Page 48 - Delivering Authentic Customer Experiences

Principle 3 Delivering Authentic Customer Experiences

Customer experiences

Customers want to feel they belong, to be somewhere they fit in,
with people they like and can trust. To achieve this, your team
needs to authentically reflect your brand values and genuinely
convey these to your customers through every interaction. The
customer experience can be defined as follows:
A chain of events at which all customers continue to experience
levels of service that at least meet and continue to exceed
expectations.

Peter Thompson suggests customer experiences come in 3
distinct packages:

• An OW! – is a miserable moment, where you fail to deliver
on your promises. It’s an experience that fails to meet the
customers’ expectations; one they remember, for all the
wrong reasons; one they’ll tell all their friends about...and
anyone else who cares to listen, although you’d really
prefer they didn’t.

• A HOW – is a neutral moment, where you deliver just what
you promised and no more. It’s an experience that is just
as the customer expected; no surprises, good or bad; one
they’ll forget quite easily because it made very little
impression either way.

• A WOW! – according to my Auntie Jill, is fabulous! because
you go the extra mile and deliver more than you promised.
WOW! experiences are memorable for the right reasons,
or to use the late Paul Daniels’ catchphrase It’s magic!
MAGIC moments stay with you, impress and excite you.
They are those your customer will remember and tell their
friends about for the right reasons.

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