On Thursday, 3 July 2025, WSAA members gathered in Melbourne for a thought-provoking and inspiring event focused on one of the most important drivers of business success — customer experience (CX).
Held in a dynamic and engaging environment, the “Winning Loyalty with Memorable Customer Experience” session brought together business owners, managers, and marketing professionals from across the window shading industry to explore what truly makes customers stay loyal in an increasingly competitive market.
Guest speaker Cheryl Lardner from Cherry Bamboo delivered an exceptional presentation that challenged traditional views on customer service and encouraged attendees to view their customer journey through a new lens.
In her session, Cheryl unpacked the three key questions every customer silently asks — “Do you understand me?”, “Can I trust you?”, and “Will you make my life easier?” — providing practical strategies to address each one through meaningful communication and consistent brand experiences.
She also explored how to identify friction points in customer interactions, from enquiry to installation, and offered actionable steps to create smoother, more emotionally engaging customer pathways.
Attendees left with a deeper appreciation for how small, intentional changes can elevate customer satisfaction and translate directly into repeat business and word-of-mouth referrals.
In addition to Cheryl’s keynote, the event featured five WSAA member technology exhibitors, each showcasing digital solutions designed to enhance customer engagement and streamline operations.
From AI-powered visualisation tools and CRM systems to business automation platforms and online quoting software, these innovations demonstrated how technology can enhance every stage of the customer experience — from first impression to long-term relationship.
Thank you to Accent Software, BlinQ Software, BUZ Software, Konstructhub & Views for providing demonstrations which encouraged meaningful discussions around how technology and human connection must work together to create the kind of experiences that drive brand loyalty.
Beyond the presentations, attendees enjoyed a relaxed networking atmosphere, with plenty of time to connect, exchange ideas, and discuss how customer experience principles can be applied in day-to-day business operations.
The Victorian WSAA Committee once again delivered an event that combined education, inspiration, and community connection — reinforcing WSAA’s commitment to supporting the professional growth of its members.
