SMALL DETAILS, BIG WINS (OR NOT): LESSONS IN CUSTOMER EXPERIENCE
Written by Jessica Murray
One of the early topics I wrote about was the importance of customer-centric operations. Since then, I’ve come across even more examples that validate how a great customer experience drives success and builds loyalty.
This week, I’m sharing five “case studies” that illustrate the impact of positive (and negative) customer experiences and the imprint they leave on the people who ultimately decide whether you’ll have a business long-term or not. After all, without customers, it’s hard to have a sustainable business.
Two of the examples come from larger brands and the other three stem from recent personal experiences with smaller businesses.
Small gestures at a nail salon
I go to a natural nail salon in Nashville. Even though I pay a premium and drive out of my way, the experience keeps me coming back.
What stands out? The staff makes me feel seen when I walk in the door.
One detail, in particular, about the experience makes me like a valued customer upon entrance. When I walk in the door, the woman behind the front desk greets me by name with, “Hi, Jessica! I’ll get you checked in.” She made a connection and learned my name. In my observation, this gesture extends to other customers, too. It’s such a small thing, but it makes a difference and I feel valued.
Customers drifting from Starbucks
In October, The New York Times published a piece about Starbucks’s customer challenges and how its new CEO, Brian Niccol, planned to address them. Customers voiced frustrations about long wait times and the increasingly transactional experience. Even Niccol admitted the brand had strayed too far from its roots.
He took swift action, with initial changes geared toward processes to improve customer interactions with Starbucks, including:
Setting performance metrics to reduce wait times to under four minutes.
Delivering brewed coffee at the counter.
Removing extra charges for non-dairy milk.
Reviewing store designs to revive the cafe experience.
Promising no price increases in 2025.
Niccol recognizes how crucial getting these shifts toward the customer right is to reversing revenue declines. We’ll see, in time, if they achieve the desired results.
E-commerce and the holiday gifting season
During the holiday season, I noticed how few retailers offered thoughtful touches like gift wrapping or personalized notes. Friends and family kept texting: “Don’t open that package—it’s your gift!” I was forced to do the same.
I understand that offering gift options introduces operational complexity. But these small details can elevate the experience during this sentimental time of the year. I’d gladly pay extra if it meant the recipient felt special and seen. Would you?
Human-led customer service with Chewy
Chewy’s people-first approach to customer service fuels loyalty and growth, setting it apart from trends toward AI-dominant customer support. In a recent Fast Company article, CEO Sunit Singh emphasized first principles and encouraged people to focus on:
Courtesy over efficiency.
Making the ordinary extraordinary.
Going above and beyond customer expectations.
Singh firmly believes the customer experience can build defensive and offensive moats, even in the most saturated industries. Whether in remembering customers' pets’ names or offering flexible return policies, Chewy strives to reduce friction at every turn. The company’s doing something right. Chewy generates more than $11 billion in annual sales in a competitive market.
A retailer’s customer service snafu
Recently, my husband wanted to buy a dress shirt. He’s precise about fit, so he reached out to the brand’s customer support with a logical request: the shirt’s size measurements since they weren’t listed on the website.
The support rep’s response (I’m paraphrasing): You need to call our retail store to get that information.
I couldn’t believe the reply. Why should a customer do extra work to get basic product details? This frustrating experience could’ve been prevented with better training and processes. Unsurprisingly, he didn’t buy the shirt.
Beyond a great experience
At the core of a great customer experience is empathy: anticipating needs, removing friction and making customers feel valued. But that alone isn’t enough.
Crafting a memorable customer experience requires a strong foundation of culture, people and operational design working together. When you get those elements right, your customers will notice—and they’ll stick around.