Improving the customer experience doesn’t have to be complicated. It can be broken down into a three steps that allow you to examine how different parts of your business contribute to the overall encounter. Improved customer experiences usually result in increased customer retention and more referrals.

All you need to do is look at your business and its processes from the customer’s perspective, to see your company as the customer sees it. There are three steps: before, during, and after the customer interaction.

Before the Sale

“Before” includes how customers become aware of your business and the influences that drive them to walk up to your door. Marketing and word-of-mouth advertising is a big part of this step. In today’s world, advertising includes everything from traditional mainstream media to social media platforms such as Facebook, blogs, and Twitter. For retailers, store signage and point-of-sale advertising is still important.

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