Written ByDelivering an outstanding customer experience (CX) has become one of the strongest differentiators for businesses looking to build trust, loyalty, and long-term growth. While global leaders like Apple and Disney are setting the bar, there are clear lessons that smaller businesses — particularly in hospitality and lifestyle sectors — can adapt to elevate their own CX strategies.
In this article, Propeller explores five standout companies and, importantly, what SMEs can learn from their approach.
Apple remains a benchmark for design-driven CX. Its intuitive interfaces, smooth device integrations, and well-trained in-store teams keep customers engaged well beyond purchase. Apple’s Genius Bar has evolved into a model of proactive, face-to-face support that SMEs can replicate digitally through chatbots, knowledge hubs, or highly responsive customer care teams.
Takeaway for SMEs: Even without Apple’s scale, you can focus on simplicity and clarity. Streamline digital journeys, reduce friction in booking or checkout processes, and empower your teams with the knowledge to delight customers.
Amazon continues to innovate in 2025 with AI-driven recommendations, ultra-fast Prime delivery, and simplified returns. Its strength lies in anticipating customer intent and removing pain points before they become problems.
Takeaway for SMEs: Use customer data — even basic analytics — to anticipate behaviour. For a hospitality business, this could mean sending a tailored pre-arrival email with dining options, spa packages, or local recommendations, ensuring a guest feels understood before they step through the door.
Zappos has shifted from its famous 365-day return policy (now 60 days in 2025) to doubling down on employee empowerment. Staff are trained and trusted to solve customer issues without rigid scripts, creating genuine connections.
Takeaway for SMEs: Culture translates directly into customer experience. Hospitality businesses can adopt this by giving staff freedom to personalise guest interactions — whether it’s remembering a returning guest’s favourite drink or tailoring offers to local preferences.
Disney continues to enchant through hyper-personalisation — from customisable Disney+ experiences to app-powered theme park journeys. Every detail reinforces its storytelling DNA, proving CX is as much emotional as it is functional.
Takeaway for SMEs: Storytelling isn’t exclusive to Disney. Hotels, restaurants, and venues can weave narrative into their brand — sharing the history of their property, curating local partnerships, or designing “moments of magic” that make a guest’s stay memorable.
The Ritz-Carlton still sets the benchmark for luxury hospitality. Its “Ladies and Gentlemen” service ethos empowers staff to anticipate guest needs before they’re voiced. In 2025, this approach is supported by discreet tech — guest profiles that remember preferences across properties worldwide.
Takeaway for SMEs: You don’t need five-star budgets to personalise. Even small touches — remembering dietary needs, tailoring offers to seasonality, or automating guest feedback follow-ups — can elevate CX dramatically.
Looking across these brands, three universal truths stand out:
For hospitality businesses, the lesson is clear: the tools may vary, but the principles remain universal.
Before borrowing inspiration, understand your own brand DNA. A boutique hotel rooted in tradition shouldn’t mimic Apple’s sleek minimalism — instead, it can enhance the warmth and heritage its guests already love. Aligning strategy with identity ensures authenticity.
At Propeller, we help brands in hospitality and regulated industries apply these lessons through our:
In Summary
Apple, Amazon, Zappos, Disney, and Ritz-Carlton all prove that exceptional customer experiences don’t happen by accident — they’re designed, refined, and continually reimagined. SMEs can take inspiration by focusing on service culture, storytelling, and proactive use of data.
If you’d like to apply these strategies to your brand, our team at Propeller can help craft a customer experience that’s both memorable and measurable.