Customer experience is a complex relationship between your company and your customers. The most successful companies out there are defined by the customer experience that they offer.
For an approach to be effective, a company must take care to account for every element of the customer experience. There is a synergy between these different elements. When things are done correctly, it can lead to the long-lasting and beneficial customer relationships that your company needs to succeed.
In this guide, we’ll explore three levels of customer experience that companies must provide if they want to be successful.
The customer’s rational experience refers to the parts of any interaction with your brand that can be defined in a clear way. It lets your customer evaluate your business in an objective sense.
You might consider delivery times as an example. If your product deliveries are consistently late, the rational experience will often be significantly degraded. Your customers can evaluate this type of experience very objectively. Their resulting feelings about your brand can clearly affect your bottom line.
For the best rational experience, your business must focus on maintaining quality and consistency. This comes down to the real effectiveness of your goods or services and the concrete details of the way that you do business. There is much more to maintaining an effective customer experience, of course, but these elements are particularly important.
The rational experience serves as a foundation for your company’s success. It can be thought of as how well your company is doing on paper. The rational experience is not enough to guarantee success by itself, but your company certainly won’t achieve success without it.
The emotional part of the customer experience is harder to define. To make the most of it, you will need experience and skill.
The emotional experience is mostly about your company as a brand and the relationship between that brand and its target customers.
When customers are interacting with your organization in any way, your customer will likely have a specific emotional response to their overall experience. For example, if they have to wait for a delayed package, frustration may be their primary response. If they had a great interaction with customer service, they may feel energized or satisfied.
The emotional experience takes place at every stage of the sales funnel. Customers will have a distinct emotional view of your company from the time they first discover it to long after they purchase goods or services.
Successful companies leverage emotional experience by implementing effective and consistent branding. This type of marketing strategy seeks to form a cohesive and positive identity for a company with regard to its customers.
While rational experience addresses what your customers say they want, the emotional connection plays just as big a role in your company’s success.
For your company to be successful, there’s one more element of customer experience to keep in mind: the subconscious experience. This speaks to the way that customers perceive your business and interact with it outside of their conscious experience.
Your customers process many things about your business with full awareness. But much of your customers’ experience with your business occurs at a deeper level. This subconscious experience is very hard to understand and use for your company. After all, customers couldn’t explain what they want in this area even if they tried!
If there is a small change to the image of your company, it could have a big impact on the subconscious experiences that your customers have. Something as minor as word choice during service can ultimately lead to the success or failure of that customer interaction.
A lot of the time, your company can improve the subconscious experience. Employees and leaders can do this by focusing on maintaining high standards of rational and emotional experience.
The subconscious represents an overall sense of your business, and there are many parts of it that you can’t fully control. Optimizing the elements that you can control gives you the best chance for success.
Some of the companies that are best at addressing subconscious experience are known for monitoring customer perception. They do this to understand how subconscious experience affects their business.
Key performance indicators can help your organization to track subconscious experience somewhat. Keeping a close eye on these metrics can help you understand the link between cause and effect when it comes to customer experience.
Bringing It All Together
Strive to make the most effective use of the different levels of customer experience. To do so, your company will need to have clearly defined goals.
Most of all, your company needs to be working effectively on the inside to provide an excellent customer experience on the outside. That’s why at MJV Technology & Innovation we work extensively with our clients on developing transformational strategies for enhancing customer experience. It has never been more important to differentiate your organization from competitors by becoming a human-centric company with superior consumer experience.
Written by Mauricio Vianna.
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