Sometimes, the best lessons in customer experience do not come from books, boardrooms, or glossy strategy documents. They come from the most unexpected places, like a local cereal seller at the Tema Community One local market.

I met Deborah five years ago, in 2020. The first encounter was simple: she caught my attention with a sweet smile and a cheerful wave, beckoning me to buy from her stall. It worked! And as I soon discovered, Deborah was not just selling local cereals - she was building relationships.

Within three months, she had figured me out. She noticed the pattern of my purchases and moved from waiting for me to show up to proactively calling to ask how I was doing and when to expect me. Then she raised the bar. “Aunty, just send me your list,” she’d say. By the time I arrived, my package was ready, neatly put together with the total written out.

On days when my load was not heavy, she would insist on helping me to the car. When pregnancy meant she had to step away, she did not leave things to chance - she handed me over to her trusted friend. Even on maternity leave, Deborah kept in touch, checking in and making sure I was receiving the best service in her absence.

And then there was the extra touch. At Christmas, she always tucked in something small for the children. When she introduced new cereals, she would say with a wink, “Aunty, let them try it. Next time you pay.” Of course, the next time, I did. And just like that, Deborah grew her business - one thoughtful gesture at a time.

Fast-forward to today, and Deborah still calls me right on time - usually when my stock is running low. Five years of loyalty, all because of one lady at a market stall who understood client experience in a way that many large companies still struggle to master.

So, what can businesses learn from Deborah?

First impressions matter. A smile, a warm welcome, or a genuine “hello” can be the hook that brings a customer in. Deborah did not just wait; she beckoned. For every customer touchpoint, are you beckoning or turning your clients away? Beyond the first encounter, she also proved the value of knowing your customer. She noticed my patterns and used that knowledge to serve me better. Businesses today have access to data analytics, but how often do they actually utilise it? Invest in getting to know your clients; it is the fastest way to grow wallet share. The total cost of cereals when I met Deborah was GHS120. I still buy from her when it costs almost GHS500.

Her approach was also deeply proactive. Deborah never waited for me to run out of stock; she called. Imagine if more service providers reached out to clients before they had to chase them. Do you understand your clients’ journeys, and are you growing with them? She also added convenience. Packaging my list in advance, offering to carry goods to the car - the small touches of convenience - make customers’ lives easier and keep them coming back.

Continuity mattered too. When she went on maternity leave, she handed me over to someone she trusted. That is succession planning and client transition delivered with precision at a market stall. The Customer Effort Score is impacted when we fail to consider clients' transitions. Even while away, she stayed connected. Businesses often forget that out of sight should not mean out of mind. Do you know when your clients stop transacting and eventually switch to a competitor? Are you keeping in touch with their specific needs?

Deborah also understood the value of rewarding loyalty and surprising clients. The unexpected extras, such as Christmas gifts for the children and free samples of new cereals, are deepen emotional connection and create brand advocates. Those are the little but meaningful tactics that stay with clients. And then there is upselling. Deborah did it with care. She introduced new products not with a hard push, but with generosity: “Try it first.” She understood that experience is king to persuasion.

The Big Picture

Customer experience must not be complicated. Deborah reminds us that it is about being human, paying attention, and caring enough to make every interaction meaningful. With or without sophisticated systems, businesses can win loyalty and build lasting relationships by treating clients as individuals with a purpose, not as inanimate transactions.

Deborah may be a market woman, but in many ways, she has been my most consistent Client Experience Officer; and next week, when my stock of cereals runs out, I know the phone will ring. It will be Deborah, ready with a digital smile. In her eyes, making personalised service has always been a mission possible.

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Miriam Maku Amissah, Head, Client Experience, Stanbic Investment Management Services (SIMS)