Loyalty programs that work
- Trust and clear communication
Perception Isn’t Always Reality
As leaders, consider what these values mean for the customers and decide how to best respond. It’s important to note that even the most customer-attentive organization can probably stand to improve.
Many firms believe they deliver superior customer service, but customers do not always feel they receive such high levels of service. This gap between company perception and customer feelings can exist regardless of industry or offering type.
Identifying where your organization may fall short among your customers is a key start to the process of improving customer experience.
Consider these Key Factors to Improve the Customer Experience:
1. Pivot products/services: Know exactly what your customers’ issues are and pivot your products and services to address concerns differently.
2. Make customers feel valued: Making sure your customers feel valued by your company helps create long-term relationships, builds loyalty and trust in your company, and creates brand advocates. To foster value, you can:
- Offer promotions and perks personalized to a certain customer group.
- Send handwritten letters to sustain valued relationships.
- Become a customer resource that goes beyond what your product/service can provide.
3. Gather meaningful customer feedback: Your customer is the expert source when it comes to finding out how to improve the company’s customer experience. To measure this, you can:
- Incentivize the completion of customer surveys.
- Hold an annual stewardship discussion with your top customers.
- Provide a feedback method that lets customers easily share their thoughts any time.
Once you have customer feedback, it’s imperative to turn that data into actionable insights that can be used to enhance and improve.
4. Send consistent, clear communication: Don’t get lost among the companies sending countless texts or emails regarding their latest and greatest sales. Be in touch with your customers in a real, authentic way.
- Let them know how much you appreciate them.
- Hold informational webinars on a useful topic.
- Share ways your organization is bettering the community.
Communicating in a way that successfully reaches your customers, delivers a relevant message, and allows them to easily communicate back will set your company apart.
5. Value your employees: A superior customer experience starts with a superior employee experience. When you hire people who fit the company and then empower them, listen to them, and treat them with honesty, respect and care, they will be more likely to treat your customers in the same way. People buy from people. A high employee turnover rate will hinder customer experience-driven success.
Take an honest look at the current customer experience, anticipate what lasting changes your customers will experience moving forward, and take steps now to shape a positive future.
Oswald recognizes you as our valued clients. We welcome your questions and feedback because we believe business organizations that hold themselves accountable for enriching their customers’ lives will create a positive outcome for customers, employees, and the bottom line.
This article originally posted in 2020 and was updated in 2025.
