5 ways to create a happy customer

5 ways to create a happy customer

Customer experience and digital marketing go hand in hand when making sure your customers are happy.

Customer experience is not just a marketing tool, it’s an essential element of your entire business. Alex Sullivan CEO of ems.ai couldn’t put it any better, “people and how you treat them is everything”.

Following my five steps is a sure fire way to making your customers smile.

1 | The customer is at the centre of your product

Having your customers at the heart of your business is the beginning and the end of it.

Your digital marketing strategy and business model should be based on why someone is going to love your product/service, why they love what it does for them and, most importantly, why they love how it makes them feel.

That’s a lot of love… If you tap into this successfully, finding your customers ‘what’s in it for me’ and ‘fear of missing out’ is far more straightforward and fits neatly into your digital strategy.

2 | Work from your customer backward

This seems like an obvious piece of advice, but it is very easy to get so caught up in why you think a product is fantastic, you forget about looking at the benefits to your customer.

To avoid this situation, I suggest you begin from the moment your customer is first exposed to your marketing.

Write the copy for your email, Facebook ad and Adwords campaign

HBO’s Silicon Valley does a great turn in poking fun at entrepreneurs who want to “make the world a better place”. The smugness around that phrase is enough to turn my stomach every time I hear it at tech conferences.

However, you don’t need to be a delusional CEO to realise that what your business does, or sells, has to solve a problem. There has to be a reason why someone should spend money with you.

This is what your promotional copy is all about. Whats in it for the customer, what’s unique about your product and why they need to part with their cash.

Write your website’s FAQs

FAQs are a great resource for customers and great for digital marketers wanting to impart information in an easily digestible format. Not to mention being fantastic seo friendly content.

Factors to think about include:

  1. What are going to be the main questions asked? In the early days of the Learning People customers always wanted to know why we didn’t put our prices online. The faqs was a great tool in telling them why
  2. Keep it simple, keep it concise
  3. Internal links – if a more thorough description is needed, write a blog about it and link to it
  4. Bullet points can be your best friend
  5. Group your content into logical sections

Respond to online complaints

No matter how well oiled your business is, you’re going to get complaints. A great group activity is listing what these complaints might be.

My method for doing this involves Friday afternoons, post-it notes and a beer fridge. This turns what could be a dull activity into a cool team bonding experience that highlights issues that were never thought of previously.

Next, you have to work out how you will solve these complaints. A myriad of questions – we all love a bit of extra work, don’t we? – will prompt you and your colleagues into action.

Such as, is there improvements needed to your product? Does customer care need to provide further support? Can you fix the problem before launch? What measure will you put in place if you can’t?

Write the user manual

This is the nitty-gritty, the detail of how customers use the product. Save yourself having to edit old versions by leaving it until last.

Pull all of the knowledge and insight that you’ve gathered together. Keep it simple. Keep it useful.

3 | Create amazing experiences

Amazing experiences is what we are trying to achieve through customer experience marketing.

By this, I don’t mean everything has to be over the top or involve a big budget. It’s about having a culture of customer experience, customer care and customer respect running through your entire organisation.

It’s important to remember in today’s digital age that we are all salespeople and we are all marketers. Whether you are a receptionist, work in finance, are head of sales or the CEO, you are a brand advocate.

4 | Personalisation

We all want to be treated as individuals, customers are no different.

Having parted with their hard earned cash and given it to your business, it’s your duty to ensure that their customer experience is unique to them.

Easy ways to do so include:

  1. Targeted and relevant marketing campaigns
  2. Thank you letter from your CEO when a purchase is made
  3. Customer support calling to ensure everything is ok and offering to walk through how the
  4. Customers can make the most of their purchase
  5. Email support offering further guidance

The benefits of doing this correctly are huge. Having a genuine interest in making a customer feel special is a fantastic way to create brand ambassadors and repeat business.

5 | Turn a negative into a positive

We all love a good moan, don’t we? Surely, it’s not just me..?

It’s now far easier to moan about something and have a lot of people hear about it in a short space of time than it ever has been.

“If you make customers unhappy in the physical world, they might each tell six friends. If you make customers unhappy on the Internet, they can each tell 6,000 friends.” Jeoff Bezos, Amazon CEO

Businesses can feel threatened by this, but there’s no need to be.

The way you handle complaints says a lot about your business and your mentality. You can turn the negative comment into a way of improving your service or product.

A carefully considered and thought out answer is needed, at all times, to negative comments.

Your response should:

  1. Acknowledge that there is an issue and that you will do your utmost to rectify the problem
    not be a stock answer
  2. Be a genuine apology. “We’re sorry you’re not able to…” is not an apology and places the issue is with the customer
  3. Take further conversations away from the comment and let the customer know you will be contacting them via email and/or telephone
  4. Be simple and be professional. As much as you may want to write chapter and verse in response to a comment, don’t.


The customer is not always right – sometimes they are a total arse – but, it is your obligation to create a customer experience that eliminates problem causing issues

This is no easy task and will take time to fully embed into your digital marketing and your organisation. However, the benefits you and your customer will reap from that effort, more than makeup for it.

Steve Linney
[email protected]

I've been a marketer for the last twenty years, covering a wide number of areas. Including e-learning, the music industry, and corporate responsibility.