The customer experience as a differentiation driver
The customer experience involves much more than simply using the product. How to set up an organization able to offer a distinctive experience to customers?
Innovation is a real headache for many companies, particularly in very mature industries, where it has become increasingly difficult to make a difference on saturated markets by launching truly innovative products. Even when a new product is successful, competitors are quick to emulate it.
Some companies have resolved this dilemma by delivering a distinctive “experience” to the customer. This does not mean that every interaction with the customer must be turned into a spectacular adventure. Instead, the customer experience must be recognized as encompassing many components that may initially appear trivial, but when combined, create a real difference, such as the purchasing atmosphere, small extras discovered when using a product or service, after-sale service, etc. The point is to control these components to deliver a consistent and differentiating experience.
Our selected publications offer many practical tips on defining and orchestrating the customer experience. We found the following two messages fundamental:
– Identify the emotions you want to elicit in your customers, and ensure that all the details of the offering help create these feelings.
– Don’t hesitate to overhaul the way the organization operates to gain better control over the experience you deliver to your customers.
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