From the Classroom to the Customer: CX Lessons from My Postgrad Journey in Toronto

How a One-Year Postgrad Program Transformed the Way I See Customer Experience

"I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” ―Maya Angelou

I am proud to be part of this warm, welcoming, and wonderful city.

Customer Experience (CX) isn’t just about good service—it’s about how a brand makes people feel. Studying Strategic Relationship Marketing (B409) at George Brown College (GBC) wasn’t just about theory; it was a real-world crash course mix in how brands can create meaningful connections with customers.

Moving to Toronto as an international student, I saw CX through two lenses: as a consumer navigating life in Canada and as a marketer learning to craft better customer experiences. This program challenged me to think beyond traditional marketing, focusing on customer journeys, brand loyalty, and real-world business strategies.

Here are the top five lessons I learned from my postgrad year that every business (big or small) should apply to their CX strategy.

1. CX is More Than Customer Service—It’s the Entire Journey

   
   

   

   
   

CX starts before a customer even knows your brand exists. It’s every interaction, from first impressions to post-purchase engagement.

In class, we broke down customer journey mapping, and I realized how even the smallest friction points (like unclear website navigation or slow checkout processes) can break trust.

Think beyond just “good service.” Map out your customer’s experience from awareness to loyalty and fix the gaps.

2. Personalization = Retention

💬Customers don’t want to be just another transaction. They want to be remembered.

One of the biggest takeaways from my projects was how much personalization impacts retention. We studied brands that nailed personalization—think Netflix recommendations, Amazon’s tailored shopping experience, and even small businesses that remember customer names.

The reality? Customers expect brands to know them, remember them, and anticipate their needs.

Whether you're a small business or a corporate giant, using data-driven insights to personalize experiences will keep customers coming back.

3. Friction Kills Conversion – Fix It Fast

📊 When customers feel appreciated, companies gain measurable benefits—including the chance to win more of their customers’ spending dollars. The payoffs for valued, great experiences are tangible: up to a 16% price premium on products and services, plus increased loyalty. - PWC

Ever abandoned an online cart because the checkout process was too complicated? You’re not alone.

Friction (long forms, slow response times, confusing interfaces) is one of the biggest reasons customers leave. During a UX and CX workshop at GBC, we analyzed real-world brand experiences and saw firsthand how companies lost customers due to frustrating design flaws.

Audit your touchpoints (website, in-store, app) and make sure every step is smooth, simple, and intuitive.

4. Emotion Drives Loyalty, Not Just Discounts

Why do you keep buying from your favorite brand? Hint: It’s not just about price.

Many businesses think customer loyalty is about rewards and discounts—but what really keeps customers loyal is emotion.

One of my favorite case studies in class was Apple vs. Samsung—both have great products, but Apple wins on brand attachment. People don’t just buy Apple; they’re emotionally invested in it.

Brands need to build emotional connections through storytelling, community, and authenticity—not just promos.

5. Feedback is Gold—But Only If You Use It

Most businesses collect feedback but never act on it.

In one of our class projects, we analyzed online customer feedback for various businesses in Canada. The results? Most customers were willing to share feedback—but businesses rarely took action on it.

The best brands close the feedback loop. They acknowledge feedback, improve based on it, and communicate back to customers that they’re listening.

Ask for feedback, but more importantly—show customers how you’re using it.

Closing Thoughts: Applying CX Beyond the Classroom

Studying Strategic Relationship Marketing (B409) at GBC gave me a deeper understanding of what makes customer experiences truly great. More than anything, I learned that CX isn’t just a marketing strategy—it’s a business mindset.

If you’re a business owner, marketer, or someone interested in CX, I’d love to hear your thoughts!

Which CX lesson resonated with you the most?

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Let’s go and build better CX for your brand!