Creating a Unique Customer Experience

Each Athena Executive Club meeting includes Business Development Training. These short sessions are designed to share useful tips, facts and ideas covering a wide range of issues relevant to executives and entrepreneurs. In July, Gina discussed what it takes to deliver an excellent customer service experience.

Customer experience refers to every single interaction between your organisation and your customer as perceived by your customer, whether consciously or subconsciously.

A customer experience includes;

  • Rational Performance
  • Senses Stimulated
  • Emotions Evoked

More than 50% of the customer’s experience is subconscious – meaning it relates to how they feel.

A customer experience should support the vision and uphold the brand. It should be the perfect alignment between;

  • Brand promise
  • Customer expectations
  • Consistency

These elements are intuitively measured across every point of contact

Vision/Mission 1 – Can you identify which company this is?

“To be our customer’s favourite place and way to eat and drink.”

Goals – Quality, service, cleanliness, value

[Scroll down for the answer!]

Vision/Mission2 – Can you identify which company this is?

“To be widely recognised as the best luxury hotel group in the world.”

Guiding principles:

  • To completely delight and satisfy our guests
  • Being the best
  • A climate of enthusiasm
[Scroll down for the answer!]

3 questions to ask yourself when designing a unique experience:

 1.       Why do your customers choose you?

  • What makes you different/special?
  • You can’t be all things to all people
  • Define a strategy that guides these decisions and priorities

2.       Who are your customers and what is important to them?

  • Are they interested in cost? Luxury? Quality?
  • Focus on enhancing and strengthening that proposition

3.       How will you deliver it?

  • People, products, places, services, processes
  • Design and implement your processes
  • Then measure it (recognise and reward)
  • And manage it (business processes / systems / empowerment / innovate and improve)

And finally…

Foster a customer-centric culture

Culture is the glue that holds it together: Vision – Values – Customer Service

Culture is the bedrock of your organisation and the personality of your brand

Culture is embodied by how your people and your team behave individually towards each other and your customers

Your culture is the sum of all experiences – make it a good one!

“People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Maya Angelou

Check out the photos from this event on our Facebook page.

If you would like to attend the Athena Executive Club, please contact us for more information!


1) McDonalds

2) Mandarin Oriental Hotels

Gina RomeroAbout Gina

Inspiring entrepreneur, master networker, visionary business leader and unconventional business thinker, Gina Romero embraces every opportunity with boundless energy and contagious enthusiasm.

Managing Director of The Athena Network, Gina has been featured in Her World, SG Entrepreneurs and on 938LIVE ‘They are Making a Difference’ series, and has quickly become known for her ultra business networking and brand ambassador skills.  Gina is also honoured to be part of the Women’s Register team with Singapore Council for Women’s Organisations (SCWO), which enables her to bring her down-to-earth approach to aspiring female entrepreneurs and business owners.

Connect with Gina on TwitterFacebook, and LinkedIn.

The Athena Network, Singapore

Asia-Pacific’s Leading Business Community for Female Executives and Entrepreneurs Focusing exclusively on female executives and entrepreneurs, The Athena Network provides a platform for members to share knowledge and experience across a diverse range of industry sectors, and to collaborate for mutual success.

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