I am sharing several brief thought pieces on topics near and dear to my heart. This is the first. My hope is that these few slides help you as you think about changing your customers’ experiences.

1. FIVE SLIDES ON
CUSTOMER EXPERIENCE
April 2018
NeilGiblin / 610 220 4101 / neilgiblin1@mac.com

2. A CUSTOMER EXPERIENCE IS WHEN…
■ A customer makes an effort to…
■ Achieve some intended purpose…
■ Using our product or service.
4/10/18 NeilGiblin / 610 220 4101 / neilgiblin1@mac.com 2

3. BUT FIRST COMES AN EXPECTATION…
Whether they are conscious of it or not, the customer has an
expectation regarding the experience our product or service delivers.
So a bar is always set. Expectations are not unknowable. For
example, if a customer calls our contact center with a problem, we
know they might reasonably expect that our representative:
 Knows who they are
 Feels the same urgency they feel
 Owns their service experience outcome
 Has all required functionality at their disposal
 Has the knowledge and skills to help
 Will not ruin their day with unpleasant surprises!
NeilGiblin / 610 220 4101 / neilgiblin1@mac.com4/10/18

4. ASTHE EXPERIENCE UNFOLDS A PERCEPTION
FORMS…
In the mind of the customer, and
they compare that perception to
their expectation. Based on the
result, expectations are reset.
And the customer makes a
decision about whether to give us
a shot at providing another
experience.
If you put all the parts together it
looks like this. The goal of our
business is to keep the Customer
Experience Cycle spinning (for
every profitable customer) on
and on.
4/10/18
EXPECTATION
EXPERIENCE
PERCEPTION
NeilGiblin / 610 220 4101 / neilgiblin1@mac.com 44/10/18
The Customer Experience Cycle

5. Success
Failure
RecoveryHAPPY
UNHAPPY
VALUE ADDED NON-VALUE ADDED
EXPECTATION
Help
PERCEPTION
KNOWING PERCEPTIONS AND EXPECTATIONS…
Allows us to plot experiences in a simple 2 x 2 that in
turn can help us gauge our performance and the
likelihood of the customer coming back for more.
So the more we know about perceptions and
expectations the better.
Every customer experience falls into one of these
four quadrants.
1. SUCCESS –They expected value, and we gave
them value!
2. HELP –They expected value, and we came up
short… will they opt for a non-value added
experience to make it right?
3. RECOVERY – Now we’ve gone and made them
do something they didn’t really want to do, but
there is a happy ending.
4. FAILURE –We made them do something they
didn’t want to do, and we blew it… obviously
repeated failures drive customers away.
4/10/18 NeilGiblin / 610 220 4101 / neilgiblin1@mac.com 5

6. Success
Failure
RecoveryHAPPY
UNHAPPY
EXPECTATION
PERCEPTION
IF ALL OF OUR CUSTOMERS’ EXPERIENCES...
Were plotted on the Customer Experience 2 X 2 we could
ask and with some analysis possibly answer a number of
interesting questions:
■ Why aren’t all of our experiences value added
successes?… or why do we have so many non-value
added experiences?
■ How many people who need help are trying to get it?
■ Why aren’t all those that need help trying to get it?
How many of them are we losing?
■ How many people who reach out for help end up in
the Recovery quadrant?... In the Failure quadrant?
■ Should we be spending more to reduce the number
of Failure experiences?
■ Does it make sense to reach out pro-actively to
customers who are having Failure experiences?
■ How many customers are having repeated Help
experiences?... repeated Failure experiences?
Help
VALUE ADDED NON-VALUE ADDED
4/10/18 NeilGiblin / 610 220 4101 / neilgiblin1@mac.com 6