What if the secret to customer loyalty isn’t grand gestures, but the tiny details most businesses overlook? You see, while everyone notices when things go wrong, the magic happens when customers feel truly cared for, often without even knowing why. Good customer experience isn’t always loud; it’s often invisible, yet profoundly felt.
Think to the last time you stayed at a hotel.
When you entered the hotel, did you feel genuinely welcome?
Did the front office manager make eye contact and offer a genuine smile?
Was there a texture around the entrance that jumped out to you – a plush cushion, a warm throw, a captivating artwork?
What music was playing in the lobby?
Could you smell a distinct, inviting scent?
Textures, for instance, are expertly used in interior design to add warmth, coziness and a feeling of being at home. The principle extends far beyond physical spaces.
We make sense of our lives and memories through these small details. They shape our experiences and connections.
The texture in the photo accompanying this post is a wall hanging I bought at a store while travelling in Sri Lanka a decade ago. Everything in that store was artisanal and handmade. I’ve had this artefact with me since, adorning a wall and any place I call home. You see, it’s so much more than just a piece of embroidered cotton. It’s a memory of a time when my young family was in transition, handling grief; making sense of everything after losing a loved one.
If you had a discerning customer like myself, chances are I’d be noticing every small detail. All the little touches you added to make me feel loved up, cared for, at home. Now you can expand from this customer persona and use it to inform the experience design of your offering. Understanding discerning customers like myself, and others, is where true insight lies. By observing and listening to your customers, you’ll discover countless opportunities to design an experience that resonates deeply.
Small details matter to people. The customers whose loyalty you crave for notice them. They return to you for that feeling, that experience.
What’s Your Next Small Detail?
So, what are those ‘small details’ in your customers’ experience? Take a moment to walk through your customer’s journey, from their first touchpoint to their last. Identify one or two small details you can enhance this week to make them feel truly seen, valued, and at home. You might be surprised at the deep loyalty it builds.
