Through interviews with hundreds of executives and research into the most customer-focused companies around the world, I’ve narrowed down customer experience into 10 best practices and principles. These 10 principles can be put into three buckets of customer experience strategy: psychological, technical and experiential. Each bucket is vital in creating a solid, well-rounded experience. Many times, companies only focus on one of these three buckets. They might pour resources into developing a high-quality app, which falls into the technical bucket, or focus on surprising and delighting customers, which falls into experiential. However, if the psychological aspect of customer experience strategy isn’t involved, those efforts could fall flat. Psychological strategy involves the culture, mindset and leadership development of a company and its employees. It’s what is ingrained in employees that customers matter and are central to everything the company does. When that bucket of the psychological aspect of customer experience strategy is filled, companies more naturally apply their technical and experiential strategies. A customer-focused mindset creates a better executed overall strategy.
Customers notice when experiences are delivered by people who care. The best experience can seem hollow if employees aren’t engaged and there isn’t a culture of caring. Customer experience is just as emotional and psychological as it is technical and experiential.
Every day, we’re creating experiences for customers whether we realize it or not. Focusing on each of these three strategy buckets and building a solid psychological foundation can create a long-standing mindset of customer centricity that resonates with modern customers and customers of the future.
How does your company build customer experience strategy? Are you covering each of these three buckets?
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BLAKE'S TAKE
Blake's Take features content on customer experience and includes regularly updated educational content. My goal is to help educate subscribers on how customer experience is changing. Themes such as innovation in customer experience, customer engagement, social customer service, marketing and content are all going to be covered here so make sure to subscribe!
WHO IS BLAKE?
Blake Morgan is a customer experience futurist and the author of “More Is More: How The Best Companies Work Harder And Go Farther To Create Knock Your Socks Off Customer Experiences.” She is an advisor, speaker, Forbes and Harvard Business Review contributor on customer experience. She was recognized by ICMI as a top 50 thought leader for 2016.
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