Customer Experience Customer experience refers to a customer’s perception and interpretation of...
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Customer Experience Customer experience refers to a customer’s perception and interpretation of all the stimuli encountered while interacting with a firm Want customer to internalize and personalize the meaning of the experience How can a screen-to-face experience create as meaningful and trusting a relationship as a face-to-face interaction Go beyond economic transaction to something emotional, symbolic and experiential Try to gain a group of zealous customers ready to protect, market, evangelize and defend the brand Beware that a poor experience can erode customer confidence, especially as word-of-mouth spreads faster online
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Transcript of Customer Experience Customer experience refers to a customer’s perception and interpretation of...
Customer Experience
Customer experience refers to a customer’s perception and interpretation of all the stimuli encountered while interacting with a firm
Want customer to internalize and personalize the meaning of the experience
How can a screen-to-face experience create as meaningful and trusting a relationship as a face-to-face interaction
Go beyond economic transaction to something emotional, symbolic and experiential
Try to gain a group of zealous customers ready to protect, market, evangelize and defend the brand
Beware that a poor experience can erode customer confidence, especially as word-of-mouth spreads faster online
If a Firm Gets This Right … This Is What the Customer
Experiences
Stage One: Functionality ? Design and information architecture
? Deep understanding of customer behavior
? Platform independence
? Efficient transactions
? Site is easy to use
? Quick downloads
? Intuitive navigation
? Site reliability
Stage Two: Intimacy ? Warehousing and mining
? Tailoring of pages and offerings
? Integrated data (ex. personalized welcome, relevant news items)
? Consistent performance over time
? Constant innovation and upgrading (incremental or significant)
? Personalization
? Increasing trust
? Repeated experiences of exceptional value
? A sense of “being in the know”
? Consistent experiences
?
Stage Three: Evangelism ? Supports evangelists
? Acknowledgment of evangelists
? Desire to make messages to the market
? Community benefits
Customer Experience
Stages of Customer Experience for REI.com
Generic Desired Customer
Experience What REI.com Delivers
Functionality ? Site is usable
? Easy navigation
? Quick download
? Speedy site
? Reliable
? Content organized around user needs
? Easy-to-find gear and activity information
? Multiple views of products and services
? Website that rates high on efficiency and fulfillment
? No crashes and limited downtime Intimacy ? High trust
? Consistent experience
? Quick, effective communication
? High personalization
? Exceptional value
? Consistent with brand message
? Authoritative content and information
? Kiosks in store link to online channel
? Easy access to customer service, including live online help
? E-mail newsletter
? Member discounts and rebates
? Product returns to store or by mail
? Adventure travel service Evangelism ? Takes word to the market
? Defends the experience ? Membership advantages
? E-mail option for sharing information
? Community message boards
? In-store and local events
Steps in Creating Good Customer Experience
Step Benefit to Customer Benefit to Company
Create Rich Description of Target Customers
? Company better able to imagine customer motivations
? Brings market research to life
? Allows shared understanding of customer types
Develop Use-Case Scenarios for Each Target Segment
? Company better able to anticipate and meet customer needs and expectations
? Site designers put themselves in customers’ shoes, which helps create intuitive navigation and ensures usability
Integrate Online and Offline Experience
? Customer experiences consistency across brand and channels
? Enhanced overall sales, lessening of perceived channel cannibalization
Leverage the Evangelists
? Customer participation in brand and marketing is rewarded by feeling of belonging and community
? Company gains insight into product uses and product development; benefits from viral marketing
Monitor and Adjust ? Major and incremental changes to site diminish barriers to good experience
? Online channel’s full potential is leveraged
The Seven Deadly Sins of Good Customer Experience
Customer Experience Conclusions
Customer experience refers to a customer’s perception and interpretation of all the stimuli encountered while interacting with a firm
There are three stages to the customer experience, which are outlined by the customer-experience hierarchy:
– Stage One: Experiencing Functionality — “The Site Works Well”
– Stage Two: Experiencing Intimacy — “They Understand Me”
– Stage Three: Experiencing Evangelism — “I Love to Share the Story”
In the process of designing a desirable customer experience, firms should set six broad goals: 1) create a rich description of the target customer, 2) develop use-case scenarios for each target segment, 3) effectively integrate the online and offline experience, 4) articulate clear stages of desired experience, 5) effectively assess relative levels of hierarchy, and 6) highly leverage the evangelists
