Your customer just received their package. They open it and find:
A plain cardboard box
Product wrapped in plastic
Generic invoice
No personal touch
Meanwhile, your competitor's customer opens:
Branded packaging that begs to be unboxed on social
Hand-written thank you note
Surprise sample of new product
QR code to exclusive customer community
Guess who's getting the repeat order?
Example packaging design from Acne Studios.
Most brands think customer experience is just "being nice." It's actually your most underutilized revenue channel.
Every interaction is either building or destroying future sales:
🎯 Pre-Purchase Touchpoints
Website load speed (1 second delay = 7% fewer conversions)
Product page clarity (reduce questions = reduce abandonment)
Checkout flow (remove 1 step = 10% conversion lift)
🎯 Purchase Moment
Order confirmation copy (excitement vs. anxiety)
Delivery expectation setting
Cross-sell opportunities
🎯 Post-Purchase Journey
Shipping notifications (branded vs. generic)
Unboxing experience design
First-use onboarding
The $847 Example
A skincare brand redesigned their customer journey:
Added personal video message in shipping email
Included usage calendar in package
Created private Facebook group for customers
Result: Customer LTV increased from $180 to $847 in 18 months.
The Experience Audit Framework
Map every customer interaction and ask:
Does this moment build excitement or create friction?
What's the emotional state we want to create?
How can this touchpoint drive future revenue?
Quick Win for Tomorrow
Pick one touchpoint in your customer journey. Spend 30 minutes improving it.
The compound effect of better experiences beats any single marketing campaign.
What's the touchpoint you're going to improve first?
