Latent needs make or break customer perception While studies concerning the role of our subconscious do not entirely concur, they all quote an influencing factor between 75 percent and 95 percent. Given the magnitude of that role, why do the vast majority of surveys aimed at improving customer experience explicitly ask customers what matters to […]
The idea began as… “Wouldn’t it be fantastic if, by really looking at people and their specific context, by truly understanding them, we can offer them better services and help get them off supplementary benefit?” A number of years ago, I was confronted with service design and was immediately convinced of the amazing value which […]
Listening…. we do it every day, often without further thought. To music, the weather report, our loved ones and colleagues. And of course we also listen to our customers. So what’s the difference between listening and actually hearing what someone says? What’s the difference between saying something and actually being heard? A wise man once […]
Many a document has been written in recent years on how customers can be made so happy that they will sing your praises. Virtually all these visions are based on the emotional experience which makes the difference. Matthew Dixon and others have already suggested an alternative perspective, with their account of the importance of convenience […]
In the maelstrom of customer experience, the customer journey has become an increasingly popular tool with which to look at services from the customer’s perspective. How does a customer click through the website? What emotions are felt during the journey? What are the most important steps in the journey? All questions which require different applications […]