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Enhancing Customer Experience: Strategies for Veteran-Owned Businesses

Enhancing Customer Experience: Strategies for Veteran-Owned Businesses

February 17, 20243 min read

Enhancing Customer Experience: Strategies for Veteran-Owned Businesses

In the competitive landscape of modern business, customer experience (CX) stands as the battleground where companies either thrive or falter. For veteran-owned businesses, leveraging the unique skills and perspectives honed through military service can be a formidable advantage in designing and implementing effective CX strategies.

Here's how:

Understand Your Audience

Veteran-owned business analyzing customer trends with strategic foresight, leveraging military precision for predicting market changes.

Identifying Customer Needs

Veteran entrepreneurs are adept at assessing situations and understanding diverse perspectives, a skill critical for identifying the nuanced needs of your customer base. Apply this by conducting surveys, interviews, and using feedback tools to gather actionable insights about your customers' expectations.

Apply Strategic Foresight

Anticipate Customer Trends

Military strategies often involve anticipating the enemy's moves. Similarly, in business, predicting future customer trends can position your business ahead of the competition. Stay informed about industry trends and leverage analytics to anticipate changes in customer behaviour.

Operational Excellence

Streamline Customer Interactions

Efficiency on the battlefield translates into how effectively you manage customer interactions. Evaluate your customer service processes and touchpoints for any inefficiencies. Implementing streamlined systems, such as CRM software, can enhance your responsiveness and customer satisfaction.

Customer Centricity

Providing personalised customer service, showcasing veteran entrepreneurs' commitment to building strong personal connections with customers.

Personalise Customer Experiences

The camaraderie and personal bonds formed in the military can teach veteran entrepreneurs the value of personal connections. Tailor your services and communications to meet individual customer preferences, making each interaction feel personal and valued.

Digital Transformation

Leverage Technology for Better CX

Technology can be a force multiplier for improving CX. From chatbots that provide instant customer support to personalised marketing campaigns powered by AI, technology can help you deliver superior service that meets modern customers' expectations.

Feedback Loops

Implement and Act on Feedback

Just as after-action reviews in the military offer valuable lessons, regular customer feedback is crucial for continuous improvement. Encourage feedback through multiple channels and, most importantly, act on it to make tangible improvements.

Resilience and Adaptability

Flexibility in Customer Service

The unpredictable nature of military missions requires adaptability, a trait that's equally valuable in business. Be prepared to adjust your strategies based on customer feedback and changing market conditions to consistently deliver exceptional customer experiences.

Community Engagement

Building a loyal community around a veteran-owned brand through engaging social media activities, inspired by military camaraderie.

Build a Community Around Your Brand

The sense of belonging and shared purpose in the military can be replicated in your business by building a community around your brand. Engage with your customers on social media, host events, or run loyalty programs to foster a sense of community and loyalty.

Measure and Analyse

Track CX Metrics

What gets measured gets managed. Use customer satisfaction scores, Net Promoter Score (NPS), and other metrics to gauge the success of your CX strategies. This data will guide your ongoing efforts and highlight areas for improvement.

Continuous Learning

Educate Your Team

In the military, training is continuous. Apply the same principle to your business by providing regular training and development opportunities for your team. Educated employees are better equipped to deliver the outstanding service your customers expect.


For veteran entrepreneurs, the principles and skills from military service can be uniquely powerful in enhancing customer experience. By applying strategic foresight, operational excellence, and customer centricity, you can create a competitive advantage that resonates with your customers on a deeper level. Remember, in the realm of business, the mission is clear: deliver exceptional customer experiences that not only meet but exceed expectations. As you march forward, let these strategies be your guide in building a business that is as renowned for its customer service as it is for its veteran leadership.


No Fluff Chat

Veteran entrepreneurshipMilitary skills in businessStrategic business planningOperational excellenceLeadership and team buildingBusiness resilienceMission-driven customer serviceVeteran to entrepreneur transitionEntrepreneurial skills from militaryBusiness success for veterans
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What Others Are Saying

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Since joining a few months ago,
I have found Antony to be both extremely informative but also very interesting and he has really made me think about how I approach sales,
leading to some great results.

Working with the Ex Military Mentor was nothing short of transformative for my business. His one-to-one coaching sessions provided me with actionable strategies that helped me tackle the challenges I was facing head-on. I especially appreciated his approach to leadership, which is clearly honed from years of diverse experience. He's not just another coach; he's a mentor in the truest sense.

I've attended numerous workshops over the years, but the Ex Military Mentor's stood out by a mile. The exercises were hands-on, the lessons learned were immediately applicable, and the atmosphere was one of genuine teamwork. It's clear he knows what it takes to succeed in both the battlefield and the boardroom. His insights into resilience and teamwork have significantly improved my sales team's performance.

Meet Your Mentor

Antony Draper

Ex Military Mentor

Meet your mentor, a seasoned veteran not just of the military but also of the business world. With an extensive background that spans from parachute jumps and war deployments between 1994 and 2005, to strategic roles at HP, Capita, Socitm Advisory, The Logic Group, Public Sector, his expertise is hard-won and diverse. In a quest to make the transition from military to civilian life smoother for others, he even founded a company dedicated to that very cause. Although the business venture did not succeed, it became a cornerstone experience in understanding what not to do—equally invaluable.

Today, as the Ex Military Mentor, he brings to the table a rare combination of leadership, resilience, and practical business know-how. His coaching services, webinars, and workshops are designed to empower business owners and sales leaders with insights and actionable strategies, deeply influenced by his military and corporate backgrounds.

As a recognised authority on topics like Leadership, Business Growth, and the Sandler Sales Framework, he's not just a coach but a thought leader who's shaping modern perspectives on business excellence. He is also an ambassador for the Cheltenham Business Growth Network and a member of prestigious networking groups like FORE Business and B2B Network Gloucester. So, when you're learning from him, you're learning from someone who's been there, done that, and is still doing it successfully