The Elements of Customer Experience
The Stages of Customer-Experience Hierarchy
Broad Goals in Designing Desirable Customer Experience
Chapter 4: Customer Experience
Seven Key Elements of Customer Experience1.
2.
3.
4.
5.
6.
7.
A certain level of functionality must exist in order for a site to work; basic standards and expectations must be met
Relates to the individual’s unique perception of the encounter with the firm
More than just the economic transaction - the entire customer encounter experience includes both process and output measures of the shopping experience
Includes a customer’s response to multiple variables, from the tactical layout of the store/site to high-level interpretations of the meaning of the brand
To the extent that it is relevant, assessment of the customer experience needs to incorporate all five senses
Cognitive responses are thoughtful and evaluative in nature; emotional responses tend to capture moods, attitudes and feelings of the customer
Previous, separate experiences can affect a consumer’s reaction to various stimuli during a shopping experience
The Objective Element
The Perception Element
The Encounter Element
The Reactions-to-Stimuli Element
The Sensory Element
The Cognitive and Emotional Element
The Relative Element
Chapter 4: Customer Experience
The Elements of Customer Experience
The Stages of Customer Experience Hierarchy
Broad Goals in Designing Desirable Customer Experience
Exhibit 4.1: Stages of Customer Experience
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
Overlay human interaction
Integrated data
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
Significant benefits relative to other offerings
Stage Three: Evangelism Supports evangelists
Acknowledgment of evangelists Desire to make messages to
the market
Community benefits
Stage one: Experiencing Functionality- “The site works well”
- Usability and Ease of Navigation
- Speed
- Reliability
- Security
- Media Accessibility
Stage Two – Experiencing Intimacy – “They can understand me”
- Customization
- Communication
- Consistency
- Trustworthiness
- Exceptional value
- Shift from Consumption to Leisure Activity
Stage Three : Experiencing Evangelism – “I love to Share the Story”
- Taking the Word to the Market
- Active Community Membership
- “The Company Cares About My Opinions”
- Defender of the Experience
Exhibit 4.2: Stages of Customer Experience Over Time
Exhibit 4.3: Seven Deadly Sins of Customer Experience
The Elements of Customer Experience
The Stages of Customer Experience Hierarchy
Broad Goals in Designing Desirable Customer Experience
EBay’s Customer Experience
Conclusion
Chapter 4: Customer Experience
Broad Goals for Creating a Desirable Customer Experience
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5.
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Create a Rich Description of the Target Customer
Develop Use-Case Scenarios for Each Target Segment
Effectively Integrate the Online and Offline Experience
Articulate Clear Stages of Desired Experience
Effectively Assess Relative Levels of Hierarchy
Highly Leverage the Evangelists
Exhibit 4.5: 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
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