Transcript Customer Experience Customer experience refers to a customer’s perception and interpretation

Customer Experience
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Customer experience refers to a customer’s perception and interpretation
of all the stimuli encountered while interacting with a firm
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Want customer to internalize and personalize the meaning of the experience
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How can a screen-to-face experience create as meaningful and trusting a
relationship as a face-to-face interaction
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Go beyond economic transaction to something emotional, symbolic and
experiential
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Try to gain a group of zealous customers ready to protect, market,
evangelize and defend the brand
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Beware that a poor experience can erode customer confidence, especially
as word-of-mouth spreads faster online
Customer Experience
This Is What the Customer
Experiences
If a Firm Gets This Right …
Stage One: Functionality
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Stage Two: Intimacy
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Stage Three: Evangelism
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Design and information
architecture
Deep understanding of customer
behavior
Platform independence
Efficient transactions
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)
Supports evangelists
Acknowledgment of evangelists
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Site is easy to use
Quick downloads
Intuitive navigation
Site reliability
Personalization
Increasing trust
Repeated experiences of
exceptional value
A sense of “being in the
know”
Consistent experiences
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Desire to make messages to
the market
Community benefits
Stages of Customer Experience for REI.com
Generic Desired Customer
Experience
Functionality
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Intimacy
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Evangelism
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Site is usable
Easy navigation
Quick download
Speedy site
Reliable
High trust
Consistent experience
Quick, effective communication
High personalization
Exceptional value
Consistent with brand message
Takes word to the market
Defends the experience
What REI.com Delivers
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
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
Membership advantages
E-mail option for sharing information
Community message boards
In-store and local events
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Steps in Creating Good Customer Experience
Step
Create Rich
Description of
Target Customers
Develop Use-Case
Scenarios for Each
Target Segment
Integrate Online and
Offline Experience
Leverage the
Evangelists
Monitor and Adjust
Benefit to Customer
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Company better able to imagine
customer motivations
Company better able to anticipate
and meet customer needs and
expectations
Customer experiences consistency
across brand and channels
Customer participation in brand and
marketing is rewarded by feeling of
belonging and community
Major and incremental changes to
site diminish barriers to good
experience
Benefit to Company
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Brings market research to life
Allows shared understanding of customer
types
Site designers put themselves in
customers’ shoes, which helps create
intuitive navigation and ensures usability
Enhanced overall sales, lessening of
perceived channel cannibalization
Company gains insight into product uses
and product development; benefits from
viral marketing
Online channel’s full potential is
leveraged
The Seven Deadly Sins of Good Customer Experience
Customer Experience Conclusions
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Customer experience refers to a customer’s perception and interpretation
of all the stimuli encountered while interacting with a firm
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There are three stages to the customer experience, which are outlined by the customerexperience 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”
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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