User Experience Practices That Nurture Customer Relationships

Stop treating every customer like a case study. According to our Evidence Gap report, 56% of marketers struggle to get direct access to customers. Why? My guess is that it’s because we’re always asking for a case study. And if customers don’t want to do one… things get awkward. Fast. But the problem runs deeper. We quickly wear out our best advocates because we use and overuse them once we find one. We're asking for too much all the time. Case studies, references, testimonials, you name it. And then we wonder why they stop responding. So, we're flipping the script and focusing on providing value instead of just taking it. Here’s what’s working for our marketing team right now: 1. Quarterly CAB meetings + a CAB Slack channel Using CAB meetings to help our customers solve real problems, not just UserEvidence-specific ones. The Slack channel keeps conversations going between meetings without putting us front and center. 2. Positioning customers as SMEs Featuring them in our content (like podcasts, video interviews, and events) builds their brands while showing off their expertise. It’s a simple way to give customers the mic and let them do the talking for us. 3. Marketing roadshow dinners Beyond connecting with our ICP, the real value is hearing directly from customers (what they love and especially what they don’t love) in a relaxed, no-pressure environment. 4. Prioritizing surveys over case studies Instead of asking for “the big thing” every time, we use surveys to gather proof at scale and include optional questions to identify potential advocates for future asks. This change in thinking has helped us build trust with customers, form real relationships, and create advocates who genuinely want to be associated with our brand.

Key learnings from 8+ Years of Customer-First Design 💡 1. Understand the customer’s pain points deeply: The most successful products don’t just solve problems, they solve the right problems. To truly understand what your customers need, immerse yourself in their world. Conduct deep, qualitative research, listen to their stories, and build empathy. Every feature, decision, and design should stem from this fundamental understanding. [Lesson]: Invest time in user research and listen to real customer feedback early and often. ___________________________________ 2. Agility is key, but don't compromise on quality: Startups require you to iterate fast, but a “move fast and break things” mindset shouldn’t come at the expense of delivering a seamless experience. Customers today expect a polished product, even in beta. Striking a balance between agility and quality requires thoughtful prioritisation of features and a focus on minimum viable experiences rather than just minimum viable products. [Lesson]: Create customer delight by balancing speed and quality, focusing on small but meaningful wins. ___________________________________ 3. Personalisation enhances customer loyalty: Personalised experiences make customers feel valued. By leveraging user data to tailor content, product recommendations, or communication, you create a more engaging experience. The more relevant your product feels, the more likely users are to stick around and become loyal advocates. [Lesson] Personalise wherever possible, be it through onboarding flows, UX, or content that speaks directly to individual user journeys. ___________________________________ 4. Simplicity is the ultimate sophistication: A customer-first experience should feel intuitive and effortless. Users shouldn't have to think too hard about how to interact with your product. Prioritise simplicity over feature-richness, eliminate unnecessary complexity that confuses users. Always test how users experience your product to ensure it’s frictionless and easy to navigate. [Lesson] Streamline user journeys by simplifying interactions and focusing on clarity over cleverness. ___________________________________ 5. Feedback loops are critical Listening to customers doesn’t stop at launch. You need constant feedback loops, whether through surveys, user testing, analytics, or support channels—to keep improving the product. What worked in the early stages of the startup might need refinement as you scale. Continually refining your product based on direct customer feedback is crucial to long-term success. [Lesson] Build strong feedback loops that keep you connected to customer needs, and iterate based on that insight. Customer-first experiences don’t just happen; they are the result of intentional design, deep empathy, and a commitment to continually evolve based on customer needs. #CustomerFirst #UXDesign #StartupLife #UserExperience #ProductDesign

A client recently said, “Our pricing has always been our biggest advantage, but it’s no longer driving results. What happened?” Here’s the reality: The market shifted. Your customers changed. But your strategy? Stayed the same. We hit the reset button, redefined their approach, and made a few key changes and boom: engagement shot up, brand loyalty skyrocketed, and sales exceeded expectations. All without a single price drop. Here’s the truth: Competing solely on price leads to a dead end. To truly stand out, your brand must offer more than just affordability. It has to be unforgettable. I call this the “Magnetic Brand Strategy.” It’s about building a brand people choose, not for the price tag, but for the connection it sparks. Here’s how you can create a brand that pulls people in: 🔸 Create Surprise Moments • Add unexpected details or experiences that catch customers off guard in a positive way. • Whether it’s a surprise gift, a thank-you note, or an unexpected feature in your product, these moments create buzz. The Results: Surprise moments build excitement and make your brand memorable, encouraging word-of-mouth marketing. 🔸 Partner with Unexpected Brands • Look for opportunities to collaborate with brands outside your industry to create something unique and unexpected. • Think limited edition products, special promotions, or events that bring something new to the table. The Results: Unconventional partnerships introduce your brand to new audiences and keep your offerings fresh and exciting. 🔸 Hyper-Personalization is Key • Move beyond general customer segmentation. Offer tailor-made experiences or exclusive offers based on individual behaviors. • Personalized touches make customers feel recognized and valued. The Results: Hyper-personalization strengthens customer loyalty and creates a stronger emotional connection to your brand. 🔸 Turn Your Employees into Brand Ambassadors • Encourage your team to represent your brand online and offline, not just as employees, but as passionate advocates. • By sharing personal experiences and enthusiasm, your team humanizes your brand and extends its reach. The Results: Customers trust people more than brands, so turning your employees into advocates builds authenticity and trust. 🔸 Build a Sense of Belonging • Build online groups, host special events, or add interactive features to your website. • When customers feel like they belong, they’re more likely to stay loyal and recommend your brand to others. The Results: A community-centered brand encourages long-term loyalty and gives your customers a reason to advocate for you. The market doesn’t care about your price tag anymore. What they care about is how your brand makes them feel—and how it fits into their lives. What’s the one thing you’re doing today to make your brand unforgettable? ⸻ ♻️ REPOST if this resonated with you! ➡️ FOLLOW Rheanne Razo for more B2B growth strategies, client success, and real-world business insights.