In the era of hyper-connectivity and readily available information, the power dynamics have shifted clearly in the favour of the customer, not the seller.
Customers have all the information in the world to compare competition and choose the best possible product, which is how it should be.
The best way to do business then is to understand users, build an insanely great product that blows their mind, get the word out that such a product exists, be completely transparent about our offerings and ensure all the touch-points between the customer and the company is made enjoyable.
Sounds great, but how many times have we actually felt good spending money on a product?
This is what we are up against. We should be aiming to provide a CX so great, that people will be screaming, knocking down on our company door to take their money and get a taste of our product.
How do we do this?
Brian Chesky, Airbnb’s founder, is someone who cares about CX, maybe even as intensely as Steve Jobs. He has a fun exercise to creatively figure out ways to push the boundaries of customer experience, where he describes what’s a 1-star experience all the way to an n-star experience, where n is a whole number.
Customer experience can be divided into 3 timelines,
- Pre-purchase stage
- Consumption stage
- Post-purchase stage
This is a mental exercise that I would want us to do it alone and together. If we reach the 7 star experience sooner than we expect, we can revisit the table and start drafting what a 10 star experience would be like.