5 Customer experience rules that brands should live by

Julie Pearl Published on April 23, 2015 Last updated on January 10, 2024

Delivering a great customer experience isn’t quite simple. But there are basic rules that brands can follow to reach that goal.

Customer experience is a fundamental element that can either enhance or undermine a brand. In a market saturated with choices, the quality of the customer experience becomes a decisive factor in building brand loyalty.

A positive customer experience has a cascading effect towards customer advocacy. On the flip side, neglecting the customer experience can lead to negative consequences. After all, opinions can quickly gain traction in the digital age.

Understanding and addressing customer experience are not optional; they are integral to sustainable business success. It involves creating a customer-centric journey that resonates with individuals.

On that note, we will explore five key customer experience rules that brands should adopt to create meaningful customer interactions.

The Evolution of Customer Expectations

In any business environment, understanding the customer experience is crucial. Historically, businesses focused on delivering exceptional customer service, primarily concentrating on issue resolution.

However, modern consumers crave more. They desire a comprehensive and enjoyable end-to-end customer experience. This is where each interaction with a brand contributes to overall customer satisfaction.

This shift from traditional customer service to a comprehensive customer experience approach mirrors the changing landscape of brand-consumer interactions. Today, building enduring brand loyalty extends beyond resolving problems. It now also revolves around creating positive, memorable moments at every stage of the customer experience journey.

The Business Case for Prioritizing Customer Experience

As businesses adapt to evolving consumer expectations, a compelling business case emerges for giving prominence to customer experience. The connection between a positive customer experience and heightened brand loyalty is more evident than ever.

For example, SuperOffice consistently reveals that business experts will continue to prioritize the customer experience in the next five years. The software company also says 86% of consumers don’t mind paying more for a better customer experience. Hence, it’s only fitting that 81% of businesses consider customer experience as a competitive differentiator.

  • The Competitive Advantage of Customer Experience

    Investing in an effective customer experience strategy is not simply a practical decision, though. Companies that prioritize customer experience outperform their competitors on various fronts.

    In particular, businesses with improved customer experience can have a 10%-15% revenue increase. On the other hand, US businesses could lose up to $35.3 billion annually because of poor customer experience. Simply put, the correlation between superior customer service and increased customer satisfaction directly contributes to fostering enduring brand loyalty.

Now, let’s head to the five basic rules that brands should live by.

Rule 1: Understand and Exceed Customer Expectations

Understanding and exceeding customer expectations is crucial for a positive customer experience. On that note, brands need to invest time and effort in researching and analyzing customer preferences, needs, and pain points. Through a deep understanding of their target audience, brands can align their offerings to meet and exceed customer expectations.

Personalization plays a vital role in this process. Tailoring products, services, and experiences to individual customers creates a sense of exclusivity and makes customers feel valued. Utilizing customer insights obtained through surveys, feedback, and data analysis, brands can anticipate needs. This, in turn, contributes to a heightened customer satisfaction.

  • How to Adhere to this Rule

    To understand and exceed customer expectations, brands should focus on effective market research. This involves gathering data through surveys, interviews, and social listening. Through this data, brands can gain insights into what customers truly want and expect from their products or services. This helps in shaping a superior customer service model.

    Additionally, conducting competitor analysis helps brands identify areas where they can differentiate themselves and exceed customer expectations. Staying attuned to changing customer needs and preferences helps brands continuously adapt their offerings to deliver exceptional experiences.

  • Case in Point

    Apple is a brand that excels in understanding and exceeding customer expectations. Through extensive customer research and data analysis, Apple continually anticipates and delivers innovative products and services. They gather insights through surveys, user testing, and monitoring customer feedback to stay ahead of evolving preferences and expectations.

Rule 2: Foster Genuine and Empathetic Interactions

One of the most powerful ways to create a positive customer experience is by fostering genuine and empathetic interactions. Brands that prioritize empathy and understanding build trust and rapport with their customers. This begins by cultivating a customer-centric culture within the organization.

Active listening, genuine care, and going the extra mile to address customer concerns are key components of empathetic interactions. Treating customers as individuals and showing empathy towards their unique situations enhance the overall customer experience.

  • How to Adhere to this Rule

    To foster genuine and empathetic interactions, brands should invest in comprehensive customer service training programs. These programs should focus on developing active listening skills, empathy, and effective communication techniques. With the necessary skills and tools, brands can handle customer interactions with empathy and understanding.

