Delivering a Better Customer Experience

In 2011 I was running what I would call my first successful business venture. The photo booth for hire concept was about to explode, and I had only just started a few months into 2010. Nevertheless, the business was going great, and we were busy all week long.

I rented photo booth systems for 4-6 hours at a time. Along with the equipment, I also provided an experience host to ensure that everything was operational, but more importantly, the guests had a great experience.

Commit to the Experience First

Early on, I committed to one thing: deliver the best experience for my customers and their guests. The experience we created allowed me to build a long list of testimonials and command a higher than average rate. I was not the cheapest option. I was the best option.

As the popularity of photo booths continued to grow, so did my competition. More operators began popping up daily. They offered their services at prices much lower than mine. Even as the competition grew, I was able to continue to command a higher rate because the experience was the differentiator, not the equipment.

Automation as the Experience Multiplier

It was in growing this business that I learned about marketing automation. With my goal to create the best experience, I saw it as a tool that I could leverage to deliver that experience at scale. Personalized follow-ups after events. Automated review requests timed perfectly. Thank you sequences that made clients feel valued without me manually sending every email.

Automating systems of personalization allowed me to focus more on the customer and ultimately sell my business. The buyer was not just buying equipment and a client list. They were buying a system that delivered a consistently excellent experience without the founder being involved in every interaction.

The Leverage Point

I believe that marketing automation has the power to be the single greatest leverage point in your business. It will allow you to multiply all your efforts and deliver a better customer experience. The businesses that win long term are not the ones with the lowest prices. They are the ones that make every customer interaction feel intentional, personal, and effortless. Automation is how you do that without burning out.

Related: Know Your Customers Better Than a Concierge and Product Habits.