Steak, a new sweater, perfume, sunglasses, a bottle of wine, a new computer…. Retail and restaurant industry professionals could create a list that would never end of “things” their customers buy. However, I would argue there is one thing that ties each of these purchases together and that is the customer experience. Successful business professionals know that their customer wants far more than the immediate product you are offering. They want to feel good and take in the entire experience. Can mostly everyone buy a steak from the grocery store and cook it themselves at home? Of course. At the same time, do people go out and buy a filet for $35 and up? Most definitely. The defining factor in that seemingly “counter-intuitive” purchase is the experience.
I don’t even know how many times I have purchased something, brought it home, and wondered why I bought it. For some reason, it just didn’t have the same appeal as it did while I was in the store. I was buying into the experience.
A great example of a store that knows how to create a customer experience is Bath and Body Works. From the smells, to the decorations and displays, 
they really know how to get customers caught up in the experience, ambiance, and design of their stores. For this reason (as well as phenomenal branding) Bath and Body Works can demand premium prices for their body care. If Bath and Body Works products suddenly became available at Wal-Mart all the appeal would be lost. People would no longer be willing to pay $10 and up for their favorite shower gel. The price of the product is justified because of the experience the customer receives when shopping at their stores.
How to begin optimizing your customer’s experience:
1) Find out what your specific customers are really buying. Ask yourself what your customer is experiencing when they walk in your door.
2) Talk to your customers. Get feedback from them. Ask them how they feel. More than likely, they will be pleased to help out since you are taking a sincere interest in their opinions.
3) Do not suffer from “tunnel vision.” Gain a clear picture of what is really going on and how it can be improved. Heed the feedback you receive with an open mind.
4) Get your employees on board. Every employee is marketing your business and playing a key role in your customer’s experience.
