Episode Details

Good marketing can get the customer through the door - but what happens next is what keeps them there.

This week, Chantel is joined by customer experience expert Emily Elvey to unpack the part of business that too often gets overlooked: what it actually feels like to be your customer.

With experience behind brands including MESHKI, THE ICONIC and M.J. Bale, Emily shares why customer experience is so much more than customer service, what brands get wrong when chasing acquisition without thinking about retention and why your CX team deserves a seat at the leadership table.

They get into everything from loyalty programs and returns policies to AI agents, community, scaling pains and the small communication gaps that can completely erode customer trust.

Plus, why customer experience might just be one of your most powerful forms of PR - because in the age of TikTok, one bad experience can travel very quickly.

If you're spending money getting customers in but haven't thought enough about what happens once they arrive, this episode is for you.

🎧 In this episode:

• Why customer experience ≠ customer service
• What breaks in the customer journey as brands scale
• Acquisition vs retention and why you need both
• The problem with treating CX as an afterthought
• AI, automation and the importance of good communication
• Why returns, policies and product issues are everyone's problem
• Customer experience as community, retention and PR
• Why understanding the psychology of your customer matters more than mapping a perfect funnel

And, naturally, Emily shares five things that are expensive… but absolutely worth the money.