The Three Elements of the Customer Experience
Questions to ask yourself regarding the customer experience as expressed by Vernon Tirey, EVP of Strategic Planning, iSKY at NCDM Summer 2002:
Offerings (Products): Does the offering meet the customers needs? How does the offering compare to competitive offerings? Is the experience of consuming the offering in line with the messaging about the offering?
Messages (Perception): What thoughts and feelings does the brand elicit? What is the customer's level of trust in the brand? Are the marketing and service messages consistent with each other?
Interaction Management (Process): What is the quality of service? How quick and easy is it for the customer to achieve the desired outcome? Are independent interactions aware of previous interactions, and is that context taken into account? Is each interaction consistent with the core messages and reasons for interest in the offering?