Discover how customer service influences price perception and why UK consumers are willing to pay more for a better experience. Here we look at 5 practical tips to boost perceived value through exceptional CX.
But first let me ask you a question. Why do we happily pay more for a coffee from Pret – but moan about a 50p charge at Greggs?
It’s not always about the product. It’s about how we feel during the experience.
In today’s highly competitive market, especially here in the UK, the quality of your customer service plays a huge role in how your pricing is perceived. You can have the best product or service in the world, but if the experience feels rushed, impersonal, or disorganised – even a bargain can feel like a bad deal.
⚖️ Here’s the truth:
Customers don’t just buy your product – they buy your service. And that service determines whether your prices feel fair… or frustrating.
Brands like Waitrose, John Lewis, and Lush tend to command higher prices – but still enjoy loyal customers. Why? Because shoppers trust they’ll receive consistently good service, helpful support, and a touch of something special.
On the flip side, even budget brands like Aldi or Primark know that friendly staff and efficient service can make the low prices feel like great value – rather than just ‘cheap and cheerful’.
So how do we build the kind of customer experience that enhances value, builds loyalty, and earns us the right to charge what we’re worth?
Here are 5 practical ways to make your prices feel justified – or even like a bargain – through the power of great customer service:
- Train your team to show confidence and care
Customers pick up on uncertainty fast. If your staff don’t sound sure of your product, your process, or your pricing, customers will second-guess everything – including the cost.
A confident team member who listens well, explains clearly, and handles queries with care instantly increases trust – and with it, perceived value.
- Consistency is king
It’s no good offering five-star service on a Monday if things fall apart by Friday. Whether customers interact with you in-store, online, by phone or on social, they want a reliable experience.
Inconsistency breeds doubt – and doubt makes customers start questioning whether they’re getting value for money.
- Create those ‘Purple Cow WOW’ moments
Small, unexpected gestures go a long way. Think free coffee at Waitrose, a sincere compliment from a staff member, or a handwritten thank-you note tucked in with an order.
These moments don’t cost much – but they make your business feel premium. And when people feel good, they’re more willing to pay (and return).
- Handle mistakes like a pro
Nobody’s perfect. But how you deal with complaints, delays or errors can either damage your brand – or deepen loyalty.
When a customer sees you taking responsibility, communicating clearly, and going out of your way to fix the issue, they’re far more likely to forgive the hiccup – and feel that your price is worth it.
- Make it feel personal
Today’s customers want to feel seen. A warm welcome, remembering a regular’s name, or offering tailored advice creates a sense of care that makes even a standard service feel bespoke.
Generic service is forgettable. Personal service adds value.
So, does your service match your price tag?
Or are customers leaving feeling short-changed?
💬 I’d love to know – which UK brands do you think nail this balance?
And which ones need to catch up?
Let’s start a conversation and, in the meantime, be sure to check out our free “7 Ways to Wow Your Customers” webinar for immediate insights into how you can positively impact your customers experience and keep them coming back for more time and time again.
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