The probability of selling to an existing customer is between 60-70%, while selling to a new customer is 5-20%. 

Not only that, but according to Constant Contact, repeat customers spend an average of 67% more than new customers. 

And to top it all off, selling to repeat customers is much more cost-effective for business owners than selling to new customers.
What’s the common denominator for ensuring we save money while generating even more? → Your customer experience.

Customer Experience and Why it Matters

Customer experience goes by many names – Customer Journey, Customer Service, just to name a few. How your customer journey is set up will dictate whether a customer or client decides to return to purchase more of your products or services.

But why does it matter? According to Survey Monkey, 72% of consumers found they would work with a company with a great customer service reputation, and why wouldn’t they?

Humans appreciate quality service and care regardless of the type of buyers in your audience.

Consider these two scenarios:

#1: You’re out at a restaurant, and you’re excited about the great food and the atmosphere – But your server walks up without so much as a smile and a “What do you want to drink?”

You’re immediately brushed the wrong way, but you try not to let it affect your mood and time. As the night continues, you’re consistently waiting for refills, and when your food arrives, it’s overcooked. 

Your server doesn’t offer to take the food back (you have to ask), leaving you thinking YOU’RE asking for too much. (We’ve ALL experienced how awkward it can feel to ask for what you ordered originally.)

#2: You’re out at a restaurant, and this time your server welcomes you with a sincere greeting and smile. They give you a couple of drink suggestions according to your preferences. 

Your food arrives, and to your surprise, it’s overcooked. Your server walks over immediately, notices it’s incorrect and gets it taken care of right away. You’re unbothered by the inconvenience because of how timely and considerate your server was fixing the error.

These two scenarios are quite similar – And while we can’t always foresee problems that may arise, we CAN control how we handle them and communicate with our customers. 

And sometimes, that makes all the difference. People aren’t looking for perfection… They’re looking for quality care and connection. 

Our job as business owners is to acknowledge the errors or mistakes, so we can kindly correct them without making our customers feel bad for asking for what they wanted.

Creating a Better Client Experience

But how can you apply this to YOUR business? Just like the examples above, it’s a great idea to consider the customer service experiences that left you feeling taken care of and supported vs. the ones that left you feeling burned. 

List them out and start comparing them to the customer experience YOU provide for your customers. 

Here are a few questions for you to consider – 

1. Are you setting realistic goals and expectations for yourself and your customers?
2. What is your communication process?
   • When can customers expect to hear back from you?
   • Are you following up if you need something from your customer?
   • Are you checking in at various points during the project or service?
3. What is your onboarding process?
   • How are you ensuring your customers feel ready and supported at the beginning of a project or service?
4. What is your offboarding process?
   • Are you verifying the customer is walking away with everything they expected?
   • Are you surveying your customers about their experience?

The Benefits of a Great Customer Journey

A lot goes into every piece of the journey puzzle, but it pays off to have an incredible customer journey because of what it can bring. 

• Referral clients 
• Return clients 

*Remember* the statistics above: You have an up to 72% chance of selling to a return customer or a customer who wants to buy because of a positive customer experience.

*Remember* the statistics above: You have an up to 72% chance of selling to a return customer or a customer who wants to buy because of a positive customer experience. Read more: Share on X

Thinking about the entire customer journey map takes away the inception + selling point because they are already ready to pull out their credit cards and buy from you. 

Maximize your profit with a stellar customer service experience, and you’ll find that lead generation comes THAT much easier for you. 

Have you identified the types of buyers in your market? If you haven’t or need to do some market research, this blog will walk you through the 4 most common buyers and how you can appeal to each. 

Your customer experience will be much more successful once you understand WHO you’re talking to.

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About The Author

Rachel Gogos is a multi-passionate entrepreneur with a strong desire to help people by creating strong personal brands and businesses. She’s personally launched dozens of books, e-products, and services; and hundreds of products and services with her clients. She started her career at the United Nations headquarters in New York City, where she helped create the look and feel for the organization’s first website.

Today, in her current role running brandiD, Rachel channels over 15 years of marketing and communications experience into each and every website for brandiD’s clients.

Learn more about Rachel.

And check out her book, Build Your Brand: The Distinctive Guide to Soul-Based Marketing. It will help you uncover your personal brand.