19 Mar
Build a memorable brand
When we think about what makes a good customer experience, it’s easy to fall into the trap of focusing only on the product or service. We think, "once we've delivered that, we’ve done our job." But the truth is, customer experience is about so much more than just the product. It's what the customer experiences from the moment they start looking for what they need to the moment they've received it — and even beyond that.
Think about it. Customer experience includes everything: how they find your product, what they see, what they read, how they get information, and how they feel when they contact you with a question. How quickly do you respond? What’s the tone of your response? What’s the experience like when they receive your service or product? Does it do what it promises? And if something goes wrong, what happens then? What’s the experience after that?
Does customer experience really matter?
Take a moment to think back to a time when you had a truly great customer experience. What comes to mind? What did they do to make it memorable? Why was it good? You might realise that the ‘good’ part of that experience had little to do with the product or service itself. The real magic often comes from how a business makes you feel — the personal touches, the thoughtfulness, the unexpected moments that surprise and delight. Dan Heath’s book The Power of Moments helps explain why. Our brains are wired to remember moments that either surprise us or elevate our experience in some way. Whether it's a moment of pride, insight, or connection, these are the moments that stick in our minds long after the transaction is over. And those are the moments that people talk about when someone asks, “Do you know where I can get...?” or “Have you heard about...?” This is the power of creating customer experiences that people remember.
Creating moments that matter
But here’s the thing: just creating a memorable experience isn’t enough. There’s an element of delight and surprise that turns an ordinary experience into something extraordinary. Imagine the joy of walking into a store, having someone greet you by name, or remembering your order from last week. It’s the little details that make a big impact — things that show your customers you care.
Think about those small moments where businesses go above and beyond. Maybe it’s a handwritten thank-you note that accompanies an online order, or a tradie calling you ahead of time to confirm their arrival and then actually showing up on time. What about the personal touch of receiving a physical card at Christmas time, saying "thank you for being a customer"? Or opening a package to find your skincare products delicately scented with something lovely? One of our favorite examples is walking into an Aesop store, where they spray your bag with a beautiful scent and then walk you to the door as if you were a guest in their home. It’s these small, unexpected gestures that transform an ordinary transaction into a moment that matters.
A brand that sticks in peoples minds
At the heart of it, customer experience is about creating moments that surprise, delight, and make people feel special. When you get these moments right, they become a powerful point of difference for your brand. Customers will remember them, and they’ll talk about them — to friends, to family, or to anyone who will listen. You’ll go from being a service provider to someone who’s part of a positive, lasting memory. That’s the kind of customer experience that doesn’t just fade away. It becomes a story that people share, an experience that makes your brand stick in their minds.
So, as you work on your brand’s customer experience, think about those moments that could surprise or delight. How can you make your customers feel truly valued? How can you elevate the experience they have with your brand to something they’ll remember — and tell others about? In the end, it’s not just about delivering a product or service. It’s about making the customer experience something people will remember. And that’s the secret to creating a brand that truly sticks.
Creating moments for your small business
Now that we've discussed how important it is to create memorable moments for your customers, take a moment to think about how you can make those moments happen in your own business. Consider your business vibe, your unique offering, and what aligns with your brand. Here are some examples to get you started:
If you run a life story recording business, imagine surprising your clients with a printed card featuring one of their own meaningful photos, along with a heartfelt thank you for allowing you to capture their special moment.
As a real estate agent, how about sending a candle with a lovely home quote when your client's house settles, so they can light it and think of their new chapter in their new home?
If you're a birthday party planner, why not send a balloon and a card on the actual birthday, letting your client know how excited you are to manage their celebration?
Now, take a moment to think about your own business. What would a surprise or memorable moment look like for your customers? How could you create a delightful and meaningful experience that aligns with your brand's personality and values? Set aside 5 minutes to write down as many ideas as you can. Then, reach out to some of your customers and ask them which one would mean the most to them. Which ideas are practical and affordable to implement? And most importantly, which ones would elevate your customer experience to be truly memorable? This exercise will help you design moments that not only surprise and delight but also strengthen your customer relationships and create a lasting impact on your brand.