In our day-to-day work with SMEs, there is one statement we hear repeatedly: “We provide great customer service.” However, that perception is rarely validated from the customer’s point of view.
There is a clear gap between what companies believe they deliver and how the experience is actually lived through every interaction. And it is precisely within that gap where differentiation is either built — or lost.
In the article “Experiential Marketing: What It Is and How to Apply It,” published by Andreani Grupo Logístico for its SME community, Andreani interviewed María Eugenia Portela, partner and co-founder of Nano Thinking, to share her perspective and explore how experiential marketing can be applied in real business contexts.
This conversation reinforces a key idea: products and services alone are no longer enough. The true differentiator lies in what customers feel throughout their entire journey.
Experience becomes tangible when customers perceive consistency, feel recognized, and above all, when they leave with something valuable to share and recommend.
In this context, an essential question emerges for every SME:
What feeling is each interaction with your brand leaving behind?
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