Today I want to share the work I’ve done to improve the customer experience of my customers.

By customer experience, I mean the experience a customer has from the moment he first hears about me to the point where I have given him enough value and he no longer needs my services.

The aim of this post is to show you how some small techy tricks can help you or your company automatize simple things such as contact management and email follow-up. By using the right words, it is possible to attract people into your funnel and make them happy whether or not they buy your services.

Building emotions

The first question I asked myself was:

“What emotions, feelings or impressions do I want to make my customers feel along their journey with me?“

Here is my answer: curiosity, confidence, kindness, trust, consideration, respect, generosity, security, serenity, surprise, optimism, envy, passion, fun.


The emotional journey

Now that we have identified the emotions, let’s plan the customer’s emotional journey.

The job now is to drill down each step and define what kind of emotion I want them to feel at that point. To do this, I identified an actual prospect, customer or partner at each stage of the journey.

I broke down the journey into the following steps:

  • hears of me
  • first contact
  • meeting
  • conversion
  • customer
  • past customer

Definition of each step:

  • hears of me > curiosity: someone hears my name, finds my website, invites me on LinkedIn, or we cross paths at Starbuck’s ;-)…
  • first contact > respect, security:if we meet or contact each other in person, I can encourage him to connect with me by sending an automatic email. “Happy to have you on my phone, now how can I help you?” I want people to see me as an opportunity to grow faster.
  • meeting > trust, surprise:there are many people who work (or want to work) with startups, and when I meet someone new, they don’t really know what to expect from me. In general, the surprise is learning that I have excellent technical skills. It’s interesting to see how important is it for a customer to be able to optimize database requests, debug a session issue or deploy high availability multi-environment services with a Web Application Firewall. In another words, people trust me because I really know how things work.
  • conversion > consideration, kindness, envy: the conversion state usually follows a meeting in person where I draw up a proposal with key actions to help my customer. Everything I do is for the his/her well-being. I never sell anything that my customer doesn’t need.
  • customer > confidence, serenity:once I have worked with my customer for 1, 2, 5 or 8 days, the emotion aimed for is serenity. First of all, we have overcome the adaptation period and eventual teething problems caused by working together and secondly, because my customers know that they can call me at almost any time if they are in trouble (and it doesn’t cost anything to contact me…).

I have focused on the customer funnel but there is another very important emotional state:

  • partner/fan > optimism, fun, passion:some people do not launch a startup but work with them. Without them really being aware of it, I develop a relationship based on trust and some customers become a fan of what I’m doing. This is great and I’m so thankful for it! It means a lot to me to be useful to people, even if they do not buy my services.

Messages are gates

Now that we have identified the different stages, it’s time to create gates for messages that will provoke and/or reinforce the right emotions and encourage people to move towards the customer or fan state.

In order to do this, we need to keep in mind that words provoke emotions, so cherry-pick the right words for the target emotions. This is not too complicated. Every time you want to create a gateway from a stage to another, write a message and select the best means of transmitting that message to your customer.

Here are the tools that I have implemented for my customers.


Technically speaking, thousands of tools are available and I only use a few of them.

  • For my mailing list and follow-up (automatic email schedules based on mailing list entries), I use
  • For sharing my calendar and planning meetings, I use
  • To trigger events and create actions based on events, I use IFTTT and Zapier. Very useful for automatically subscribing new contacts or sending Twitter call to action messages to every new follower.
  • Template messages that I have by quick and easy access to and that I am able to send through LinkedIn or other social media.

When you write your emails, don’t forget to adapt your messages to the state targeted.

Call to action designed to make people happy

Having followed these steps and implemented the necessary tools, you should think about giving people what they want from you. The aim is to give the call to action meaning, and then give people the opportunity to interact and enter your funnel. This includes Twitter bio, LinkedIn bio, email signature, follow-up messages, but also documents and conferences.

What about you?

This subject is not my strongest expertise. However, considering the number of people who ask me how I send emails automatically following a networking event, I’m pretty sure that it’s been useful to share the methodology I have developed. If you want more technical details, please feel free to add a comment below and I’ll write a more technically-oriented article about implementation.

P.S. If you want experience what people feel after sharing their business card with me, feel free to subscribe here:

Send an email automatically when I add it to my contact list:

Add every new contact to a Google spreadsheet:

Add every new entry in my contact spreadsheet to Mailchimp:

Implement the same with Convertkit: