Our brains have an amazing ability to remember certain events, but not all memories are created equal. Some things, like studying for an exam, require repetition and hard work to retain. Others stick with us because something extraordinary happens, triggering emotional responses that make them unforgettable. Routine or mundane events tend to fade from memory, but moments of strong emotional impact—good or bad—leave a lasting impression.
This has important implications for businesses. Customer experience (CX) is deeply connected to how events are remembered, and understanding how memory works can help companies create experiences that stand out.
The Emotional Impact of Customer Experience
When something goes wrong for a customer, it’s almost guaranteed that they’ll remember it—and not in a good way. A poor experience often triggers an emotional reaction, which is far more memorable than physical pain. Research shows that emotional pain is remembered for longer periods of time.
While it’s possible to recover from a bad customer experience, it requires thoughtful and often complex recovery efforts. The bigger the problem, the bigger the effort needed to regain trust.
But here’s the good news: positive experiences are also remembered. If a company goes above and beyond, whether by solving a problem quickly or offering exceptional service, it can create a powerful memory for the customer. Think about the last time your car broke down on a dark, rainy night, and the relief you felt when the recovery service showed up promptly. That kind of experience is hard to forget.
How to Create Memorable Customer Experiences
Solving a customer’s problem is more memorable than just providing good service. However, there are ways to make customer experiences even more impactful. Breaking down the interaction into smaller episodes—much like scenes in a movie—can help customers remember each stage more vividly. Adding sensory triggers, like a friendly voice or personalized communication, can also enhance memory.
When we run customer experience workshops, we often ask participants to share examples of companies they feel excel in this area. The stories that stand out usually involve service, and we’ve identified several key themes that consistently drive great customer experiences:
Key Drivers of Memorable Customer Experiences
Be Responsive: The most frequently mentioned reason for excellent customer service is responsiveness. Customers expect immediate answers to their questions, fast deliveries, and quick solutions to their problems. In today’s fast-paced world, time is a precious commodity.
Listen and Learn: Companies that actively listen to customer feedback and act on it are rated highly. It shows customers that their opinions matter.
Be Friendly: A smile and genuine enthusiasm can go a long way in creating a positive experience. It’s the human touch that customers appreciate.
Show Respect: Customers know their value, and they expect companies to respect and appreciate them. Acknowledging their importance fosters loyalty.
Communicate: Keeping customers in the loop with relevant updates, whether about their order, new products, or something they’ll find interesting, is crucial.
Great Products: People love to share their experiences with innovative, well-designed, and high-quality products. A great product is often at the heart of a memorable experience.
Know Your Stuff: Customers are impressed when suppliers demonstrate deep knowledge of their own products and services, as well as an understanding of the customer’s needs. Expertise builds trust.
Manage and Exceed Expectations: Customers want to know what to expect, and companies that can meet or even exceed those expectations will earn their appreciation.
Say Thank You: Two simple words, “thank you,” can have a big impact. It shows customers that their business is valued.
Be Patient: Delivering an excellent customer experience takes time and effort. It’s a marathon, not a sprint, and requires ongoing dedication.
Aim for Perfection: It’s not enough to be just okay. The best companies strive to “wow” their customers and leave a lasting positive impression.
Train Your Team: Every employee who interacts with a customer is a potential ambassador for the brand. Selecting the right people and giving them the right training is essential for delivering an outstanding experience.
Conclusion
Customer experience is all about creating memorable moments that stick with people, whether through solving problems or providing outstanding service. By understanding how memory works and focusing on these key drivers, companies can ensure their customers remember them for all the right reasons.
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