Posted on April 28, 2025 by Dennis Snow
I find that many businesses focus on completing tasks efficiently, but they fail to deliver an experience that makes a connection with the customer. True success comes from creating positive customer experiences that build loyalty and trust. Shifting from a task-oriented approach to an experience-oriented approach can set your organization apart and keep customers coming back.
We’ve all been there—walking into a business where an employee is technically doing their job, but you still feel like just another number to be dealt with. They process your order, answer your question, or complete your transaction, but something is missing. The task has been completed, but you feel like you’ve been processed. It wasn’t a bad experience, but it isn’t one that generates a connection or a feeling of loyalty.
On the other hand, when someone does their job with an experience approach, things are very different. They still get the tasks done, but they do things in a way that makes you feel welcome and valued. There’s a sense of connection that inspires loyalty and positive word of mouth.
And in a world where most products and services are pretty interchangeable, anything that creates that feeling of connection can be the difference between a company that’s thriving versus a company that’s struggling. That’s why one restaurant has a line of guests waiting to get a table and a restaurant right across the street is going out of business.
I’m sure you can think of many examples of the task mentality versus experience mentality. I know I sure can:
The restaurant server who asks if everything is okay while quickly walking by your table versus the server who stops and asks if your medium rare steak is cooked just right. They really want to know.
Or the nurse who silently and mechanically draws your blood versus the one who talks with you when they see you’re anxious about needles, like me. I like them to tell me how brave I’m being, and maybe give me a dinosaur band aid.
Or the doctor who rushes you through a conversation with one hand on the exam room doorknob versus the doctor who sits down across from you and genuinely wants to answer your questions or concerns.
Or the checkout clerk who robotically says “have a good day” while turning to the next customer versus the one who says “enjoy that salmon, it looks great. See you next time.”
In each of these cases the employees are technically doing the same job, but the feeling is very different. In one case you feel processed, in the other you feel valued. And that’s all the difference in the world.
Because of my Disney background, I of course have to give a Disney example. Custodians at Disney World have a tough job. Cleaning a place jammed with guests on vacation is hard. The task is to sweep the streets, empty the trashcans, clean tables, etc. But because they get more guest contact than just about any other cast members, they’re experts on the parks. They’re on the lookout for confused guests ready to help with directions, and carry park maps with them to give to guests who need them.
But what I love most is how they turn cleaning into a show for the kids. Using their broom and some water they’ll draw Disney characters on the street. They’ll sweep leaves into the shape of Mickey Mouse. People literally take pictures of the work they do. How great is that?
Our job as leaders, of course, is to set our employees up for success so they CAN create positive experiences. We need to provide the training, we need to encourage them, and recognize them when they do a great job with customers. We need to share best practices so that good ideas spread. We need to make sure they have the tools they need to be great with customers and empower them. Give your team the flexibility to solve customer problems quickly and effectively.
Here are some discussion starters to use with your team:
"Describe a typical customer interaction you would have on the job. What behaviors or language would demonstrate a focus on creating a positive experience, compared to simply completing the task?"
This question gets your team thinking beyond the mechanics of the job, which is what you want.
“Share an excellent experience you’ve had as a customer. What made it excellent? What can we learn or adapt from the experience.”
It’s good to look outside of our bubble for good ideas. Terrific ideas are out there.
“What can I do to set you up for success in creating great customer experiences?”
This shows you’re not just putting the burden on them. You’re acknowledging your role in the effort. You’re not going to be able to implement every suggestion, but some will be no brainers. If we just put this gizmo over here instead of over there, we could more easily greet customers as they come in.
The idea is to engage your team in coming up with ways to make customers feel welcome and valued. And that’s important no matter your business or how customers interact with your business.
Creating exceptional customer experiences isn’t about adding more work—it’s about shifting the mindset from simply completing tasks to making meaningful connections. When employees feel empowered and supported in delivering great experiences, customers notice, and loyalty follows. By fostering a culture that prioritizes engagement and value, your business can stand out in a crowded marketplace and turn everyday transactions into memorable moments.
About the Author
Dennis Snow is a business author, speaker, and consultant who helps organizations deliver world-class customer experiences. He is the author of two books, "Lessons From the Mouse: A Guide for Applying Disney World’s Secrets of Success to Your Organization, Your Career, and Your Life," and “Unleashing Excellence: The Complete Guide to Ultimate Customer Service.” Dennis can be reached at www.snowassociates.com, or at 407.294.1855.