Of course everyone knows you need a remarkable customer experience in order to survive today, but few marketers and organizations really deliver one that’s unique and that drive results in any way. Creating an exceptional customer experience is pretty simple really – you only need to do one thing – be intentional.


See, the secret to success when organizing your customer experience isn’t quantity of tools or tactics – it’s intention. If you pay attention to all customer touchpoints with the intention of finding ways to create awareness, build trust and permission, educate and convert, you’ll likely create an asset that provides a massive return.

People don’t need more ads, emails, ebooks, webinars, workshops, phone messages, sales meetings they need a experience that helps turn their interest to purchase. You must think about every touchpoint in a very intentional way rather than simply creating yet another marketing initiative.

In other words, you need to assign specific business objectives for each business function in a way that walks someone from awareness about your business all the way down to the point where they become a customer (conversion).

It’s my belief that everyone in an organization who comes into contact with a customer (which includes employees or a prospects) must be generating awareness, building trust, educating, converting or they’re eroding the business. Each of these business objectives must be mapped into an process that allows you to build marketing campaigns and programs that will serve as an asset.

Below are examples of how some business functions must be used in some strategic fashion to guide prospects or potential candidates along to the point where they become customers or employees.

No matter if you’re a CEO, CMO, Business owner, Entrepreneur or run a department, this is your framework of action.


  1. Awareness – Marketing creates awareness through determining every possible way that your business comes into contact with a customer or prospect. Generally speaking content, advertising, referrals and networking will be how awareness for your company is generated.
  2. Build Trust – This is where your marketing incorporates customer testimonials, case studies and success stories create a trust-building asset. SEO efforts and Social Media participation also play an important role in building trust.
  3. Educate – People want to be educated not sold. They will sell themselves if you just stick to educating.Your marketing must focus on the problems and desires of your prospects and customers. Healing those true pain points with content (okay, a bit over the top, but true none the less).
  4. Convert – The goal of marketing is to create and keep customers. Ultimately your marketing must build the know, like and trust needed for your prospect or customer to take a step or action that essentially signals you have permission to interact with them.


  1. Awareness – Most business leaders don’t tend to think of sales as a awareness activity, but it definitely is. When looking at marketing as a big process that encompasses all promotional and messaging, selling is just a more personalized form of awareness. Awareness for your company is best generated by attending in-person events, sharing content on online channels and warm phone conversions.
  2. Build Trust – Trust is the single most important ingredient for a sales team. For a great customer experience sales teams must be equipped with buyer-centric content and sales presentations. Trust can also be transferred from marketing initiatives if it’s building credibility and awareness, communicating core differentiators, setting expectations and proposing the next steps.
  3. Educate – The modern sales rep today has no choice left but to develop a reputation for being someone who can teach, so they can get invited to the places where they have the opportunity to sell. Sales reps need to write, speak, network and follow-up. Socially savvy sales reps already understand this and are becoming content publishers, curators, finding and sharing content and in doing so becoming known as someone who delivers value, without the exchange of money.
  4. Convert – The belief of your sales team when it comes lead conversion must be that a sale isn’t complete until the customer receives the result they are expecting. This mindset suggests that the salesperson should be intimately involved in delivering extreme value through measuring results, introducing new ways to use old products, solving problems and digging up referrals at significant moments.


  1. Awareness – When I refer to the administrative staff I’m including the CEO or president, COO — chief operating officer — and secretarial staff. This core group of people create awareness through their public relation efforts. Most notably this will be from social media profiles, thought leadership and getting positive mentions about the business, products, people and events in publications.
  2. Build Trust – The administrative staff usually requires interacting with customers, outside vendors, employees or stakeholders so building trust through “moments of trust” through strategic communication and strategic interactions are key here.
  3. Educate – Every interaction your administrative staff has with outsiders should involve some form of continual education about the company core values, processes, mission and  differentiators. This education involves how phones are answered, how communication is sent out, the manner people are responded to, etc.
  4. Convert – The big conversation for your administration staff is when they have in some shape or form contribute in creating and keeping customers, whether those customers are employees, vendors, or stakeholders.

Human Resources:

  1. Awareness – HR can create awareness for the company through job postings or listing, career fairs and employee referrals for employment. Job ads and fairs must communicate the brand positioning statement and target and connect with your ideal employees.
  2. Build Trust – Getting job seekers and current employees to trust you is an important step towards acquisition and retention of employees. HR can build trust with job posting that are consistent with corporate messaging, communicating the application process, keeping and sharing accurate company information and adding an opt-in incentive for receiving job updates and alerts.
  3. Educate – HR plays an important role in educating job seekers and current employees on the company’s mission, values, and culture. This type of education can be done through website content, emails, telephone interviews, in-person interviews and training.
  4. Convert – The ultimate conversion for human resources is to create and keep profitable employees. This can be a process where a potential candidate may meet their future team or boss, has lunch with potential co-workers, tours the building and amenities, etc.

Information Technology:

  1. Awareness – IT can create awareness for the brand through attending and presenting at conferences, assisting with marketing phone message set-up, and knowledge check emails or training’s.
  2. Build Trust – IT can play an important role in building trust when company websites and phone systems go down. The reaction of visitors or employees when they land on your temporarily unavailable website or call your temporarily down phone system can devastating. Your marketing and IT can make your website and phone down time still build trust by having a creative error 404 messages.
  3. Educate – Speaking is one way to educate the IT industry on your company. Newsletters, emails and training seems to be the best way for IT professionals or departments to educate employees on your company’s network and keep computers running and safe and ensure employee email functions smoothly.
  4. Convert – Conversion for the IT department is to having outsider vendors and employees trust your company will be up to date on technology and handle any disruption promptly.

You’ve probably run across some of these suggestions in search for customer experience answers, but the real point here is that you’ve got to strategically employ awareness, trust-building, educating and conversion campaigns.