In the previous post I tried to define the term Value, in the context of the Continuous Customer Experience. I concluded with phrasing the “Maximum Lifetime Value” Law:
“An organization will succeed in deriving the maximal lifetime value, from a relationship with a customer, only if it is able to maximize that customer’s perceived value from each and every segment, in the Continuous Customer Experience”
So, our North star and our primary goal, should be to see to it that, for every One of our customers and our prospects, the entire customer experience (and every single segment of it, separately), should carry all the expected value, and exactly the right value.
This brings on the question: “So what is that value?”. Or in other words, “What do they want?”, or “What are the specific kinds of value we should be aspiring to deliver?”.
Is it affordable prices, Kind service, Good products, Impeccable reputation, Fun experience…?
I would argue that, in most cases, it’s all of these and many others.
For the purpose of making it practical, I will suggest a sort of checklist for the perfect customer experience. This checklist should serve as a tool to support the design and ongoing management of every touchpoint in itself, and that of the complete experience as a continuum of touch-points.
The Touchpoint/Journey/Experience design checklist:
When designing any kind of touchpoint with a customer, make sure that that touchpoint is all of the following:
Excellent
Design your touchpoint so that the customer who engages in it will perceive it as an excellent interaction with the brand. This is the most tricky one, because it is the most subjective. The best way to gage this is by asking: “Will this touchpoint make the customer smile (be content)? If so then mark a ✓.
Example: Gett, the online Taxi service takes the edge off ordering a cab. You know who your driver is going to be, what make of car to expect, exactly when it will arrive and the map shows you where they are right now. Less stress, more joy.
Consistent
Will this person understand the context of your touchpoint. Is it consistent with the previous touch-points this person has encountered?
Example: When you step on to the curb, in NYC, and feel like a quick coffee, just look around. You’ll definitely see this sign no more than 2 blocks away. It’s the same all over the world - Green, round and perpendicular to the sidewalk and it helps you find what you’re looking for right there and then.
Precise
If you’ve done your homework, then you know who your customer is and exactly what they want to get from the touchpoint you’re designing. Now is the time to make sure that you’re giving them Exactly what they want - Not less, not more and not “almost”.
Example:
When I want to find something on the web, I want to be able to search. Google’s search engine page gives me precisely what I need and nothing else. No other links or menus - Bingo.
Timely
During the course of a day people go through various states of being. A person may be a jogger at 7am, but then become a mother at 8am, only to turn into a CEO of a company around 9am and the day has just begun.
When you design a touchpoint for that person, you must make sure that it introduces itself at a time where the person is at a state of being in which she is likely to be receptive to the specific value your touchpoint offers.
Example:
This is an Amazon Dash Button for Huggies. It is a branded button device which you stick on your diaper changing table. A click of the button orders a pack of diapers automatically. This is a Huggies touchpoint that meets you at the exact time you might need it. Perfect.
Stands Out
Your customer is a busy person. Your touchpoint has to rise above the clutter and stand out.
Example:
This is a Apple shop. It’s not everyone’s cup of tea, but, if you’re an Apple person, This touchpoint is not only different than all the others, it’s actually how you’d like everything to be. Everything from the location to the messages in the wall screens, is designed to make you feel just like you want.
Simple
Robert Thaler, a behavioural economist and the 2017 Nobel prize winner for economics said: “If you want to get somebody to do something, make it easy”.
People like simple stuff and are far more inclined to use something if we make it easy for them.
Example:
If you are a parent, you know that sometimes ordering in pizza is the only viable solution for a quick dinner fix. It is also a well known fact that kids don’t like to diversify - they want the same thing every time. Dominos Pizza created the “One Click Pizza” button, so you don’t have to spend more than a second to get that dinner on the table.
Personalized
We have data, so why not give every person an experience that is catered personally? People are much more likely to interact with touch-points that are designed for their specific need.
Example:
If you search for a flight from Barcelona to Buenos Aires in the morning, but didn’t have time to close the deal, Kayak will advertise that specific route, for your specific dates, in other sites you visit, and save you the hassle of entering that information again.
Flexible
People like to have a choice. We are all different and would like to be able to do things our way. Too many choices is a hassle, but we want to have some flexibility.
Example:
Some people like to sign in with their email and others like to use their social media accounts. More and more services offer multiple sign in methods, so that their customers can choose the one they are most comfortable with.
Fun
We like to have fun. Every touchpoint should try to be entertaining.
Example:
Zeekit is an online fashion store that delivers a full interactive shopping experience . Mix and match freely to choose your prefered items. Great fun that is sure to vamp up sales.
Design all of you touch-points with this checklist in mind and your customers will love you for it.