Customer Experience:  Building a Path to Spectacular

Every year (virtually every year!), we reserve the spring break week for Disney World in Orlando, FL.
While late for the kids, a favorite experience, without question is the fireworks display every night over the castle in the main park.

It’s always interesting to see oodles of family memories being made at ALL times throughout the year, recorded proudly on Facebook and other social venues.  It’s where memories are made – and shared with millions!

Pouring in come wishes from those who have never been, as well as return reservations from those who have.

This is how spectacular works.

Recently, this article on Disney cites a 70% return rate, which is remarkably high for a theme park.  While certainly overused for illustrating outstanding customer experience practices, Disney never ceases to inspire – from every angle.

Why couldn’t your manufacturing business be more Disney-like?

If a strategy, at its core, is about defining your customer, the value you deliver that customer, and how you deliver it in the marketplace, than ‘experience’ matters.  Additionally, when products and services are easily copied, experiences differentiate.  I suggest that experience innovation is one of your top 5 growth growth initiatives each year given the fast changes occurring in technology.

There are three very easy questions that your marketing, experience or service teams should be pondering at every touch point with your customers.  If you have never considered a path to purchase or consumer journey project within your organization, this is a perfect time.  Here is a great example of a consumer journey map by Lego.

A consumer journey map defines the end-to-end path a customer follows from inspiration for you product or service to first awareness of your products and brands to how they seek information, interact with your technology, social media, employees, and ultimately, to the final decision to purchase.

Emotional feelings lead to rational thoughts and rational thoughts will drive or illicit some kind of response or action.  To the best of your ability, the charge is to own this chain reaction at every step, turn and interaction on the journey.

What emotions and feelings are your customer interactions generating?
Define exactly how you want your consumer or customer to feel when they drive into your parking lots or use your bathrooms.  What kind of feelings are interactions with your customer service staff generating?

What are they thinking as a result of those feelings?
If emotions and feelings drive rational thoughts….then, what rational conclusions might I make about the food in your restaurant if the paper towels are empty in the restrooms.  If I am confused by the interface on your website, what thoughts might that trigger with respect to your capabilities as a business to deliver on-time?

What actions do they take as a result?
Will the emotions and thoughts your experience creates drive me to act in your favor or in opposition?  In other words, will I click ‘purchase’ or will I ‘abandon’.  Will I ‘share’.  Will I ‘return again’.  Will I simply do nothing.  No action is sometimes a signal that your experience broke down.

So, will you consider mapping a path to purchase for your brand?  Except….don’t stop at the purchase.

I encourage you to go beyond the tangible transaction (where most organizations stop).

Maybe more appropriately, to build a path to spectacular.

Spectacular is shared and experienced over and over again.

If you’re interested in building a path to spectacular for your business, let’s connect here.  If you enjoyed this post and you happen to know of others who would also enjoy it, please forward / share!

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