As a consumer, have you ever had such a good experience with a company that you would never even think about switching to a competitor? 

This is called a positive customer experience. 

And is definitely something every business should guarantee for its clients.

In this guide, we’ll go over what customer experience marketing entails, why it is so important to your brand, and how others are making it work.

What is Customer Experience Marketing?

In a more formal sense, customer experience marketing is a specific type of brand strategy that puts the needs of your buyer personas and the act of providing value ahead of simply making sales.

It is a specific strategy designed to greatly improve brand loyalty, boost social proof, and make the overall customer experience journey longer by increasing the number of interactions.

Essentially, customer experience marketing is about putting the needs of your client ahead of the interests of the company.

What is the Difference Between Customer Service and Customer Experience Marketing?

In short, the customer service process starts the moment a client needs assistance with a particular issue or in answering a question.

While customer service is part of the customer experience, it is not all-encompassing. 

Rather, customer experience starts the moment the buyer becomes aware of your brand and doesn’t stop after service issues are resolved.

Building a Customer Experience Marketing Strategy

Now that you know the importance of having a strong customer experience marketing strategy, let’s look at ways you can make this happen for your organization.

While your path might vary based on the niche you’re in or how your target market typically responds, each step is generally universal.

Step One: Think in Terms of Value and Education

Where most companies go wrong with customer experience marketing is that they don’t think about their ideal buyer persona’s needs.

The first step in crafting a winning strategy is to step back and think about who you’re trying to attract and what you can do to help.

Offering an online educational database about your industry or product, providing free tools, or giving useful advice via your blog all show that you’re committed to their success, whether they ultimately purchase from your company or not.

Step Two: Review Data & Make Changes

You might not think analytics have anything to do with the customer experience, but they do. 

Most tools and platforms offer tons of data about consumer behavior, which gives you an unspoken way to learn about the patterns of your customers.

Pay close attention to this information and make adjustments accordingly. 

If there is something glaring that keeps coming up, take care to really improve the issue so that it is totally resolved for everyone.

It’s funny how often companies look at the analytics and start making wild changes to their strategy, sort of tossing ideas at the wall to see what sticks. Just because customers gravitate toward a specific feature or page doesn’t mean it’s the only thing that matters; sometimes people get sidetracked or lost. The key is to dive into the why behind the data, not just the what—otherwise, you end up fixing symptoms rather than root causes.

And there’s also a tendency to obsess over big, flashy feedback while missing the slow drip of smaller complaints. Those little, recurring annoyances? They’re probably doing more damage to loyalty than any one-off catastrophe. It’s usually the subtle friction points—a weird checkout flow, an unclear FAQ, whatever—that quietly nudge people away. A bit of humility and curiosity here can go a long way, even if it means admitting your “great” system isn’t quite as intuitive as you thought.

Step Three: Ask for Input

Perhaps the best way to improve your customer experience marketing strategy is getting input straight from the source.

Customers are usually quite pleased to provide feedback on their experience with your company if you give them a small token in value as an exchange for their time. 

For example, a coupon code or a small free item in exchange for an honest opinion is a great way to gain testimonials you can use in various aspects of your marketing campaigns.

Where a lot of companies go wrong is they simply forget to ask for this information, which means they never get that valuable feedback. 

Instead, ensure you have a plan for this process.

Step Four: Train Your Team Accordingly

As we previously mentioned, your employees are the face of your business. 

If they aren’t on the same page in regards to offering a positive customer experience, then you’ll have a hard time making this happen.

Use training tools to ensure your team is doing everything possible to create a positive customer experience. 

In some cases, this might be a customer service agent who regularly communicates with your clients providing top-notch assistance.

Or it could even be someone in your manufacturing department who never meets the customer, but knows their job ultimately determines if a product is well-liked by your target base.

By reminding them on a regular basis that their contribution matters, you can improve the overall customer experience in the long run.

Step Five: Use Automation

Yes, it is possible to use customer experience marketing without stretching yourself too thin.

There are tons of great automation platforms out there that make it easy to follow up with clients, ask for reviews, or even see if they have questions before making a purchase decision.

Whether you simply want to up your engagement on social media or automate abandoned cart emails for your online store, these tools are a great way to make it happen.

Customer Experience Marketing Examples

If you’re looking for examples of companies who understand the positive power of customer experience marketing, we’ve gathered a few that our Rock Content team found exceptional.

Chewy

The online pet retailer has long been known for its positive customer experience process. 

Not only do they regularly send out handwritten cards for birthdays, they have also been known to send flowers to autoship customers who call in to cancel due to the death of a canine companion or feline friend.

While the gesture itself is touching, it proves that going the extra mile for a customer — whether that’s a grieving pet parent or someone else — can create immense brand loyalty for the long haul.

Lego

When most people think about the company’s small and colorful bricks, they fondly remember playing for hours as a child. 

Or as a fun-loving adult, too!

But part of what has made the toy manufacturer such a lasting brand is its commitment to positive customer experiences over multiple decades.

When customers either lose or notice a brick is missing from a set, they can write to the company and have new ones sent for free. 

But they don’t just stop there. Each response is crafted based on the situation and customized to the customer’s unique context.

Starbucks

While individual customers might have something to say about a certain local barista, the company as a whole uses social media to try to improve customer service. 

They are known for using empathy in their responses and the occasional bit of humor.

Furthermore, they’re widely known for reaching out to those who have had a bad experience and offering an incentive for a second chance to make it right. 

While this might seem like a small gesture, from a brand loyalty perspective it is an excellent way to keep customers walking through the door.

Wrap Up: Using Positive Customer Experience Marketing to Improve Brand Loyalty

Loyal customers are the key to company longevity. 

If you’re looking to increase sales and improve your brand image, now is the time to implement some of the tips we’ve included here.

One additional way to do this? 

Through content marketing that delights and inspires, which is something we cover in this issue of Rock Content Magazine!

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