Aleksandr Zemel is the President of NYWD Inc, a global wholesale distributor of premium eyewear for optical stores.
Today’s business landscape isn’t defined just by products or pricing—it’s defined by experience. Customer expectations have evolved, and businesses that fail to prioritize the customer journey risk falling behind. Research shows that 80% of companies feel they are giving customers a great experience, and yet customers feel that only 8% of brands deliver on this promise. This presents a challenge and an opportunity.
In my 25 years in wholesale designer eyewear, one thing I’ve learned is that pricing alone isn’t what keeps customers coming back. We assume that in a competitive market, the lowest price wins—but that’s not the full story. I’ve seen firsthand how a service-driven approach can transform not just retention but also the entire trajectory of a business, creating loyal customers through being reliable and dedicated to solving their problems. People generally don’t choose brands based on quality or price—they choose ones that make them feel valued.
The Power Of Culture In Customer Experience
Tony Hsieh, the late CEO of Zappos, built an empire by creating an unforgettable service experience. His book Delivering Happiness outlines a powerful truth: A great customer experience (CX) starts with great company culture.
Culture is built on values that translate into everyday business decisions. When employees feel empowered, engaged and aligned with a company’s mission, they can create exceptional experiences that customers feel. Zappos famously offered employees $2,000 to quit if they weren’t fully committed to its customer-first philosophy. The result? A workforce deeply invested in delivering remarkable service, leading to higher customer retention and organic growth.
I believe the key is to define your organization’s core values and embed them into your hiring, training and decision making. It’s not enough to list these core values on your website—it’s about making them a non-negotiable part of how your business operates. Here are a few steps that can help you achieve this:
1. Anticipate customer needs before they arise. Great service starts before a problem exists. Make it a habit to look for potential issues and solve them proactively.
2. Prioritize human interaction over automation. Technology has its place, but when clients need help, nothing beats a real conversation. Invest in making support fast, accessible and helpful.
3. Focus on quality over volume. Not every business decision should be about growth at all costs. Focus on ensuring existing clients have the best possible experience rather than rushing to onboard new ones just to hit numbers. In my experience, a strong B2B relationship isn’t built on volume—it’s built on consistency, reliability and trust. When companies commit to these, customers notice, feel valued and stick around.
Personalization And The Role Of Technology
Companies that rely solely on chatbots or automated responses can miss the bigger picture: that customers want to feel valued, not processed. Even when you can leverage technology to anticipate needs, it’s still important to invest in real interactions.
Zappos’ customer service reps were known for spending hours on calls—not because they had to but because authentic connection was part of their brand identity. Here are a few strategies that can help you integrate personalization with a genuine human touch in order to stand out in an era of automation fatigue:
1. AI That Simplifies, Service That Personalizes: While AI can help you refine product recommendations and streamline ordering, the experience should remain personal. Clients shouldn’t feel like they’re dealing with a system but rather like they’re working with a team.
2. Tech That Works Quietly: AI can power operations, but real people should handle inquiries—no hold times, no automated loops. I’ve found that granting immediate access to support helps make interactions frustration-free.
3. Service That Helps, Not Sells: Don’t use calls to sell—use them to ensure clients have the resources, insights and support to succeed. When your clients grow, you grow.
Retention: The New Growth Strategy
Retention is about making customers feel like they matter. Many companies chase new customers but ignore retention, but according to Harvard Business Review (subscription required), acquiring a new customer is five to 25 times more expensive than keeping an existing one.
In my experience, prioritizing long-term relationships over one-time sales is an effective way to drive higher profitability and stability. A great product may attract customers, but great experiences keep them coming back. This is why brands like Apple focus on customer ecosystems rather than one-off purchases: because loyalty compounds over time.
Here are a few strategies I have found to be effective for improving retention:
1. Proactive Support: Address issues before they escalate. Follow up, check in and make customers feel cared for.
2. Surprise And Delight: Small gestures, from personalized thank-you notes to exclusive perks, can build loyalty.
3. Customer Feedback Loops: Treat complaints as opportunities. Refine and improve.
Key Takeaways For Business Leaders
• Culture fuels CX. Happy employees create happy customers. Define and reinforce values that drive exceptional service.
• Tech should enhance, not replace, human touch. Automation is powerful, but customers still crave authentic interactions.
• Retention beats acquisition. Focus on long-term relationships over quick wins. For example, a business offering sunglasses in bulk could drive repeat sales by ensuring high availability and cost-effective solutions.
• Be proactive, not reactive. Anticipate needs, eliminate friction and exceed expectations.
Products can be copied and prices can be matched, but experience is often the differentiator. Invest in culture, relationships and innovation. I firmly believe that companies that put people first—both employees and customers—will always beat the competition.
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