The importance of client experience and why it is linked to business performance
Exceptional products and services dominate the marketplace. In such a competitive environment, businesses need to differentiate themselves. One-way SMEs can set themselves apart from their competitors is by providing clients with an outstanding experience. Excellent client experience will not only uniquely position a business but can also translate into tangible results.
What client experience can look like for you
Client experience refers to the overall impression that a customer forms, based on their cumulative interactions with an organisation. Touchpoints including the company’s website, advertising, product offerings, sales, emails, etc, all shape clients’ perceptions of a business. It is, therefore, vital that each interaction be positive and creates a lasting, favourable impression. According to Leigh Livanos, Head of Client Value Proposition and Experience at Standard Bank, “every interaction is an opportunity to earn trust and transform a moment into a memorable experience. True differentiation lies in placing client experience at the centre of everything we do” (Livanos, 2026).
How client experience can impact your business:
- Brand love: Over the long term, consistently delivering exceptional client service can lead to brand love, which in turn fosters loyalty and retention. Customers who have a deep connection towards an organisation are more likely to become brand advocates who promote and defend the brand through their testimonials, active participation, positive online reviews, and word-of-mouth-referrals. Through this loyal customer base, organisations can acquire new customers, increase retention, and sustainably grow.
- Differentiation: Providing clients with superior experiences can help set an organisation apart from its competitors. When differentiating, businesses often focus on aspects including product and price. Although these aspects can create a competitive advantage, it is often temporary due to replicability. Excellent client experience, however, is more challenging to imitate and, thus, can provide a sustainable edge.
- Financial gain: Outstanding experiences can translate to financial benefits. Businesses that create trust and loyalty through their customer interactions often obtain a return on their investment. By cultivating a loyal customer base, organisations increase profitability through recurring purchases, which in turn boosts sales. Additionally, satisfied customers are more willing to try new services and products, due to their positive experience with the brand.
How your business can deliver exceptional client experience
- Embed client centricity in your company’s culture: Foster a client-centric culture by adopting a proactive, client-oriented mindset throughout the business, from top management funnelling down to entry-level professionals. Ensure your products, services, and overall strategy are streamlined to meet the client’s needs, and all pain points are addressed promptly.
- Actively listen: Be willing to acknowledge your clients’ voices. Whether on public forums, phone calls, social media posts, email, surveys, etc, businesses need to listen to their customers’ feedback. Often, when negative feedback is circulated, companies seek a swift resolution. Although remedying a negative situation is important, ensure that the underlying issues that have led to the negative sentiment are addressed. In doing so, businesses can get to the root of the problem and better support their clients in the future.
- Take initiative: Businesses need to actively listen to their customers to understand what they truly need (not just what they say they need). Anticipating and genuinely understanding what clients want requires organisations to be proactive. As Henry Ford, once stated “If I had asked people what they wanted, they would have said faster horses” (in Johnson, 2024). Examples of steps SMEs can take to become more proactive include, using data to anticipate clients’ needs, educating customers on new features, and predicting FAQs and answering them in advance.
- Use tangible measurements: Specific tools and metrics can help indicate levels of client centricity. Examples of key performance indicators (KPIs) businesses can use include customer satisfaction score, net promoter score, customer support feedback, customer lifetime score, acquisition and retention rates, and customer loyalty programs. By using these metrics, businesses will be able to make data-driven decisions and better understand their clients and their needs.
Reference List:
Chitturi, S (2024). Top 10 reasons why customer experience is important. Available at: Top 10 Reasons Why Customer Experience is Important (Accessed: 22 April 2026).
Giva (2024). 20 Top strategies for proactive customer service plus examples. Available at: 20 Top Strategies for Proactive Customer Service + Examples | Giva (Accessed: 28 April 2026).
Johnson, B (2024). 8 Tips for becoming a customer-centric organization. Available at: 8 Tips for Becoming a Customer-Centric Organization (Accessed: 22 April 2026).
Saha, S (2024). The why, what and how of customer experience as a strategic imperative for growth. Available at: The Why, What And How Of Customer Experience As A Strategic Imperative For Growth (Accessed: 21 April 2026).