Sarah runs a national pet transport service, helping families safely move their beloved pets across the country. From pet-friendly vehicles to dedicated care for each animal, Sarah has built her business around a compassionate approach. As demand grows, she’s eager to take her business to the next level, reaching more pet owners while maintaining the level of care that her clients expect.
To support this growth, Sarah decides to create a “customer value chain.” She envisions this value chain as a way to ensure that every step of her service process, from the initial inquiry to post-delivery check-ins, enhances the customer experience and strengthens her relationship with clients.
Mapping Out the Customer Value Chain
Sarah starts by identifying every touchpoint where she interacts with clients. She maps out the journey, beginning with the first point of contact, usually a phone or online enquiry, through to the final delivery of the pet to its new home. Each step, she realises, is an opportunity to reinforce trust, provide comfort, and make her clients feel cared for.
The value chain includes five key stages:
Initial Inquiry: Offering a friendly, informative welcome.
Booking and Preparation: Guiding clients through preparation.
Pickup Day: Ensuring a calm and professional pickup.
In-Transit Updates: Providing regular updates to reassure clients.
Safe Arrival: Completing the journey with a personal handover and follow-up.
Sarah knows that each of these stages needs to add value to her customers’ experience, helping them feel confident in their decision to choose her service.
Enhancing the Initial Inquiry Experience
The first stage of Sarah’s value chain is crucial. When clients first reach out, they’re often anxious about the idea of transporting their pets over long distances. Sarah ensures her team is trained to answer common questions with empathy and detail. Rather than a standard response, they take the time to ask about the pet’s personality, any special needs, and concerns the client may have.
This personalised approach sets the tone. By showing genuine interest, her team makes clients feel reassured, even before they’ve booked the service. Sarah receives frequent feedback from clients who appreciate this first interaction, and it reinforces her belief that customer care starts from the very first conversation.
Adding Value Through Thoughtful Preparation
In the next stage, Sarah’s team assists clients with preparation for the move. They provide a checklist that includes packing essentials like favourite toys, food, and medical records. They also offer advice on how to prepare pets for travel, including tips for reducing stress on the day of the move.
This preparation guidance not only helps clients feel organised but also makes them feel supported. Sarah wants them to know that her service goes beyond logistics—it’s about making sure pets and their owners feel ready and comfortable every step of the way.
Building Reassurance with In-Transit Updates
The actual journey is often the most nerve-wracking part for pet owners, so Sarah includes regular updates in her value chain. Her team sends text updates with photos and locations, letting clients know how their pets are doing and where they are in the journey.
One customer, transporting her cat across the country, shares how the photo updates made her feel connected to her pet throughout the day. She says it felt like Sarah’s team was taking care of a family member, not just delivering a service. For Sarah, feedback like this confirms that these small touches build lasting trust and make the journey as worry-free as possible.
Completing the Journey with a Personal Handover
At the end of each journey, Sarah’s team personally hands over each pet, ensuring a calm and friendly welcome. They give clients a quick summary of how the journey went and address any last questions. This final touch shows that Sarah’s team cares as much about the pet’s arrival as the journey itself.
After the handover, they follow up with a short email, thanking clients for choosing their service and inviting them to reach out if they have any further questions. This thoughtful follow-up adds value even after the service is complete, reinforcing the relationship and encouraging word-of-mouth recommendations.
Why a Customer Value Chain Works for Small Businesses
Sarah’s approach to creating a customer value chain has helped her build a strong foundation for growth. By ensuring each stage of her service adds genuine value, she’s able to offer a service that feels personal, caring, and dependable. Her clients feel connected to her business, trusting her team with their beloved pets and recommending her service to others.
For small businesses, developing a customer value chain isn’t about adding complexity—it’s about consistently enhancing each interaction so that clients feel valued and supported. Each step in the chain reinforces the company’s commitment to quality, creating a loyal customer base and building a reputation for excellence.
Ready to create a customer value chain to grow your business? Mark A Preston, a Customer Growth Coach & Speaker, can guide you in developing a value chain that strengthens customer connections and supports sustainable growth. Reach out to Mark today to explore how a customer value chain can enhance your service and build loyalty.
