The 10 core customer experience qualities
Lynn Hunsaker bets that as a customer you would agree that customer experience management must have the following 10 qualities...
- Perspective (the experience is defined entirely by the customer, not the solution provider).
- Preventive (the customer gravitates toward the easiest and nicest methods to get and use solutions that address customers’ needs).
- Duration (encompasses the point from which customers become aware they have a need until they say that need is extinct).
- Dynamic (the experience evolves with the customers’ context – the purpose and circumstances of their need, and overall experience reference points).
- Choice (the experience is built on trust and mutual respect for variety; share of budget is more important than loyalty).
- Multi-faceted (the experience is measured by functional and emotional (social and personal) judgments related to the customers’ expectations).
- Operational (the experience is shaped by all the contributors to an organisation’s processes, policies and culture, in addition to the physical product or service associated with the customer’s need).
- Integrative (the experience is impacted by the degree of alignment among departments, technologies, channels, etc).
- Anticipatory (the experience is ongoing, where the present and future are equally or more important than the past).
- Transparent (the customer sees through the solution provider’s motives and intentions, and favours genuine sincerity for the customer’s well-being).
- Developing strategy and planning.
- Defining brand strategy and managing the brand.
- Understanding customers.
- Managing the marketing function.
- Executing the marketing plan.
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Lynn Hunsaker, Customer Experience Transformation Strategist, is head of ClearAction, Marketing Operations Partners, and the Marketing Future Forum. She has developed and led customer experience transformation for more than half of her career, as Voice of the Customer Manager...