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Business Tips From the Editor - March 2026

BUSINESS TIPS FROM THE EDITOR

March 2026

Richard T. Hendee, Editor
The Silver Fox Advisor

                          “The Customer Experience"

According to Forbes Business, the Customer Experience is the second biggest issue facing small business owners, right behind AI. Forbes Business states, “Creating a positive Customer Experience” is becoming paramount for small businesses. The focus is shifting from just product quality and pricing to the overall experience customers have with a brand. This includes personalizing interactions and meeting customers where they are, whether online or in-person. Businesses that prioritize customer experience are likely to see better customer retention and satisfaction.

As small business owners, the Customer Experience is something that we can certainly do a much better job with than can big business. Just stop and think about your own experiences with big businesses today. How many big businesses have you dealt with where their customer service departments have been outsourced to third parties around the world, and you can’t understand the person you are dealing with on the other end? Or how many times have you been told something that someone was going to correct or make right, only to have to follow up because nothing happened?

I recently had a personal situation with one of the world’s largest medical device companies that makes a medical device, which I purchased at a local pharmacy. This device malfunctioned, which prompted me to call their “Customer Service Care Center”. After talking to three different people, all of whom I provided name, address, date of birth, product name and number, and a detailed description of why I was calling, I finally spoke to a person who supposedly had some idea of what they were doing. I soon realized she was reading off a canned speech checklist and was checking off boxes as we proceeded. After finally agreeing that the device in question had, in fact, malfunctioned and was out of their “reading tolerances,” she said they would replace the device, which she would mail. Further, they also required that the malfunctioning device be returned to them. The next day, I received a package, by FedEx overnight, in which to return the old device.  Seven days later, I received the new device by United Postal Service ground delivery! Someone had my priorities out of order, and I was certainly glad this was not a life-or-death issue, or I would not be writing this article.

This is just one example of how we, as small business owners, can provide a positive “Customer Experience”. We know most of our customers by name. If needed, we can have something hand-delivered the same day and work out the details later. 

Additionally, I would guess the people I spoke with in the example above were all doing exactly what they were trained to do, with no deviation from the policies and procedures that they must follow. As small business owners, we are typically more flexible and can make decisions locally and quickly.

Over the course of the next few weeks observe your business’ “Custom Experience”, talk with your employees, and survey your customers and nail down a set of positive, professional and outstanding “Customerer Experience” procedures and get a leg up on the big businesses where their customers are likely just a number, if that, and are floating around somewhere out there in cyber-space. 

If you need help with ways and techniques to improve your business’s “Customer Experience,” seek help or assistance from one of our professional Silver Fox Advisors who can provide guidance, direction, or a path forward in creating a positive “Customer Experience” for your business. We encourage you to visit our Website at www.silverfox.org.  There, you can learn more about our great programs and community outreach endeavors, about selecting a Silver Fox Advisor whom you can engage, or perhaps about becoming a member yourself.