WHY CUSTOMER EXPERIENCE MATTERS
EVEN WHEN YOU’RE A ONE-PERSON BUSINESS
WRITTEN BY: DAMIAN MILLER, FOUNDER, INTELLIGENT PURPOSE
When you run a small business, or you're going it alone, it’s easy to get caught up in the giant to-do list. There’s always something pressing to do, invoices, emails, social media, sales calls, fixing your website (again). So, thinking about customer experience can feel like a “nice to have” rather than a must-do.
But here’s the thing, when you’re a small business, the way your customers feel about dealing with you is often the only thing that sets you apart. You don’t have the marketing budget of a big brand. You don’t have a call centre. But what you do have is the ability to create a brilliant, personal experience that people remember and talk about.
And in a world where word of mouth, reviews, and recommendations make or break small businesses, that matters a lot.
What is customer experience, anyway?
It’s not just how polite you are on the phone or whether you send a follow-up email. It’s the full journey someone goes on with your business, from the first time they come across your brand to the moment they become a loyal fan.
That journey is made up of loads of small moments:
How easy it is to buy from you or work with you
How quickly you reply to a question
How engaged you are with your customers
Whether your emails are clear and helpful
How you deal with something going wrong
All of those touchpoints add up to how your customers feel about you. And that emotional connection is what drives loyalty, repeat business, and referrals.
So why does it matter when you're a small business?
Because small businesses don’t usually get second chances. If someone has a clunky, confusing or frustrating experience with you, they’ll disappear and go elsewhere.
They probably won’t even tell you why.
But give them a great experience, one that makes them feel understood, appreciated, and cared about and they’ll stick with you. They’ll come back. They’ll tell their friends.
And the best bit?
You don’t need a fancy system or a big team to make that happen.
So, what are some practical ways to level up your customer experience?
Here are a few simple actions you can take, no big budget or team required.
1. WALK IN THEIR SHOES
Take a step back and try going through your own buying process like a customer. Is it clear? Is it easy? Are you making people do more work than they need to? The goal is to remove friction and make things feel smooth.
2. SET EXPECTATIONS EARLY
One of the biggest frustrations customers have been not knowing what to expect. Be clear upfront about timelines, costs, and how things work. If there’s going to be a delay, tell them before they have to chase you.
3. MAKE IT PERSONAL
The beauty of being small is that you can be human. Use names. Remember things. Show appreciation. A simple “thanks so much for working with us, we really appreciate it” goes a long way.
4. ASK FOR CUSTOMER FEEDBACK (AND ACT ON IT)
You don’t need a massive survey. Just ask: “How was your experience with me? Anything I could improve?” Then actually listen to what they say and tweak things. It’s a quick way to spot patterns and fix small issues before they grow.
5. FIX THINGS FAST WHEN THEY GO WRONG
Mistakes happen. What people remember is how you handle them. Own it, apologise, and make it right. A speedy, genuine response often builds more trust than if everything had gone perfectly.
6. KEEP COMMUNICATION SIMPLE AND KIND
Whether it’s your website copy, emails, or social posts, ditch the jargon. Be clear, friendly and helpful. You don’t need to sound like a big deal. Just sound like you, but a version of you who’s easy to understand and lovely to deal with.
In summary...
Customer experience shouldn’t be a corporate buzzword. It’s a way of doing business that’s rooted in empathy, clarity and care. And when you’re running a small or solo business, it’s not just important it’s a superpower.
You don’t need a massive strategy. Just start by thinking about how you make people feel. Start small, stay consistent, and keep improving.
Happy customers don’t just come back, they bring their friends too. And that’s marketing money can’t buy.
ABOUT THE AUTHOR
Damian Miller is a customer experience expert and founder of Intelligent Purpose. He works with companies to grow loyalty, increase retention and even win new customers through optimising their customer experience. He does this by assessing customer journeys, providing guidance to improve, optimising onboarding processes, developing a customer focused culture within the business, and creating engagement & communication plans. He’s also an extremely valued & supportive member within The HoLT, and can be found at our Manchester meet ups every month, armed with a variety of delicious baked goods to share with his fellow members!
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