What should I aim for when revamping my shop’s customer experience?

Regardless of the size of your business, the customer experience is one of the most critical components of your success-or failure. A positive customer experience can help your company by:

• Building product value. You can charge more when you deliver a better experience. People pay for convenience, accuracy, lack of confusion, and quality.
• Making your job easier. A strong customer experience and journey mean every transaction will be more organized.
• Enhancing professionalism. No matter how large or small, your customers will know they are working with an industry professional.
• Bringing consistency. Jobs will be completed more accurately when a consistent customer plan is in place.

Here are a few things outside of the actual ordering process you can improve on to enhance your overall customer experience:

• How you answer the phone
• Voicemail greeting
• Email signature
• Marketing materials
• Advertising
• Business cards
• Sales orders, invoices, and receipts
• In-store greetings and goodbyes
• Email marketing
• Website design and layout
• Payment processing
• Artwork submission
• Product delivery
• Thank you notes
• Post-sale surveys

—Colman and Company