Why I Focus on Customer Experience as a Growth Lever

When I buy a business, I remind myself that growth doesn’t always come from marketing or sales; it often comes from customer experience. Over the years, I’ve learned that businesses with strong customer experience grow faster, retain better, and earn higher valuations.

Why Customer Experience Matters

Customer experience matters because it:

• Increases customer retention and lifetime value
• Creates referrals and word-of-mouth growth
• Builds brand loyalty and reputation
• Reduces churn and support costs
• Strengthens pricing power by justifying premiums

A great experience is one of the best competitive advantages.

My Early Mistakes

In one acquisition, I focused on revenue growth but ignored customer complaints. Churn increased, and new sales barely offset losses.

In another case, I underestimated how much small details like billing errors or poor onboarding shaped the experience. Customers left even though the product was strong.

Both mistakes taught me that experience is not optional; it’s a core driver of growth.

How I Evaluate Customer Experience

During diligence, I:

• Review customer reviews and testimonials
• Ask about Net Promoter Score (NPS) if tracked
• Study churn rates and retention data
• Look at support ticket trends and resolution times
• Interview key customers about strengths and weaknesses

How I Improve Experience Post-Acquisition

• Map the customer journey from first contact to renewal
• Fix obvious pain points like communication gaps or billing issues
• Train employees to prioritize service quality
• Introduce feedback loops to capture and act on customer input
• Celebrate and reinforce positive customer interactions internally

Why Customer Experience Impacts Valuation

Buyers like me pay higher multiples for businesses with loyal, satisfied customers. Strong experience builds resilience and predictability. Weak experience creates fragility and higher churn.

Final Thoughts

I’ve learned that customer experience is one of the most powerful growth levers in acquisitions. It drives retention, referrals, and pricing power without massive marketing spend.

That’s why I study it in diligence and prioritize it after closing. Because in the end, businesses don’t grow because they sell more—they grow because customers stay longer and tell others.

I continue sharing my acquisition lessons at DrConnorRobertson.com, where I explain how I build customer-first strategies that drive durable growth.