Why Having Good CX is Great for Your Brand!

 Customer Experience. Or, as the cool kids in marketing departments call it: CX. Because nothing says “we care about the customer” quite like turning their feelings into a snappy two-letter acronym!

CX is the invisible glue that holds your brand together. It’s also the invisible wrecking ball that can really end up smashing it to bits when you neglect it – and the best part? Everyone pretends to know what it means. Executives nod along in meetings, agencies toss it into decks, and customers just sort of live it like guinea pigs in your grand business experiment.

But here’s the kicker: having good CX is actually great for your brand. Revolutionary, I know. So let’s get to grips with CX and dive in!

First Things First: What the Heck is CX?

CX is shorthand for every single interaction your customer has with your brand. Not just the shiny Instagram ad you paid too much for, or the glossy packaging with minimalist fonts. We’re talking everything, from how easy it is to find your website, to how polite your chatbot sounds before it inevitably gives up and transfers you to “Dave” in customer support. (But lets be real for a minute, chatbots are a CX nightmare and I’d never personally recommend them.)

Good CX means customers actually enjoy these interactions, or at least don’t hate them. Bad CX? That’s when your online checkout requires twelve passwords, three security codes, and a blood sample before letting someone buy a £5 pair of socks. You want the customer journey to be relaxing, and enjoyable possible, ideally without having a load of steps and complicated procedures that may ultimately end up driving your customer away.

Happy Customers Spend More!

You don’t need a PhD in consumer psychology to know this: when customers like you, they give you money. The smoother you make their experience, the more likely they are to part with their hard-earned cash. Happy customers are more likely to purchase and also more likely to return. This gives you a definitive marketing edge.

Think about it: would you rather shop somewhere that remembers your preferences, makes checkout painless, and delivers quickly or somewhere that makes you re-enter your address each time like some sort of Groundhog Day punishment dragging you through ten million CAPTCHAs on every single page because Cloudflare is badly optimised?

The answer is obvious. Even Jeff Bezos built an empire on the back of “one-click ordering,” which is just fancy talk for “we won’t make you type your postcode again.” Amazon is a great example of good customer experience with only one explicit flaw. – Cancelling Amazon Prime is as complex as they can make it without it being completely alienating.

Bad CX is Basically Free Marketing… For Your Competitors

Every time you frustrate a customer, you’re doing your competitor’s job for them. Bad CX is a form of charity, except instead of helping puppies or planting trees, you’re boosting someone else’s quarterly sales as customers flee in droves to go absolutely anywhere else. This must be avoided at all costs.

Imagine you own a café. Your coffee is fine, but your staff sigh dramatically every time a customer asks for oat milk. Next door, another café offers the same mediocre coffee, but the barista smiles and calls customers “mate.” Guess which café wins? Hint: not the one with the passive-aggressive eye rolls. *Sigh, why am I even writing this.* Did you feel how I just brought the mood down? I’m writing this because I love you and want your company to succeed!

Word of mouth spreads faster than you can say “brand reputation.” And in the age of Facebook (Or Meta… Feta maybe – Or is that too Cheesey?) , one customer’s rant about your clunky returns process can turn into a viral PR disaster before lunch.

CX Builds Loyalty (AKA, the Holy Grail of Marketing)

Loyalty isn’t about bribing customers with yet another punch card (“Buy 10 sandwiches, get 1 free!”). It’s about building trust. (That said though these cards can be effective at customer retention. I’ve used them with several restaurants I’ve worked with – but Marketing is another blog.)

Good CX makes people feel valued. They’ll forgive the occasional mistake if they know you generally have your act together. On the flip side, poor CX means they’ll leave faster than a cat hearing a vacuum cleaner. When working on your Brand Reputation, I always recommend responding cordially under ALL circumstances, no matter how negative the review, because other people reading that review will also read your response, and that’s an advertisement on how your brand handles things under pressure.

Think about Apple. Are their products genuinely life-changing pieces of innovation? Sometimes. But often it’s just good CX – seamless stores, intuitive packaging, tech support that doesn’t make you cry or that keeps people firmly locked in the iEcosystem.

