27.10.2022

Marketing & Creative

Tips from a CX consultancy to delight clients in uncertain times

5 min read

Jess

Due to the multiple economic and political crises happening across the world, it can be difficult to create new business. That's why it's just as important to focus on delighting your current customers and creating a great experience for them, as well as looking at generating new business.

Global markets are facing a period of uncertainty due to economic and political instability. On the 13th of June 2022, the global economy entered a bear market, as confirmed by the S&P 500 Index. As US stocks fell by 3.9%, hitting their lowest point since January 2021. 

What does that mean for people and businesses? Bear markets are characterised by: recession, layoffs, high inflation, a drop in the stock market that affects commodities, and a general feeling of fear and dread. 

But why is this happening? Well, look at any country across the globe and you’ll see problems that showcase a similar climate. Europeans are facing an energy crisis spurred on by the Russian invasion of Ukraine. The US, like most countries, is entering a recession. The cost of living has significantly increased worldwide, due to high inflation.

So, what can CMOs do about it? During a period of instability, your focus should be on creating a good customer experience. According to PwC, 73% of consumers point to customer experience as an important factor in their purchasing decisions. 

Delight your customers during a period of uncertainty

Inbound marketing focuses on attracting leads with valuable content and then delighting the customer when they convert. To delight your customer and establish brand loyalty you should meet or surpass your consumers’ expectations. 

This involves creating authentic customer relationships, listening to your customers' needs and catering for them. During a period of financial instability, your focus should be on holding onto your current customers, and ensure that relationships with them are build to last throughout whatever economical upheaval might occur – because they value your brand, products and services that much. 

Getting to know your customers and their buyer’s journey will give you the tools to create more delightful and personalised experiences. When done correctly, your customers will return again and again because they always have a memorable, fantastic experience when interacting with your company.

Related: Why inbound marketing is key to an ethical sales process

Let’s explore a few solutions to allow you to upgrade your customer experience.

6 tips on how to delight your current customers

The best way to keep your customers is to create a better and more interactive customer experience. Below are a few tips you can use to better their experience and create a stronger connection.

1. Acknowledge and reward loyalty 

It always feels good to be rewarded – and rewarding customers for their loyalty will make them feel recognised and appreciated. It creates a stronger relationship between them and your brand. A reward that works well, especially in times of rising costs, is offering a loyalty discount on prices. This can make a big difference in purchasing decisions and customer retention.

2. Personalised communication 

From personalised emails to interacting with customers on social media — your clients should feel valued and seen by your brand. 

As an example, this can be done by thanking them for their loyalty over the years or wishing them on special occasions via the use of smart content.

3. A newsletter 

A weekly, monthly, or quarterly newsletter is the best way to keep your customers up to date with any industry news, product or service updates, and promotions you may have. 

It also gives you the chance to get creative and remind your customers of your brand, your values, and why you are the right business to buy from.

4. A loyalty program 

Similar to discounts, rewards programs, like those used at Amazon Prime and Starbucks, are a great way to recognise clients for their loyalty and create lasting customer relationships. 

Not only will they return to build their rewards, but also to use the points or earnings. Loyalty programs are a fantastic way for brands to stay at the forefront of a customer’s mind.

5. Ask for constructive feedback 

An email or rating questionnaire is a great way to understand what your customers want and how to improve your services. Don’t be scared of a little feedback – it could lead to inventive changes and delighted customers that want to stay with you for a long time. 

Tools like HubSpot’s Customer Feedback Software make getting customer feedback very easy and help you find clear points for improvements.

6. Invest in customer experience consultants 

Sometimes it’s worth investing in expert knowledge. If you’re not sure where to start or how to create a better customer experience, get a consultant involved to do the heavy lifting for you. Customer experience consulting services are a great way to improve your customer experience holistically and bring customer retention and growth to the next level.

Related: Discover why you should be focusing on customer experience in 2022

How Huble can help you with our dedicated customer experience consulting

Huble thrives on helping SMEs and enterprise businesses create delightful customer experiences that leave consumers wanting more. Our CX consultants work closely with your organisation to understand your customer base, and develop customer journey architecture and service design, to help you create a more interactive customer experience. 

Generate Demand & Build Brand Equity

Partner with Huble, a HubSpot marketing agency that understands the balance of strategy, creativity, and technical expertise. We help large and mid-market companies leverage HubSpot to elevate their marketing efforts.

Latest Insights

Marketing & Creative

15 min read

Essential HubSpot workflows you should implement in 2025

HubSpot workflows are the perfect way to automate professional processes. We unpack our favourite HubSpot workflows to showcase how useful they are.

Read more

Marketing & Creative

16 min read

How to run your first ABM pilot with HubSpot and Demandbase

In this article, we’ll guide you through the key steps to successfully launch your first ABM pilot using these two powerful platforms.

Read more

Sales & Revenue

17 min read

12 HubSpot Sales Reports you need in 2025

Explore HubSpot Sales Reporting, showcasing 12 powerful, customizable reports designed for sales leaders.

Read more

Marketing & Creative

6 min read

57% of leaders say they're AI-ready, only 8% actually are. Here’s why.

Explore the gap between leadership confidence and AI readiness, revealing why 71% of companies are rushing AI adoption without fixing their data strategy.

Read more

Websites & Portals

16 min read

Everything you need to know about HubSpot Content Hub

Learn all about HubSpot's Content Hub, including the key benefits and pricing, what's changing and how Marketers can utilise the platform.

Read more

HubSpot Implementations

14 min read

HubSpot data encryption: protect sensitive data across your business

Learn how HubSpot data encryption and HubSpot data protection safeguard sensitive information, ensure compliance, and keep your business secure.

Read more

Marketing & Creative

30 min read

111 Account-based marketing statistics you need to know in 2025

In this article, we look at 111 account-based marketing statistics that showcase how this strategy has transformed modern marketing.

Read more

Marketing & Creative

18 min read

Digital marketing trends for 2025 and how to leverage them

In this article, we dive deep into the most significant digital marketing trends of 2025 and how you can leverage them for your business.

Read more

Seek Evolution

6 min read

Huble proves HubSpot’s Enterprise Power with British Council

In this article, we reflect on Huble's journey to winning HubSpot's Product Excellence Impact Award for their work with the British Council.

Read more

HubSpot Implementations

13 min read

Can HubSpot be hacked? A guide to HubSpot’s Sensitive Data Tools

How HubSpot’s Sensitive Data Tools help businesses protect sensitive information, ensure compliance, and boost operational efficiency across teams.

Read more