Small Gestures Create Differentiated Customer Experiences

At Farland Group, we hear the term “differentiated customer experience” frequently during our calls with clients. Businesses are constantly looking for ways to “wow” their customers and give them a compelling reason to revisit their store, click on their website or make a purchase.

My colleague Anne Taylor recently reflected on her experience staying at a hotel in a blog, “Going That Extra Step: Creating Differentiated Customer Experiences.” She explained how after filling out a survey, she received a note back from the property that they would address the areas she suggested needed improvement. That means two things: 1) The hotel truly cares about their customers’ perception of the property, and 2) They take extra steps to ensure customers know they care.

Like Anne, I was also “pleasantly surprised” during an outing of my own. I desperately needed the oil changed in my car, but it was a Saturday and I had my 3-year old with me. Rather than go to the car dealer, where I would be stressed out trying to contain and entertain my daughter, I decided to go to the quick 15-minute-oil-change-place down the street. I had visited long ago and decided to return because it’s quick; from start to finish they’re done in — you guessed it — 15 minutes or less.

Once there, one worker asked me information about my car and another began the oil-changing process, but then a different employee came over with a coloring book and crayons. At first I was confused, but quickly realized the coloring book wasn’t for me — it was for the little person in my backseat!

That someone took the time to notice I had a young child in the backseat and offer a coloring book — as a possible distraction instead of boredom — created a differentiated customer experience for me. Small gestures can go a long way, most certainly creating the “wow” factor that businesses are aiming for in today’s competitive environment.

Related Stories

Customer Advisory Board Advice: Learn to Love the Pain

Posted on 08.30.2022 by in Customer Advisory Boards

The thing about Customer Advisory Boards is you just might get what you wished for: unvarnished advice about your strategy and your business. And while this is the very reason to create a Board, it can sometimes  

Continue Reading »

Executive Engagement Programs: Take the Time To Listen

Posted on 08.1.2022 by in Engagement Strategy, Featured, Understanding the C-Suite

If customers take the time to tell you, take the time to listen.

Whenever a customer provides feedback, take the time to listen. In a recent meeting a company told me they had “piles of feedback” but no way to respond  

Continue Reading »

Selling to the C-suite – Stop Pitching

Posted on 04.18.2022 by in Featured, Understanding the C-Suite

Effective sales people will tell you that selling is as much science as art. Selling to the C-Suite even more so. Done well, it requires a system that can be planned, delivered, measured and repeated. Yet often, sellers fear they  

Continue Reading »


Customer Advisory Boards

Customer Advisory Boards are powerful engines of engagement, insight, and business transformation. Make the most of yours.

Meeting Facilitation: Virtual and In-Person Boards » Taking Your Customer Advisory Board Meetings Virtual »

Learn More »

Engagement Strategy

Like any good relationship, customer engagement is a long-term, reciprocal effort. When done well, meaningful engagement leads to better business results, faster.

Engage Your Customers to Help You Stop Pitching » Getting to a Customer Engagement Mindset »

Learn More »

Understanding the C-Suite

Building C-level programs that are meaningful and bring value to you as well as to your c-suite customers is challenging. Veiled sales pitches won’t win the day with this audience. Deliver what executives want: ideas, inspiration, innovation, influence.

Building a C-Suite Client Experience Strategy » Do you Know What Your Customers Value? »

Learn More »