It’s emotional, and measures how people feel about you throughout these touch points:
An easy way to see the impact of this is to have a think about a new buying experience you had, how it made you feel and if you would re-purchase and tell others about it.
For me, I tried a private group training class. While the trainer and the exercises were excellent, the trainer was easily distracted and did not provide guidance on technique – therefore, as customers, we felt neglected and didn’t get the value we expected from the class.
Did this experience ‘WOW’ me? No.
Did this experience fuel advocacy? No.
Is this common? Yes.
It’s so easy to do better!
- If you ‘wow’ a customer, they will tell 3 people.
- If you give a negative experience, they will tell 9 people
Therefore, it is more cost-effective and impactful to mitigate the negative experience than investing in the ‘wow’ moment. (Although, there’s still a place for ‘wow’ moments!)
In the instance of the gym scenario – we didn’t need complimentary neck massages to satisfy us (wow moment). We simply needed the class to deliver what it was supposed to – what we expected it to, in this instance the customer attention and feedback on our technical execution, to get the most VALUE out of the class. If we don’t get value, we don’t have a good customer experience.
The journey ends. The time it took to get the customer in the first instance is fruitless.
