In today’s business landscape, customer experience (CX) is powerful. It’s no longer enough to just offer a quality product or service – customers expect a personalised, seamless, and emotionally engaging experience. But with big brands investing in cutting-edge technology and elaborate marketing campaigns, how, as a small business, can you compete?
Tiny Box Company has put together 7 tips on how to effectively craft memorable, human-centred customer experiences:
7 ways small businesses can compete with big brands
1. Prioritise personalised service
One of the biggest advantages small businesses have over large corporations is the ability to offer a more personal touch. Big brands might rely on data analytics and AI for personalisation, but small businesses can develop direct relationships with customers.
Steps to take:
Get to know your customers! Take time to understand individual preferences, buying habits, and feedback. A simple CRM (customer relationship management) tool can help you track customer details and preferences, enabling more personal interactions.
Create VIP experiences: For loyal customers, consider offering special perks, such as early access to products, exclusive discounts, or handwritten thank you notes. This kind of thoughtful attention fosters a deeper connection than any algorithmic targeting could.
Example: If you own a local cafe, try to greet customers by name and remember their usual orders. This will create a warm, familiar experience that’s difficult to replicate at chain coffee shops.
2. Create a seamless omnichannel experience
Today’s customers engage with brands across multiple channels, with social media, email, website, and in-store visits, and they expect consistency across all of them. Creating a seamless omnichannel experience allows small businesses to match the ease and accessibility offered by larger competitors.
Steps to take:
Align your messaging across channels: Ensure that your website, social media, email communications, and in-person interactions all carry a consistent message and voice.
Use technology to connect your channels: Affordable tools like Square for point-of-sale (POS) and Shopify for e-commerce can help you synchronise online and offline sales, manage inventory, and track customer interactions across channels.
Example: A clothing store could give customers the option to view its products online, reserve items, and try them on in-store, bridging the gap between digital and physical experiences.
3. Respond fast on social media
Social media is vital these days when it comes to customer service, especially for small businesses looking to stand out. Make sure to respond quickly and personally to comments, questions, and reviews, to show customers that you genuinely care about their experiences.
Steps to take:
Stay active and engaged: Respond to messages within a day, if not sooner. Engage with comments, ask questions, and thank customers who leave positive reviews!
Be transparent with customer issues: If a customer has a problem, respond quickly and offer solutions. This transparency not only solves the immediate issue but builds trust with your audience.
Example: If you’re a small bakery, you could respond to a complaint about a late delivery by offering a discount on the next order.
4. Connect through storytelling
Storytelling is a powerful way for small businesses to create a meaningful bond with customers. While big brands often focus on inspirational stories, small businesses can connect with customers by sharing their unique journeys, values, and the actual people behind the brand.
Steps to take:
Share your brand story: Post about your founding journey, the team behind your products, or what makes your approach unique. Share this on your website, social media, and even on product labels or packaging.
Highlight your values: Customers today care about values-driven brands. Share stories that show how your business supports the community, sustainability, or other meaningful causes.
Example: A family-owned bookstore could post stories about the founders’ love for reading, their commitment to community events, or the bookstore’s support for local authors.
5. Focus on customer feedback
Customer feedback is one of the most valuable assets for small businesses looking to improve their customer experience. While big brands rely on market research firms, small businesses can access feedback directly and use it to make quick, impactful changes.
Steps to take:
Solicit feedback regularly: Post-purchase surveys, follow-up emails, and social media polls are all great ways to gather insights on what customers love and what could be improved.
Act on feedback promptly: When customers see that their input leads to change, they feel valued and are more likely to be loyal to your business!
Example: A small restaurant might adjust its menu based on customer feedback or add a popular dish as a permanent offering if it receives positive feedback.
6. Leverage technology
Affordable, user-friendly technology has levelled the playing field, enabling small businesses to deliver top-notch experiences at a fraction of the cost. By strategically adopting technology, small businesses can streamline operations, better understand customer preferences, and enhance service.
Steps to take:
Use customer data responsibly: Tools like Google Analytics, Mailchimp, and simple CRMs can help you gain insight into customer behaviour and tailor communications accordingly.
Automate where possible: Tools like chatbots for quick FAQ responses, or email automation for marketing, can improve response times and enhance the customer journey without draining resources. Don’t overdo this though – make sure you’re still being genuine on social media platforms.
Example: A fitness studio could use a scheduling app that allows clients to easily book classes, receive reminders, and leave feedback.
7. Deliver an in-store experience
For small businesses with a physical location, the in-store experience is a prime opportunity to create a memorable impression. Personal touches, unique decor, and even small gestures can turn an ordinary visit into an unforgettable one.
Steps to take:
Train staff on excellent service standards: Invest time in training staff to be friendly, knowledgeable, and helpful, ensuring every customer feels valued.
Create an inviting atmosphere: Elements like pleasant lighting, comfortable seating, and unique decor contribute to an engaging experience that customers remember.
Example: A small boutique could offer complimentary beverages, personalised shopping assistance, or seasonal decor updates, creating a distinctive experience that encourages customers to return.
The future is bright
In the evolving world of customer experience, small businesses have unique strengths that allow them to compete with – and even surpass – big brands. By focusing on personalisation, transparency, emotional storytelling, and smart technology adoption, small businesses can deliver exceptional customer experiences that build loyalty and attract new customers.
In an age where authentic, personal interactions are highly valued, the future of CX is bright for small businesses ready to leverage these strategies. Tiny Box Company offers support to those looking for a little extra advice through its Tiny Box Clinic – find out more here.