What Really Makes a Great Customer Experience?

Think about the last time you had an amazing experience as a customer. Maybe a barista at your local coffee shop remembered your name and your coffee order. Maybe DPD delivered your order early and found your house for the first time, not just dumping the order on a neighbours door step. Or maybe a Natwest support rep actually sorted your banking issue within minutes!

Those moments stick with us—not just because we got what we wanted, but because we felt seen and valued. That’s the magic of Customer Experience (CX). And in today’s world, where we’re bombarded with choices, CX is often what sets one brand apart from another.

So, what are the key ingredients that make a customer experience unforgettable?

1. Personal Touches That Feel Genuine

We all know when a brand is just firing out generic emails versus when they actually getus. Personalisation isn’t about chucking our first name in the subject line—it’s about anticipating what we need and offering it at the right time.

2. Smooth, Hassle-Free Journeys

Ever tried to buy something online and felt like you were trapped in a maze of pop-ups, forms, and extra clicks?

Great customer experience is about removing friction. Easy navigation, simple checkouts, quick delivery—basically making it so effortless that customers don’t even think about the process. Do we know a company beginning with A that does this!

3. Being There Wherever Customers Are

Customers don’t stick to one channel anymore. They might discover you on Pinterest, message you with a question, then hop over to your website to buy. The key? Every interaction should feel connected, not like separate conversations.

Brands like ASOS do this brilliantly—the experience feels seamless whether you’re on the app, website, or chatting with support about a return.

4. Customer Support That Actually Cares

We’ve all had those nightmare customer service calls where you explain your problem five times to five different people. Contrast that with a rep who listens, empathises, and fixes the issue quickly—it feels like a breath of fresh air. Because listening it key and probably one of the most important things in the customer experience journey – more on that next week!

John Lewis has built its reputation on this. Their “Never Knowingly Undersold” ethos wasn’t just about pricing—it was about solving problems quickly and always putting the customer first.

5. Trust and Honesty Go a Long Way

Nobody likes hidden charges, sneaky fine print, or overpromises that don’t deliver. Customers value transparency—even when it means admitting something went wrong.

6. Consistency, Consistency, Consistency

Imagine if your favourite pub served you the best pint ever one day… and a flat one the next. You probably wouldn’t go back. Consistency is what makes customers trust that they’ll get the same great experience every time.

Marks & Spencer is a classic example: whether you’re buying Percy Pigs in Manchester or groceries in Milton Keynes, you know exactly what you’re getting.

7. Making People Feel Something

At the end of the day, customers remember how you made them feel. Did they feel cared for? Excited? Inspired?

Brands that tap into emotions—like Innocent with their cheeky tone of voice, or Lush with their focus on ethical values (and beautiful smelling entrance ways to their shops that entice you in) —create experiences that people don’t just buy into, but proudly share with others.

So…..

Customer experience isn’t about one big thing—it’s about lots of little things done right, consistently. It’s the smile from a cashier, the friendly confirmation email, the problem solved without a headache, and the moments where customers feel genuinely appreciated. These are so rare, but it is so easy and costs nothing!

Do that well, and people won’t just buy from you once—they’ll come back, tell their friends, and become your biggest fans. Win-Win!