How well do you really know your customers?

You might think it’s your product or service that keeps customers coming back, but research tells a different story.

More than 70 per cent of Australians believe that businesses aren’t prioritising customer service, leaving many feeling overlooked. If you are not delivering a personalised experience, you are giving your competition an open invitation.

It’s no longer enough to assume your customers are happy just because they keep buying from you. The reality is, that 91 per cent of customers won’t return after a poor experience and with rising consumer expectations, businesses need to do more than just meet those expectations, they need to exceed them.

What sets your business apart?

I believe that the secret lies in making every customer interaction meaningful.

A personalised experience not only builds loyalty but also encourages customers to become vocal ambassadors for your brand, leaving positive reviews and spreading the word. On the flip side, a negative review can do serious damage.

Take a closer look at your customer experience

There is no better time than now to assess how your business engages with its customers. I encourage business owners to ask themselves the following:

• How easy is it for customers to find your business?
• Are your digital interactions seamless and engaging?
• Do customers feel valued with personalised offers or discounts?
• Can they easily access reviews and ratings that build trust?

If you are noticing any gaps, now is the time to fix them. A strong customer experience can make all the difference, especially in the busiest season of the year.

Embrace digital tools to personalise the journey

Customers are increasingly turning to digital platforms to interact with businesses, so you need to be where they are. Digital tools can support tasks such as automated appointment scheduling and review management which will help businesses streamline their digital customer experience.

Moreover, leveraging customer relationship management software can provide a centralised view of each customer’s journey, enabling businesses to track preferences, interactions and feedback in real-time. This insight allows businesses to send timely and relevant communication, whether it’s a reminder for a booking or a thank you message after a purchase. Integrating digital tools into

your operations, you not only make processes smoother for your customers but also demonstrate that you value their time and engagement.

Understand the ‘why’ behind customer loyalty

Understanding your customers goes beyond tracking their purchases; it’s about uncovering the motivations behind their loyalty. What emotional needs does your product or service fulfil? What frustrations might they encounter when engaging with your business? Answering these questions allows you to create experiences that resonate on a deeper level.

For instance, a business that understands its customers value time-saving solutions can prioritise efficiency in its service delivery, while one catering to a community-driven audience can focus on building connections. When you tap into these insights, you’re not just meeting customer needs—you’re creating a bond that competitors can’t easily break.

Make the experience memorable with AI

Automation and AI have become game changers in creating a personalised customer experience.

With AI tools, businesses can anticipate customer needs before they even arise. From chatbots that offer 24/7 support to AI-driven marketing tools that tailor product recommendations, the technology is there to enhance every interaction.

For example, a simple chatbot can handle common customer queries, ensuring no one is left waiting for answers. At the same time, AI can track buying behaviour and customer preferences, giving businesses the data they need to offer personalised promotions and suggestions.

Give customers a reason to come back

Ultimately, creating a memorable experience goes beyond just providing a product or service. It’s about making your customers feel valued.

When you focus on creating a personalised experience, you turn everyday customers into loyal advocates who keep coming back, not just because of what you sell, but because of how you make them feel.

With the right tools and a customer-first approach, businesses can amplify their success as the competition heats up. There is no time like the present to make your customer experience unforgettable and make every interaction count.