    Additionally, creating a supportive work environment that values and rewards excellent customer service encourages employees to go above and beyond in their interactions with customers. Through a culture of empathy and genuine care, brands can establish strong emotional connections with customers and nurture brand loyalty.

  • Case in Point

    Zappos, an online shoe and clothing retailer, is known for fostering genuine and empathetic interactions with customers. Their customer service representatives are trained to prioritize customer satisfaction and go above and beyond to resolve issues. In addition, Zappos empowers their employees to express empathy to build lasting relationships with customers.

Rule 3: Strive for Consistency Across All Touchpoints

Consistency is a fundamental aspect of delivering an exceptional customer experience. Customers expect a seamless experience across all touchpoints, whether it’s a physical store, website, mobile app, or customer service channels.

Therefore, brands must create and implement standardized processes to ensure consistency in their interactions, messaging, and overall brand experience. These elements are all geared towards enhancing customer satisfaction.

In addition, aligning brand values and messaging throughout the customer journey fosters trust and brand loyalty. Technology plays a crucial role in enabling consistent experiences as well. This includes integrating customer data across platforms and implementing robust customer relationship management (CRM) systems. Both of these provide a unified view of the customer.

  • How to Adhere to this Rule

    To achieve consistency across all touchpoints, brands should establish brand guidelines and communication protocols. These guidelines should outline the brand’s tone of voice, visual identity, and messaging principles to ensure customer satisfaction.

    Additionally, leveraging technology solutions allows brands to integrate customer interactions and data across various channels. This integration enables a holistic view of the customer, helping deliver personalized and consistent customer service at every touchpoint.

  • Case in Point

    Starbucks is a brand that strives for consistency across all customer touchpoints. From their physical stores to their mobile app and website, Starbucks ensures a consistent brand experience. The uniformity in product quality, store ambiance, and customer service creates a seamless and recognizable Starbucks experience.

Rule 4: Embrace Technology for Enhanced Experiences

In the digital age, technology plays a pivotal role in shaping the customer experience. Brands that embrace technology can streamline processes, personalize experiences, and provide seamless interactions. From AI-powered chatbots to personalized recommendation engines, innovative technologies enable brands to deliver tailored experiences at scale.

Automation can also play a crucial role in reducing response times, managing customer data, and providing proactive customer service. Through technology effectively, brands can create frictionless experiences that boost customer satisfaction and brand loyalty.

  • How to Adhere to this Rule

    To embrace technology for enhanced experiences, brands should prioritize digital transformation initiatives. This involves identifying areas where technology can enhance the customer experience and investing in the right tools and platforms.

    Implementing AI-powered chatbots or virtual assistants, for example, can provide round-the-clock customer support. Personalization technologies, such as recommendation engines or personalized email marketing campaigns, enable brands to deliver tailored content to individual customers.

    Furthermore, leveraging data analytics and machine learning can uncover valuable insights about customer behavior and preferences. Through these technologies, brands can enhance efficiency, personalization, and responsiveness, elevating the overall customer satisfaction.

  • Case in Point

    Amazon is a prime example of a brand that embraces technology to enhance customer experiences. Personalized product recommendations, one-click purchasing, and efficient delivery services are some of what Amazon uses to guarantee customer satisfaction. These technologies create a more convenient customer experience.

Rule 5: Continuously Seek Customer Feedback and Act Upon It

Feedback is a valuable source of insights for brands to improve customer experience. Actively seeking and listening to customer feedback demonstrates a brand’s commitment to continuous improvement and customer-centricity. All of these are aimed at driving elevated levels of customer satisfaction and fostering enduring brand loyalty.

Brands should establish multiple channels for collecting feedback, such as surveys, social media listening, and customer reviews. Analyzing and acting upon this feedback allows brands to address pain points, identify areas for improvement, and make data-driven decisions.

  • How to Adhere to this Rule

    To continuously seek and act upon customer feedback, brands should implement robust feedback management systems. These systems enable brands to collect, analyze, and respond to customer feedback in a timely manner.

    Monitoring social media platforms, online review sites, and customer service interactions provides real-time insights into customer sentiment. Actively engaging with customers and addressing their concerns shows a commitment to customer satisfaction and brand loyalty.

    Additionally, conducting regular customer satisfaction surveys and implementing voice-of-customer programs allows brands to gather structured feedback and measure customer sentiment. Making feedback a core part of the business strategy drives continuous improvement and delivers exceptional customer experiences.

