Your marketing automation, advertising or business development team just landed a new customer.

Now, how do you earn that customer's long-term loyalty and encourage repeat purchases?

By delivering a memorable experience.

That means going beyond just providing "great" service. It requires actively looking for opportunities to surprise and delight that customer with unexpected value.

The ubiquity of e-commerce tools has de-humanized the buying process and lowered expectations of what a great customer experience is. But that makes it easier for you to create positive, lasting impressions by proactively going above and beyond.

As technology gives people quick access to an ever-expanding list of products and services, your customers are more likely to perceive what you sell as a commodity. But you can still insulate your brand. That process begins with an internal audit of the customer experiences you provide before, during and after the sale.