Written by: Vickie Sullivan | March 20, 2025
Proof that Customer Experience Influences Buying Decisions
There’s no shortage of discussions about how customer experience influences buying decisions. I’ve always understood the concept in theory—good service leads to loyal customers and referrals, while a frustrating experience drives people away. But recently, I experienced this firsthand in a way that drove home that message. It wasn’t just an abstract business principle anymore—it was personal.
Here’s what happened.
I commissioned an artist to create three custom pieces using my family’s vintage costume jewelry. I loved her work. I was so impressed that I couldn’t wait to tell everyone I knew. I envisioned sharing her name, recommending her talent, and sending her more business.
At first, things went well. The first two pieces were a hit with my family. They were stunning, unique, and exactly what I had envisioned.
But I will never work with her again. And I won’t refer her to anyone.
Why? Because while her work was beautiful, the experience of working with her was anything but. It was exhausting—filled with miscommunication, frustration, and unnecessary stress. The final piece she made for me, while gorgeous, was the opposite of what I had asked for. Now, I’ll have to spend hours fixing it myself.
Customer Experience Influences Buying Decisions More Than Talent
And that’s when it hit me: customer experience influences buying decisions far more than talent alone.
I can’t, in good conscience, recommend someone who made the process so difficult. I wouldn’t want to put my friends and family through what I went through. It’s disappointing because I truly wanted to support her. But when working with someone feels like an uphill battle, no amount of talent can make up for it.
The takeaway? Your work matters, but the way you work matters just as much. If clients walk away feeling unheard, frustrated, or stressed, they won’t come back. And they certainly won’t refer you. No matter how skilled you are, your reputation will always come with an asterisk: Great work, but difficult to work with.
That’s how customer experience shapes buying decisions. It’s not just about the final product—it’s about how you make people feel throughout the process. A smooth, professional, and enjoyable experience will turn customers into advocates. A frustrating one will do the opposite.
So, ask yourself: Is your customer experience as strong as the results you deliver? If not, it might be costing you more business than you realize.
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