Client Experience is the New Competitive Advantage
In today’s fast-paced globalized business world, competition is fiercer than ever. Price wars and product innovations can give companies a temporary edge, but there’s one advantage that is not easily copied: an unforgettable client experience. This is a place businesses can differentiate themselves in a way that is sustainable, scalable, and deeply impactful.
The Shift Toward Experience Over Product
Jesse Cole, owner of the Savannah Bananas, has an amazing story. He didn’t set out to just create a baseball team—he created an entertainment experience. His philosophy? “If it’s normal, do the opposite.” Instead of focusing only on the game, he crafted a fan-first experience that includes dancing players, all-inclusive tickets, and a no-advertising policy. The result? Sold-out games and a waitlist that stretches into the hundreds of thousands. The product (baseball) is the same, but the experience is unlike anything else in sports.
Similarly, Will Guidara, the former co-owner of Eleven Madison Park, transformed a fine dining restaurant into an unforgettable hospitality experience. His concept of “unreasonable hospitality” turned a simple meal into a series of personalized, unforgettable moments. One famous example: a guest at Eleven Madison Park mentioned loving hot dogs, so the staff went out, sourced a New York street hot dog, and plated it elegantly at their fine dining table. That extra touch wasn’t necessary, but it turned a good experience into a legendary one.
Systems Thinking: The Engine Behind Client Experience
Exceptional client experiences don’t happen by accident. They are designed, implemented, and refined through systems thinking. Systems thinking helps businesses shift from reactive service to a proactive experience design.
Here’s how businesses can apply systems thinking to elevate their client experience:
1. Map the Client Journey
Businesses must step into their clients’ shoes and analyze every touchpoint—before, during, and after the purchase or service. Where are the friction points? What moments could be transformed into “wow” experiences? Like Jesse Cole’s commitment to surprise and delight, businesses should design experiences that go beyond expectations.
2. Standardize for Consistency, Personalize for Impact
Will Guidara’s approach to hospitality was built on systems—without a framework, delivering customized experiences would be chaotic and unscalable. The key is to create repeatable systems that ensure a baseline of excellence while leaving room for personalized touches that feel spontaneous and thoughtful.
3. Empower Your Team to Innovate
Both Guidara and Cole emphasize that front-line employees must have the freedom to create memorable moments. If your business runs on rigid processes that don’t allow for flexibility, you’ll miss opportunities to wow clients. Systems should support, not stifle, creativity.
4. Measure and Adapt
What gets measured gets improved. Businesses need feedback loops—client surveys, testimonials, and real-time observations—to constantly refine the experience. Jesse Cole continuously iterates on the fan experience by listening to what delights audiences most.
Action Items: Implementing the Client Experience Advantage
Inspired by Mike Michalowicz’s The Pumpkin Plan, here are three action steps to make client experience your competitive advantage:
1. Identify Your Sweet Spot Clients
Not all clients are created equal. Use the Pumpkin Plan principle of focusing on your best clients—the ones who appreciate your value, pay on time, and refer others. Engage them directly to understand what delights them most and build your experience around their needs.
2. Cut Out the Weak Links
Just like a pumpkin farmer removes unhealthy pumpkins to allow the best ones to thrive, businesses should remove services, processes, or even clients that hinder their ability to deliver an extraordinary experience. Where is your energy being drained? What’s stopping you from exceeding expectations?
3. Systematize Surprise and Delight
Great client experiences don’t happen by accident. Build a system that ensures special moments happen consistently—whether it’s a handwritten thank-you note, a personalized gift, or an unexpected upgrade. Small, thoughtful touches create massive loyalty.
The Bottom Line: Experience is the Future
It can be relatively easy to replicate messages and competitors can copy products ideas however, the way you make your clients feel is your ultimate differentiator. Just as the Savannah Bananas revolutionized baseball and Eleven Madison Park redefined hospitality, businesses that prioritize client experience will create loyal fans, not just customers.
Those who embrace systems-driven client experience will not only gain a competitive advantage but will also build businesses that thrive on word-of-mouth, repeat business, and deep client loyalty. The future belongs to those who don’t just sell a product or service—but craft an unforgettable journey.
Want to refine your own client experience strategy? Let’s talk about how systems thinking can elevate your business and create raving fans.