Once you have that word that conveys the emotion your experience will induce in your customers, effective delivery of the experience requires you look at every customer touchpoint, every engagement they have across the lifecycle of your solution. At HP we used a TCE wheel to capture the touchpoints and to purposely design how we could deliver our experience at every step.
Want to create a total customer experience that wows your customers? Our newsletter delivers actionable advice and the latest insights to your email every week.
For example, a consumer electronics product bought off the shelves at Best Buy would have this list of touchpoints:
- Product reviews and comparisons
- Company website where customer learns about product
- Box on the shelf in Best Buy
- Pricing model
- Best Buy service rep who sells the product
- OOBE – out of box experience including setup documentation
- Hardware and software interface
- Product registration
- Warranty
- Online help
- Customer service and repair
- Software updates
- Usage supplies purchasing, packaging, pricing
- Product decommission and replacement consideration
Or a B2B service provider might have these customer touchpoints:
- Analyst opinion and product comparison
- Promotional materials, whitepapers, case studies
- Referrals and recommendations from other customers
- Sales presentation and proposal
- Contract terms and conditions, and negotiations
- Service level agreement
- Installation service
- User interfaces
- Customer service
- Billing and Accounts Receivable
- Maintenance and repairs
- Updates and upgrades
The best thing about delivering an experience? It is human centered, and no two organizations will deliver the same experience. Which means that at the same time you are delighting your customers, you are securing differentiation that will be hard for your competitors to replicate. The combination of unique DNA of your business delivering an lasting emotional connection? Nobody can mess with that!
One Response