Traditional marketing focused on the product experience through the lens of product features – characteristics such as quality, usability, convenience, and price. In today’s consumer-centric digital age, the customer experience (CX) has expanded to include the sum of all touch points a customer has with a supplier of a product or service during their entire relationship, from the initial purchase through ownership and servicing, this includes recommendations to others.
For organizations, the principle focus of CX strategy is to deliver consistent value to the customer. Here are seven hallmark attributes that contribute to a positive CX with a product or service:
1. Goal – Does the product or service help the consumer resolve a want or need or achieve a desired objective?
2. Functionality – Do its features, price, and quality meet or exceed expectations?
3. Usability – How easily can the customer use and service it?
4. Emotion – How personally meaningful are the customer’s experiences with it?
5. Expectations – Does it meet the customer’s expectations relative to the initial brand promise and experiences with competitors?
6. Consistency – Does it provide consistent and reliable value?
7. Employee Interactions – Does post-purchase customer service meet or exceed expectations?
Do you focus on product experience or customer experience?
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