  • Case in Point

    Netflix is known for continuously seeking customer feedback and acting upon it. They gather insights through user ratings, reviews, and data analytics to refine their content recommendations and improve the user experience. Netflix actively uses customer feedback to drive content creation decisions, resulting in sustained customer satisfaction and brand loyalty.

Real-Time Customer Engagement

Real-time customer engagement transforms the dynamics of customer service and further improves the chances of securing brand loyalty. This provides brands with the ability to connect with customers instantly and meaningfully.

  • Strategies for Real-Time Customer Engagement

    Addressing customer inquiries promptly and actively participating in conversations are the two most common examples of real-time engagement. For businesses to do either efficiently, there are two main channels they should focus on:

    • Live Chat Support: Implementing live chat features on websites enables instant communication, addressing customer queries promptly and contributing to heightened levels of customer satisfaction.
    • Social Media Interaction: Engaging with customers on social media platforms in real-time allows brands to participate in conversations and gather feedback. This showcases a responsive approach, contributing to an elevated customer experience.
  • Impact on Brand Loyalty

    Real-time engagement plays a role in solidifying brand loyalty by creating a sense of immediacy and responsiveness. When customers feel heard and supported in real-time, it enhances their perception of the brand and strengthens their emotional connection.

Building Trust in the Age of Information

In an era where information is abundant, building and maintaining trust is integral to the customer experience. During the age of information, brands must prioritize transparent communication, data privacy, and ethical practices to cultivate brand loyalty.

  • Transparent Communication

    Customer satisfaction hinges on transparent communication. Brands that openly communicate their values, processes, and intentions build a foundation of trust with customers. Clear and honest communication contributes significantly to positive customer experiences.

  • Data Privacy and Security

    In the age of information, safeguarding customer data is critical. Prioritizing robust data privacy measures not only ensures compliance but also builds trust. In fact, customers are more likely to engage with brands that prioritize the security of their information. Simply put, data security contributes to an enhanced customer satisfaction.

  • Ethical Practices

    Brands that conduct business ethically and responsibly create a positive narrative around their identity. Demonstrating ethical practices, whether in sourcing materials, manufacturing, or overall business conduct, reinforces trust and brand loyalty.

  • Impact on Customer Satisfaction

    Building trust in the age of information has a direct correlation with customer satisfaction. Customers who trust a brand are more likely to engage in repeat business and advocate for the brand.

Outsourcing to Better Adhere to Customer Experience Rules

Choosing the right outsourcing partner can make things easier for businesses when it comes to providing the best customer experience. Here’s a look at how outsourcing can help brands follow the five aforementioned rules:

  1. Exceeded Customer Expectations

    Outsourcing can empower businesses to better understand and exceed customer expectations by leveraging external expertise and resources.

    Outsourcing customer research and data analysis, for example, can provide businesses with valuable insights into customer preferences and pain points. These insights enable businesses to align their offerings and strategies to meet and exceed customer expectations effectively.

    Through outsourcing providers, businesses can access comprehensive data and industry trends for their decision-making. This empowers them to make informed customer service decisions and stay ahead of evolving customer needs.

  2. Genuine and Empathetic Interactions

    Outsourcing can enable businesses to foster genuine and empathetic interactions with their customers. Customer service outsourcing providers often have well-trained and skilled professionals who excel in delivering an exceptional customer experience. In fact, these professionals undergo extensive training programs that emphasize active listening and empathy.

    Businesses that outsource customer service functions can tap into the expertise of these professionals. This move is instrumental in consistently delivering experiences that contribute to an enduring brand loyalty.

    Outsourcing providers can also offer scalable solutions, ensuring prompt and empathetic responses even during high-volume periods. This allows businesses to maintain a consistent level of quality in their customer interactions and foster genuine connections with customers.

  3. Consistency Across All Touchpoints

    Outsourcing can help businesses achieve consistency across all customer service touchpoints by implementing standardized processes and leveraging technology solutions. Outsourcing providers can work closely with businesses to establish clear brand guidelines and communication protocols.

    Moreover, outsourcing providers often utilize advanced customer relationship management (CRM) systems and multichannel platforms. These tools enable seamless integration of customer interactions and data across multiple channels. This integration results in a unified and consistent customer experience.

    Through the expertise and technology offered by outsourcing providers, businesses can effectively maintain consistent interactions and reinforce brand identity. Ultimately, this contributes to sustained levels of customer satisfaction and unwavering brand loyalty.

