Customer Experience Strategy: The 12 Experience Values That Matter Most to Customers

CUSTOMER EXPERIENCE STRATEGY
What Customers Want
And the 12 experience values that matter most

The essence of experience is emotion.
Companies create emotional engagement only
when they deliver what customers recognize as
intensely valuable.
We call these Experience Value Propositions
(EVPs) – and years of clients and research have
revealed there are twelve (12) that matter.
Customer Experience Is A Feeling…Not a
Feature

Companies need to know customers to serve them, not sell them. Customers
are aware that information is being collected about them, so an expectation has
been set that this shared information will result in greater recognition of who
they are. Customers also want to feel like they are special – even in a crowd of
a million. Companies should strive for “the segment of one.”

Customers don’t always want a relationship with a service provider, they
want the service provider to power their relationships. Customers want
to be connected to things they care about. A company should strive to
be the amplifier of those connections. Companies that own and amplify
the connection are the most meaningful service providers.

Customers’ needs change over time. A solution that was once perfect
may no longer be. Families transform and businesses grow. A company
that demonstrates loyalty, flexibility, and adaptability around its individual
customer’s needs and lifestyle changes will win hearts and minds.

Customers expect transparency from companies they transact with.
Transparency, if done mindfully, can lead to greater trust between a
brand and its customers. Customers are looking for tangible moments
that communicate the brand promise. Customers also want a company
to show commitment in the relationship.

Customers want to feel special and be offered unique incentives that are
contextually meaningful to them in a reciprocating relationship. They
need to see tangible value at agreeable price points, good warranties,
clear ROI and new benefits that offset perceived risk.

Customers demand respect from service companies, particularly when
there are other comparable options. Respect includes being treated
kindly and fairly, supporting contextual needs and honoring a customer’s
desire for greater control in the world he shares with you.

Customers’ time and attention is scarce in today’s world, so the
company that either wastes it or makes a customer work harder will be
considered not worth the time and attention the effort takes. Companies
should strive to make the relationship they desire with customers as
easy as possible.

Customers want to be surprised and delighted by a brand’s experience.
Delight occurs around three moments: anticipation, novelty, and
unexpected desire fulfillment.

Customers want to achieve more, improve current conditions, and have
a framework that drives actionable results for the aspirations they have
identified. Companies should seek to inspire with an eye toward
customers’ futures – because the two are inextricably intertwined.

Customers want assistance when they need it most and support to
navigate a world of products and services. When companies introduce
meaningful services that improves a customers’ life daily, particularly
easing transitions and transactions seamlessly, they are truly helping
customers.

Protection is more than helpful – it’s looking out for customers’ best
interests – always. A company should strive to be a customer advocate
whenever possible, even when customers don’t expect it.

Empowerment is a step beyond protection because it arms a customer
with information, services and products to help themselves.
Empowerment puts the customer completely in control and new levels
of confidence are possible.

Where Should Your Company Be?
(factors include brand and industry)

Customer Experience Strategy: The 12 Experience Values That Matter Most to Customers

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