Tips for Personalizing Ecommerce Customer Interactions

WANT CUSTOMER DELIGHT? GO THE EXTRA INCH, NOT THE EXTRA MILE In a world where companies strive to “go the extra mile” for their customers, I propose a counterintuitive thought: You don’t need to go a mile. You just need to go an inch. The smallest, low-cost gestures can have a massive impact on customers, turning ordinary transactions into memorable experiences. The secret - search for the asymmetry between cost and impact. Going the extra inch requires minimal effort and often costs next to nothing. It could be a handwritten note, a smile, a gesture of personal recognition, a small act of kindness. But the effect on customers is profound. It creates emotional connections, fosters loyalty, and makes customers into advocates. The irony - while everyone is busy trying to “go the extra mile,” it is the extra inch that nets you miles of customer loyalty. THE I.N.C.H. FRAMEWORK To master the art of the extra inch, use this simple yet powerful framework: I – Identify Moments of Truth: Look for touchpoints where expectations are neutral or low. These are prime opportunities to surprise and delight. For instance, when I got my car serviced at the Lexus dealership, they washed and vacuumed the car and left a red carnation flower on the dash. I have told more than 10,000 people about the 50-cent carnation. How’s that for ROI? N – Notice the Little Things: Train employees to observe and remember small details about customers—preferences, moods, or special occasions. At the Oberoi Hotel in Mumbai, I asked for a memory foam pillow. Every time I stay there, they put a memory foam pillow on my bed. C – Customize the Experience: Personalize the interaction or gesture. Even the smallest customization can create a huge emotional impact. At Chewy, when a customer returned dog food after their pet passed away, they received a condolence card and flowers. It wasn’t about making a sale; it was about showing empathy. H – Humanize the Interaction: Move beyond scripted conversations. Authenticity and empathy resonate more than robotic efficiency. At Café Lucci, our favorite Italian restaurant in Chicago, the valet, the server, and the owner Bobby - all know us, know our kids, and always ask about the family. We are customers for life! In the race to “go the extra mile,” it’s easy to overlook the power of the extra inch. The secret to exceptional customer service isn’t grand gestures or expensive perks—it’s the tiny, thoughtful actions that leave a lasting impression. Going the extra inch is about mastering the art of the unexpected. It’s about creating emotional connections through small acts of kindness and thoughtfulness. So, the next time you think about how to delight a customer, remember: You don’t have to go the extra mile. Just go the extra inch. You will get miles of loyalty. #Marketing #CustomerExperience #Loyalty #Advocacy

Your customers don’t trust you (yet)… here’s how to fix that. Earning trust isn’t about flashy marketing or big promises— it’s about what you do every single day. Here’s the thing: Without trust, your business is running on fumes. Customers are smarter than ever. They can spot insincerity from a mile away. And if they don’t trust you or worse, if they don’t feel valued they’ll go elsewhere. So how do you earn their trust, make them feel truly valued, and create engagement that keeps them coming back? Here’s what works: 1. Start by listening (and act on what you hear).   * Run surveys, host focus groups, or jump on 1:1 calls with your customers.   * Pay attention to their pain points, frustrations, and needs.   * Most importantly: Implement their feedback. Listening without action destroys trust faster than ignoring them altogether. 2. Personalize every interaction.   * Address your customers by name.   * Tailor your messaging, offers, or coaching to meet their unique needs.   * Remember: No one wants to feel like a number in your CRM. 3. Be transparent—even when it’s uncomfortable.   * Made a mistake? Own it immediately.   * Raising prices? Explain why.   * Customers value honesty, even when the truth is hard to hear. 4. Engage meaningfully by creating value.   * Share free resources, Q&As, or tips they can use immediately.   * Celebrate their wins—whether big or small.   * Build community spaces for connection (think LinkedIn groups, Slack, or live events). 5. Go above and beyond with small, thoughtful gestures.   * Send handwritten thank-you notes.   * Offer surprise perks, like early access or exclusive discounts.   * Follow up on personal details they’ve shared with you (yes, remembering their kid’s soccer game matters). 6. Stay consistent.   * Deliver on your promises every time.   * Focus on quality over quantity—customers will forgive a missed update, but not mediocrity.   * Regularly measure satisfaction and make improvements where needed. Building trust isn’t rocket science—but it does take effort. Focus on these six steps, and you won’t just earn trust. You’ll build relationships that last a lifetime. Which of these are you already doing?
 Let me know in the comments I’d love to hear how you earn your customers’ trust. ♻️ Share if you wan to build trust in your market 🔔 Follow Mike Hays for more trust tips.

10 Ways to Show Up for Your Customers Most businesses lose people after the first step. Why? Because they don’t make people feel seen. And when people don’t feel seen, they don’t come back. Here’s what usually happens: → Messages get missed → Questions go unanswered → Trust fades fast And just like that, the customer disappears. But when someone gives you their attention, every message is your chance to show them they matter. Here’s how to get it right at every touchpoint: 1. Reply within 24 hours ↳ Set up friendly auto-responses that include their name. ↳ Then let your team take over when it’s time to go deeper. 2. Confirm what they can expect next ↳ Expectations remove anxiety. ↳ Tell them what happens next and when they'll hear from you again. 3. Send a check-in mid-project ↳ You don't need to wait for a problem to reach out. ↳ Quick updates keep the relationship strong, even if it's just a "we're on track" message. 4. Reduce steps in your delivery ↳ Make the process smooth and simple. ↳ The less they have to click, chase, or explain, the better. 5. Personalize your automation ↳ Automation should reflect empathy, not erase it. ↳ Use their name, goals, and small details to make them feel seen. 6. Call out specific progress ↳ Saying "everything's great" isn't enough. ↳ Be detailed. It shows you're invested in their journey. 7. Answer every open question ↳ Unanswered questions make people feel ignored. ↳ "I don't know yet, but I'll find out" earns trust. 8. Provide a clear wrap-up ↳ Leave people with clarity. ↳ Recap wins, next steps, and what they can come back to you for. 9. Follow up 7-14 days later ↳ Showing up after transactions turns clients into loyal fans. ↳ A small "How are things going?" is more powerful than you think. 10. Leave behind something useful ↳ A resource, recommendation, or personalized offer. ↳ It doesn't have to be flashy, it just needs to be thoughtful. Every message, interaction, and detail adds up. When you get the formula right, you'll make every customer feel like a million dollars. What's one small thing you do that makes customers feel seen? ________________ ♻️ Repost to pass this along to folks who'd appreciate it! ➕ If you like what I share, go ahead and follow Lise Kuecker!