The Repeat Business Foundation

Module 3: Your Customer Experience DNA

Customer Experience DNA Builder

Your Customer Experience DNA is the third part of your Business Brain. Keep using the same AI chat you started in Lesson 3.1 so it remembers everything.

Lesson 3.2

Lesson 3.2:What Great Looks Like Here

Use the same AI chat you started in Lesson 3.1.

Your answers save in this browser, so you can come back to them. If you switch devices, they won't follow you. That's fine, because everything that matters ends up in your AI chat and your Customer Experience DNA.

These aren't stages. All three happen at every touchpoint, every time.

The Invitation: where do you invite customers?

The Invitation is how you attract customers and set expectations.

Tick all that apply.

The Experience: which moments matter most?

The Experience is what customers actually encounter and how those interactions make them feel.

Tick all that apply.

The Relationship: how do you begin and nurture it?

The Relationship is the connection and trust you build through those interactions.

Tick all that apply.

Behaviours and standards

The attitudes, behaviours and standards you want customers to be able to count on. Tick all that apply.

When things go wrong: what tends to go wrong?

Tick all that apply.

How do you want to respond?

Tick all that apply.

Customer Experience DNA Builder: Lesson 3.2

Paste it into the same AI chat you used in Lesson 3.1.

See an example: Country Pub

Here's how the country pub described its philosophy, what great looks like and what happens when things go wrong.

2. Our Customer Experience Philosophy

The Invitation, The Experience and The Relationship aren't stages we move customers through. They're built together at every touchpoint. Every interaction either strengthens or weakens all three.

  • When a family books: we're clear that kids are genuinely welcome (Invitation). It's quick and friendly (Experience). We take their name and remember it on arrival (Relationship).
  • At the table: a stable menu with seasonal surprises and a local tip invite them to try something new (Invitation). Food arrives consistent and unhurried (Experience). Staff remember their preferences (Relationship).
  • On the way out: a genuine goodbye (Relationship) and a mention of Sunday roast or locals' night (Invitation) makes the whole visit feel complete (Experience).

3. What Great Looks Like Here

  • Greet regulars by name and make first-timers feel expected.
  • Never rush a family off the table.
  • Suggest something they'd love rather than just taking the order.
  • Keep the menu stable, with seasonal surprises.
  • Finish every visit with a genuine goodbye.

4. When Things Go Wrong

The usual problems are slow service at peak times or a meal that isn't up to standard.

  • Acknowledge it straight away and own it.
  • Tell them what's happening and how long it will be.
  • Put it right, like replacing the meal. The team can do this within set limits without asking first.
  • Check back before they leave.