Focus on Your Customer Experience

Customers’ perceptions of your business can really make or break a business. Deliver quality experiences and products, and they’ll quickly sing your praises on social media; mess it up, and they’ll tell the world even faster. Fast growth depends on making your current and potential customers happy with their experience, DeHetre said.

“Compared with large companies, small businesses are nimble, and often better able to see, anticipate and respond to their customers’ needs,” DeHetre said. “The most successful small businesses exploit this advantage, by bringing new and innovative products and services to market more quickly and developing and nurturing long-term customer relationships.”

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Dennis Tanjeloff, president and CEO of Astro Gallery of Gems, agreed. He said listening to your customers and giving them what they want is of utmost importance. “Diversify your offerings so you can best cater to the customers’ changing tastes,” Tanjeloff said. “Remember, you are here to serve the customer — it’s why you are open for business.”

Cornell noted that engaging with your audience is crucial, but personalizing the experience can boost and strengthen that relationship. “At Manhead, we come up with unique creative designs, customized storefronts and pop-up shops personalized for each band [we work with] to help them engage with fans in a new way,” Cornell said.

Key takeaway: Smaller businesses are usually more nimble and can quickly adapt and respond to customers’ needs. This can be used as an advantage over larger businesses by bringing new and innovative products and services to the market.