Improving your Customer Experience
Improving customer experience isn’t just a nice-to-have; it’s the key to business longevity. I was recently reminded of this the hard way after one too many frustrating phone calls with a small business I had supported for years.
The Customer Experience That Pushed Me Away
📞 Here’s how the final conversation went:
“Hi, this is Molly.”
“Yes.”
“I was wondering if you could help me with this problem…”
“Yes.”
“Okay, here’s what I need.”
“Yes.”
“I’m also curious what your cancellation policies are?”
And that’s when the business owner suddenly became very friendly.
Here’s the problem: I had been having similar interactions for months — short, barely even transactional conversations that left me feeling like my business didn’t matter. The moment I hinted at leaving was when I got attention.
Loyal Customers Are Your Best Customers
Improving customer experience means treating existing customers, donors, and volunteers like they’re just as important as new ones. Because they are.
💡 Here’s what many businesses and nonprofits get wrong: They pour all their energy into attracting new customers and donors while neglecting the ones they already have.
🔹 Acquiring a new customer costs 5x more than keeping an existing one (Harvard Business Review, 2014).
🔹 Loyal customers spend 67% more than new customers (Bain & Company).
🔹 Retaining just 5% more customers can increase profits by 25-95% (Bain & Company, The Economics of E-Loyalty).
How to Start Improving Customer Experience Today
If you want to build a brand that keeps people coming back, focus on these three strategies:
✅ Make every interaction count – From the first conversation to the 50th, consistency matters. Treat long-time customers like VIPs, not afterthoughts.
✅ Communicate before there’s a problem – Don’t wait until someone is unhappy to show them they matter. Proactively check in, thank them, and show appreciation.
✅ Make loyalty feel effortless – Simplify processes, personalize interactions, and ensure that customers, donors, or volunteers always feel seen and valued.
Ready to Elevate Your Customer Experience?
If your business or nonprofit is struggling with customer retention, it’s time to rethink your approach. Improving customer experience isn’t complicated—it’s about being intentional with how you engage, support, and appreciate the people who keep you running.
Let’s make sure you’re keeping the customers you work so hard to earn.
📩 Schedule your complimentary consultation call here to get the conversation started.
➡️ mkw+co is a boutique consulting firm specializing in strategic planning, executive coaching, marketing, and custom solutions for non-profits and small businesses.
