Maximizing the Customer Experience

Presented to: Innovator’s Alliance – Halton ChapterFebruary 3, 2011

By Susan Abbott

Where we are going

Small group discussionDimensions of customer experienceWhy B2B is different than consumer experience and why it is notScience to use in your businessOnboarding and service recovery

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Let’s dive in

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5 minutes

Regroup and share 2 key insights with total group

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Highly customized hard to standardize Almost always involves personal contact Usually multiple individuals involved on both

sides Both sides have risks Transaction is usually not the end goal

B2B is different than B2C

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But we are still dealing with human beings

Filled with emotions

And wired for survival

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Four big mistakes: Assuming that functional considerations matter most Assuming business decisions are primarily rational Mistaking positive interpersonal for added-value relationship Failure to understand the world of the customer

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We are loss averse -- mostly

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Peak-End rule

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Why “delighting the customer” is so difficult

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Two good tools:

Onboarding

Service recovery

Let’s dive back in to some discussion

Regroup and share 2 key insights with total group

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