It’s Cheaper Than Constantly Buying New Customers

Acquiring new customers costs way more than keeping old ones. It’s Marketing 101. Yet so many brands treat CX like an afterthought, preferring to blow their budget on flashy campaigns instead.

But here’s the thing: you can spend millions on ads to lure people in, and it won’t matter if your CX sucks. They’ll buy once, hate the experience, and never come back. Congratulations! You’ve just burned cash faster than a bonfire in a wind tunnel.

Meanwhile, brands with solid CX don’t have to try as hard. Their customers keep returning because it’s just easier. Good CX turns transactions into relationships, and relationships into recurring revenue.

It Makes You Look Less Evil

Let’s be real: people don’t inherently trust corporations. They assume you’re out to fleece them. And to be fair in the corporate empire, they’re often right to be suspicious.

But good CX is your chance to seem less evil. A friendly support team, transparent policies, clear communication – it all adds up. Suddenly, you’re not the faceless brand trying to squeeze pennies out of wallets; you’re the helpful, friendly company that genuinely cares. This is better than giving your customers a robotic minefield of off putting madness to deal with.

Think of CX as a kind of corporate disguise. Sure, you’re still a business chasing profits, but with the right CX, customers might actually believe you’re in it for their happiness. Which you should be, to be fair. A happy customer is a regular customer.

Your Employees Will Thank You

Here’s a little-discussed side effect of good CX: it makes life better for your staff too.

When your processes are broken, when your customers are constantly angry, who do you think absorbs the rage? That’s right your employees. Nothing demoralises a team faster than being screamed at daily over problems they can’t fix. Smooth internal systems can make it easier to deal with but ultimately, it’s better for staff if they don’t have to deal with a tidal wave of relentless rage rampaging into their ears. Problems with the customer experience can lead to distracting from the main goal of running your company efficiently so it should be avoided at all costs.

By improving CX, you reduce friction not just for customers but also for staff. They’ll spend less time apologising and more time actually doing their jobs, and happy employees tend to create happier customers. It’s a virtuous cycle. Or at least less of a vicious one.

It Future-Proofs Your Brand

Markets change, tech evolves, trends come and go. But one thing that never changes? People like being treated well.

If you invest in CX now, you’re not just fixing today’s problems, you’re preparing for tomorrow’s. Customers who trust your brand are more likely to follow you through changes, whether that’s a new product line, a website redesign, – the true horror of a total re-brand, or that terrifying moment when you replace half your human support team with robots. (You don’t want to do that, Dave!)

CX is your insurance policy. It cushions the bumps of growth, pivots, rebrands, and any other internal changes!

How to Actually Improve CX

Okay, so we’ve established that CX is great for your brand. But how do you actually do it without collapsing under the weight of endless customer surveys?

A few useful pointers:

Map the journey: Figure out every touchpoint where customers interact with you. Spoiler: it’s more than you think.
Remove friction: If something feels like a hassle, it is. Fix it.
Listen (for real): Not just with those “How did we do today?” surveys no one fills out. Actually read feedback and act on it.
Empower your staff: Give employees the tools and authority to solve problems. Customers hate being bounced around more than they hate price increases.
Stay human: Jargon, robotic scripts, and automated nonsense might save you money short-term, but they erode trust long-term.

At the end of the day, CX isn’t rocket science. It’s about treating people like people, not data points. It’s about reducing pain points, adding little delights, and remembering that behind every click is an actual human being who just wants things to work.

Good CX doesn’t just improve your brand – it is your brand. Because your brand isn’t really your logo, your ads, or even your product. It’s how people feel when they deal with you, and if you can make them feel good, they’ll keep coming back, wallets open and hearts (somewhat) warmed.

So yes, having good CX is great for your brand. But don’t take my word for it, try fixing your checkout page, streamline your support, or stop making customers jump through hoops just to cancel a subscription. Watch what happens. Spoiler: it’s probably more profitable than your next overpriced rebrand.

At Vani Malik Consulting, we try to keep the customer experience as simple and effective as possible, so if you enjoyed this and think we can do a few things to help you, contact us today!