Dan Gingiss: Create Remarkable Customer Experiences

This interview with Dan Gingiss, author of The Experience Maker, delves into the essential role of customer experience in business success, emphasizing its power as a form of marketing and a key driver of loyalty and growth. Drawing from his 20 years in corporate America working with major brands like Discover Card and McDonald’s, Dan highlights the simplicity and accessibility of creating remarkable experiences that customers eagerly share. He argues that exceptional customer experiences generate valuable word-of-mouth marketing—often considered the “holy grail” in marketing—without necessitating expensive or complex strategies.

Dan stresses that customer experience is about awareness, attention to detail, and making small but meaningful touches throughout every customer interaction. He advocates for employees experiencing the brand themselves to truly understand the service standard they are expected to deliver, which fosters empowerment and creativity. When employees feel empowered and trusted to resolve customer issues with their judgment, businesses benefit from loyal customers who become ardent brand advocates—even more loyal than those who never encountered any problems.