How to give your customer service the wow factor: Small business tips
Posted: Wed 26th Jun 2024
7 min read
Eighty-nine per cent of customers say a positive experience of customer service makes them more likely to repurchase.
For small businesses, that means your competitive edge isn't just in your product or price – it's in how you make your customers feel.
Large companies can outspend you on advertising, but they often struggle to replicate the personalisation, authenticity and passion that small business owners bring to their service.
In this blog, we explore actionable ways to create that all-important "wow factor" in your customer experience.
Why great customer service sets small businesses apart
Customer service is often what makes a small business stand out in a crowded marketplace.
Being small isn't a limitation – it's an opportunity to forge stronger, more personal connections with your audience.
Real-world inspiration: Where The Wild Is
Take the example of Where The Wild Is, a boutique travel company founded by Enterprise Nation member Emma Durkin.
Frustrated by the impersonal and environmentally unaware practices in her industry, she set out to do things differently.
She explains:
"Traditionally, the tour operator will take a hefty deposit and disappear until they want the balance. I don't like that.
"A lot of people see the holidays I'm selling as a once-in-a-lifetime trip. I want to be part of generating excitement in the build-up."
Her approach is centred around building trust and excitement through ongoing, thoughtful interactions.
Real-world examples of exceptional customer service
Where The Wild Is: Building anticipation through personal touches
Emma's business includes built-in wow moments that make her customer base feel seen, valued and excited:
She sends them a Lonely Planet guide when they've booked their holiday.
Around Christmas, clients receive handwritten notes and thoughtful gifts, inspired by tea brand Bird & Blend Tea Co.
About a month before the trip, clients receive biodegradable tea bags and a curated list of extras like restaurants and museums, with the option to book.
When possible, she has the client's favourite drink placed in their accommodation room – a subtle touch that leaves a lasting impression.
Emma says:
"The offer to book extras is not about taking more money from them. It's not a pushy sale. The aim is to tell them what's happening."
DrivenMedia: Scaling with systems and processes
Another example comes from DrivenMedia, a vehicle advertising company that experienced rapid growth after an appearance on Dragons' Den.
Founder Ed Hollands knows how important processes and team involvement are to delivering consistent customer service.
With investment from BBC Dragon Jenny Campbell, DrivenMedia scaled from nine to 81 lorries and grew the team to four. The key to success? Making service replicable.
Ed says:
"A lot of the business is in my head. But what happens if I'm not in? It's about having the processes written down, so anyone can follow them."
The company's process for onboarding clients now includes:
a clearly communicated six-week design and production timeline
regular updates throughout the process
CRM tracking to monitor where each customer is in their journey
These steps ensure there's transparency, as well as removing any confusion and managing customer expectations effectively.
Tips to enhance your customer service strategy
Build touchpoints that provide a meaningful experience
People often find delight in the small things, so think about doing any or all of these:
Including surprise gifts or notes with purchases.
Offering value-adding extras without a hard sell.
Personalising the customer experience wherever you can.
Communicate the way customers prefer
Good service starts with easy communication and a human connection. To improve how you communicate:
choose channels based on what your customers prefer (such as email, phone, text or WhatsApp)
avoid barriers like hidden contact details or automated responses
be proactive – reach out before issues arise
For higher-ticket items or custom services, tailor your communication on a customer-by-customer basis to build trust.
Invest in training and onboarding
You may live and breathe your business, but your staff won't automatically have the same level of expertise. That's where systems help.
Create documented processes anyone can follow.
Involve the whole team in process development.
Train new staff with real-world examples and brand values.
Even Emma, who hesitates to fully delegate planning due to the expertise involved, acknowledges the challenge:
"The level of customisation and location knowledge required means I can't train from scratch just yet."
Frequently asked questions
What is the wow factor in customer service?
It's about creating memorable, delightful experiences for your customers.
These can be small personal touches or exceptional communication that go above and beyond expectations.
How can a small business improve customer service?
By personalising interactions, anticipating needs, training staff and putting strong processes in place to make sure there's consistency.
Is excellent customer service really that important for small businesses?
Yes. Exceptional service builds trust, generates customer loyalty and encourages referrals – often more effectively than paid advertising.
Final thoughts
When done right, customer service becomes your secret weapon. It turns one-time buyers into loyal fans and sets you apart in a noisy marketplace.
Whether you're sending handwritten notes or streamlining your CRM, the human touch is vital and every effort matters.
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