Which investments on business improvement initiatives can lead to maximising their returns? While the answer to this question is not clear, it can be found at what lies at the core of every business: The Customers and their experiences. This is because these experiences eventually become the determining factor in the retention of existing customers and attracting new ones. And while the design and development of such experiences can be very challenging, they can also be extremely beneficial. So how is it possible to maximise investments through understanding the Customer Experience? Here are 5 essential tips to guide you through the process:
- The Customer Decision-Making process: The key challenge for developing an objective judgement on investment efforts is understanding the decision-making forces that drive your customers to do business with you. Consequently, it is crucial to develop mechanisms for grasping the perspectives that customers develop through their experiences when they are serviced.
- Let your customers experience, not consume: One of the most important decision-making criteria that customers have for doing business with a brand are the intangible values that they experience with this brand. These values are complementary to the actual benefit offered by the products and services, and they create an experience that is supplementary to the consumption of an offering.