Consumers are willing to pay more for products they can touch. “Touching” is an important part
of the customer experience. When small businesses make
emotional connections with customers and prospects, there is a much greater chance to forge
bonds that will lead to repeat and referral business. When a business does not make those
emotional connections, a customer may go elsewhere or may work with the business for the
moment—but never come back and not refer other customers or clients to the business. 
Many businesses may not appreciate that 50 percent of a customer’s experience is about how a
customer feels. Emotions can drive or destroy value.  “Customers will gladly pay more for an
experience that is not only functional but emotionally rewarding. Companies skilled at
unlocking emotional issues and building products and services around them can widen their
profit margins…Great customer experiences are full of surprising ‘wow’ moments.” 
Small businesses should learn and think about how to market a great B2C customer experience,
not just a product or a service.  Design an experience that is emotionally engaging by mapping
the customer’s journey—and then think of ways to please, perhaps even delight, the customer
along that journey. A history of sustained positive customer experiences will increase the
chances that a business will be chosen over its competition. 
Meaningful, memorable, fun, unusual and unexpected experiences influence the way
customers perceive you in general and feel about you in particular. These little
details are so easy to overlook, so tempting to brush off as unimportant. But add a
number of seemingly minor details together, and you end up with something of far
more value than you would without them.
It’s the little details that keep a customer coming back over and over, it’s the little
details that cause a customer to rationalize paying more because she feels she is
getting more, it’s the little details that keep people talking about you and
recommending everyone they know to you.
Anyone can do the big things right; it’s the little things that differentiate one business
from another and that influence customers to choose one over the other. Often,
small-business owners cut out the little details when times get tough, and this is a big
There is, however, no one-size-fits-all design for customer experience in the B2C market. Small
businesses vary in terms of the size, industry, and nature of the business, so customer
experience planning and design will necessarily differ in accordance with these factors. The
customer experience for a 1-person business will be very different from an experience with a
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