Consciousness And The Customer Experience
We humans think and connect more than ever before
. We consume information. We network on social sites; research our buying decisions, assess our social values. We value products and services based on experiences. We offer commentary and vote with our dollars and sense. We score the experience, with use and accessibility to websites, visits to stores, conversations, chats or emails. Was it pleasing, did it inspire, tire, or serve to frustrate us?
At every touch point phone, e-mail, in person, chat, video, etc., consciousness is an essential ingredient to the customer experience and the success of the organization. When people are aware, awake and in tune with the physical environment, their perceptions sharpen, emotions are aligned. Then, people focus on design, story and subjective meaning. What is not said is often more important than what is. Experiential design looks to evoke positive perceptions, at every touch point, along the customer journey to create great experiences.
Using all the senses, Ray Kroc, founder of McDonalds, created a customer experience that is unique, now experienced worldwide. McDonalds kitchens were made visible to customers to provide a firsthand view of the facilitys cleanliness standards. Hamburgers, french-fries and beverage stalls were strategically positioned to choreograph employee movements that created a perception of speed-fast food in customers. Human beings are naturally happy with pleasant stimulating surroundings, and when such emotions are evoked, they make a lasting impression on the customer and make the experience a special one.
By focusing on consciousness and the customer experience, the organization must look at itself as a complex body of people, processes and technologies. A company can use the experiential design wheel as a tool to provide perspectives in six key areas of consciousness:
1) Knowledge (MENTAL) technology, training, process and procedures
2) Physical environments visual themes, colors, smells, sounds, or aesthetics to impact perceptions, moods, decisions and engagement.
3) Emotional quotient the perception of emotion, and the use of stories and allegory to identify emotional hot spots, to win the favor or support of employees and/or customers.
4) Leadership (SPIRIT) inspiration, communication, transparency and its use in gaining and winning support.
5) Sociability (SOCIAL) connections that define and build organizations, internally and eternally, through social action, media and service in community.
6) Measurement (INSIGHT) interpretation and use of data, surveys and analytics to score, assess and validate experiences against performance goals, to ideate and innovate.
Customer experience is a continuous and conscious process that happens on multiple levels. Implementing a plan that focuses on conscious experiences can be daunting exercise because of the complexity and simultaneous demands for top priority. The experiential design wheel is a simple and pragmatic approach that looks at key areas of consciousness and experience. A more detailed analysis is then possible, to assess customer segments/revenue contribution, tools and impact. Improving loyalty and lifetime value for both customers and employees does not come without a price. It is an effort that requires leadership and investment.
___________________________________________
This article is based on Keith Fivesons upcoming book of the same title, Consciousness and the Customer Experience. In collaboration with the Consciousness Quotient Institute, headquarters in Romania and offices globally, this article is protected by copyright; it can only be reproduced by permission. 2011 Keith Fiveson kfiveson@itesa.com | ITESA - customer experience management consulting, for lifetime value. Offices in New York and Manchester, UK. NY offices at 69 Fifth Avenue, Suite 9J, NY,
by: Keith Fiveson
Social Media And The Contact Center Social Media And The Customer Experience Touch And Leverage The Customer Experience For Life And Value The California Cabernet And Californian Wine Salt Lake Wedding Planning; Stay Clear Of Wedding And Reception Planning Emotional Tension Studies Support Pain And Insomnia Remedies While Abuse Of Pain Drugs Soars The Legal Consequences Of The Federal Reserve Act And Monetary Policy In America The Treatments And Causes Of Plantar Fasciitis Top Entrepreneurs In Uk Reveal The Best And Worst Sales Pitches Things To Consider In Choosing A Philippine Wedding Photographer And Videographer What Is A Messagequeue And How Is It Used? Needs And Benefits Of Drug Addiction Treatment Centers What You Need To Know To Become An Alcohol And Drug Counselor