I was fortunate to witness the 2017 totality eclipse. I was on a prairie in the middle of nowhere. With about 5,000 other people. No lights, no businesses or homes. Just prairie. When the totality began, it was total darkness. Only stars. It was magical. I decided then and there to become an eclipse chaser — kind of like Grateful Dead followers. But totally different.

Fast forward to last month. This time I was in Texas to witness the totality. There was a group of us, and it was decided that the best place to view the totality would be at a Valero truck stop in a small little town. Dozens of people had already parked there. There were restrooms and snacks. What could be better? As we settled in, the eclipse began. However, suddenly, all of the truck-stop lights flipped on at one time! Dozens of extremely bright lights. What was my experience this time? Surprise and laughter. Memorable in a different way.

Have you ever thought something memorable would be exactly the same again? Was it? What if it could be? It’s really about the experience. It’s how the experience makes you feel. It’s true with businesses and organizations as well. You may provide similar products, services or programming as your competitors, but what kind of experience do you provide?

It’s important to never lose sight that people who like your organization, products and services desire a great experience. Something that they want to return to again and again.

Think about the organizations and businesses that you love. The ones that you are loyal to. Why is that? I am loyal to the organizations that value me. They work to stay relevant. They innovate. But they never lose the connection to their base.

Understanding your target audiences’ tastes and preferences helps build meaningful connections. If you generate content that your target audience simply isn’t interested in, your strategy will fail.

Collecting data is key to creating a great customer experience strategy. One way is by collecting customer feedback. This feedback is meaningful as it provides valuable insights into your key relationships.

There are many ways to collect customer feedback, such as focus groups or social media. Focus groups allow you to listen to customers. They also help you understand your data and the why behind it. Interactive polls and surveys are great for collecting additional information. Use the wealth of facts you collect to improve and enhance your customer, client, donor or member encounters. A better encounter leads to a memorable experience with your brand.

Once you have a clear picture of your customers’ requirements, it is time to consider various ways of evoking positive emotions. Try to put yourself in the head of your target customer. Then consider the following questions: What would make them feel excited? What would make them smile? How can I help them learn and grow? Talk to others. Get feedback. Think memorable.

Memorable times aren’t always the same. Some are fun, some are challenging, some are magical. My totality gang of 2024 and I had an experience we will never forget. It wasn’t what we planned, but we had a great time. We laughed, we ate, we explored. But why did we make such a poor decision concerning where to view the totality?

We created our own echo chamber, very much like businesses and organizations who aren’t in touch with their true value and their audiences’ tastes and desires. Because there were a dozen of us, restrooms and food became our top priorities for the event. We took our eyes off of the sky. And we were very comfortable.

Stacy Cornay is the owner of Communication Concepts Public Relations & Advertising. She may be reached at 303-638-7127; scornay@comm-concepts.com; www.comm-concepts.com; Facebook.com/Communication Concepts; X @CommConceptsPR; or Linked In.