  4. Technology for Enhanced Experiences

    Outsourcing provides businesses with the opportunity to leverage advanced technologies and innovations to enhance the customer experience. Outsourcing providers often have access to cutting-edge technology platforms, AI-powered chatbots, and automation tools. These technologies provide efficient support, leading to heightened levels of customer satisfaction.

    Businesses can then benefit from these latest technologies without the need for substantial investments in infrastructure and development. Outsourcing allows businesses to harness the power of technology to deliver enhanced customer service, ranging from personalized recommendations to proactive support.

  5. Customer Feedback

    Outsourcing can facilitate the continuous collection of customer feedback and the implementation of improvement strategies. Many outsourcing providers offer comprehensive feedback management systems and processes. These systems enable businesses to collect, analyze, and respond to customer feedback effectively.

    Moreover, outsourcing providers can conduct customer satisfaction surveys, monitor social media platforms, and analyze customer interactions. They can also provide businesses with actionable recommendations based on data analysis and industry best practices.

    The expertise and tools provided by outsourcing providers allows businesses to establish efficient feedback loops. As a result, they can continuously improve their products, services, and experiences based on customer input.


Delivering exceptional customer experiences is highly important for business success. Through the five basic tenets mentioned previously, brands can create memorable experiences that foster brand loyalty and advocacy.

Investing in these customer experience rules enables brands to differentiate themselves, drive customer satisfaction, and cultivate long-term relationships. In addition, prioritizing the customer at every touchpoint helps brands thrive in the era of customer-centricity.

Achieving excellent customer satisfaction capabilities is better achieved through outsourcing. Open Access BPO is an excellent choice to help brands stay consistent with following the five basic tenets of customer experience.

We at Open Access BPO prioritize our customers through our signature multilingual approach, making brands and buyers understand one another better. We also deliver our solutions through multiple channels, ensuring business continuity and customer satisfaction.

Visit our website to learn more about Open Access BPO.

Like every business process, customer service is governed by fundamentals that enable brands to deliver excellent assistance and support to their marker. The ultimate mantra is to make the customers happy, but there are specific rules that you must keep in mind in order to satisfy the public, regardless of the industry you belong in. What are those rules, and how can they fortify your customer experience strategy?

1. Customer experience varies from person to person.


How people define excellent customer service can depend on many factors, like their shopping personality or the generation they were born into. This why you shouldn’t just understand their needs as whole, but also individually. And since only they can tell what they truly want, patterning actions after feedback should therefore be a key metric for measuring customer service quality.


2. The customer is the center of every transaction.


What made you decide to put up a business? Achieving personal goals may be your biggest reason, but this shouldn’t be the sole objective that drives you to serve the people well. Your clients, the very people who could take you to your target, should always be the center of what you do. Remember that you’re not simply here to sell; the bigger goal is to help people buy what could satisfy them or solve their problems.


3. Loyalty starts with familiarity.


People return to things and places where they have developed comfort in. There may be a thousand other options for them to choose from, but once they found a brand that perfectly suits their needs, they’d stick with it for good. If you want your consumer base to stay solid, give them the kind of pampering that fits their temperamentsโ€”the one that they could only get from you.


4. Employee interaction is the root of customer engagement.


You can’t get quality market feedback and interaction without fostering quality communication practices within your workforce first. As the popular statement goes, “Happy employees create happy customers.” And well-engaged ones interact with the public well, too. So invest in trainings, acknowledgements, and encouraging words to see how these would come back positively to your brand.


5. The popular action is not always the right one.


Making your goals clear to everyone is part of facilitating healthy interactions within the confines of your company. There are structured metrics that need to be passed, and there are intangible aims that need to be met. Your agents may strive for metrics like a short average handle time because of the incentive they could get for doing so. And in exchange for a short call duration, they might sacrifice the other aim, which is to deliver a pleasant customer experience. You should make it clear that while internal performance indicators should be kept at a satisfying rate, the customer’s satisfaction is still the ultimate measure of a company’s competence.

Rules are made to keep things together. By sticking to the fundamentals of customer service, giving excellent customer experience should come naturally. So, what other rules do you live by in order to keep your customers happy?

OABPO-Julie Author
As one of Open Access BPO's content writers, Julie Pearl shares her BPO knowledge through her blog posts, research papers, and other resources. She writes about outsourcing news and call center management tips and insights.
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