The process of transforming any business can be a complicated one, but when you take into consideration the seven levels of customer experience for business transformation success, it gets much clearer. First off, let’s look at the process by which customers enter your store or facility. On the outside, they come in looking for products and/or services that satisfy their needs. But on the inside, they are likely filled with internal conflict and may be actively resisting or even welcoming the “buy-in” necessary for a successful sale. With this in mind, here are the seven levels of customer experience… Enjoy!
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Customer Experience Level 1 – Rational Experience
The Rational Experience level of customer experience relates to how your internal organization and processes actually treat them as a person. They are given an opportunity to discuss their concerns and receive answers that are informed and accurate. At this level of customer experience, they have given a firm commitment to purchase from you. But as they journey further through their experience, they become more likely to question these commitments and to try and get around them. At this point, they have moved into the third experience zone – the emotional experience. You can determine their level of emotion by asking them what emotion they experience as they enter your store.
Customer Experience Level 2 – Subconscious Experience
The Subconscious Experience level of customer experience for business transformation success has very little to do with your internal processes. The Subconscious Experience level of customer experience is all about opening the door for dialogue within your own organization. This is about helping your store visitors feel more at home. At this point in the customer buying cycle, they are more likely to make a decision. And this decision-making power comes from a commitment to provide answers and a commitment to offer a solution. If a store visitor does not feel like they are in a secure place, there is a good chance they are not going to buy from that business.
Customer Experience Level 3 – Emotional Experience
The Emotional Experience level of customer experience is all about making your customers feel good. This is about understanding your store visitors and making sure they leave your store happy. This is about making sure they come back. When your store visitors leave your store happy, they tell others about their experience. Word gets out quickly.
Customer Experience Level 4 – Customer Relationship Management (CRM)
The Customer Relationship Management level of customer experience for business transformation success is about understanding your customer and knowing how to respond to them. The CRM process focuses on creating a strong customer base, developing a plan to foster customer loyalty and building an ongoing relationship with your customers. The more you understand your customers, the better you can serve them. And the more you serve customers, the more money you will make. But the most important part of the CRM strategy is to ensure that each customer is offered a unique, customized experience. This is the true meaning of social media.
Customer Experience Level 5 – Social Media
The Social Media level of customer experience for business transformation success is all about engaging with your customers and encouraging them to engage with your store. You want to be seen as a “go to” company. You want to be seen as a place people want to be. It doesn’t matter if you are selling jewelry, electronics or clothes. If you treat your customers well, if you provide excellent service and value, then you will draw in a loyal crowd of customers.
Customer Experience Level 6 – Leadership & Management
The Leadership & Management level of customer experience for business transformation success is all about coaching your store visitors and staff so that they feel empowered and responsible for their decisions. There are no dumb questions. If someone has a question, they need to be able to easily find an answer. If you are clueless about something, ask. If you don’t know what to say, find someone who is capable and knowledgeable about that topic. The more your store visitors feel empowered and supported, the more satisfied they will be with your product or service and the more they will be likely to purchase from you.
Customer Experience Level 7 – Contact & Relationship
The Contact & Relationship levels of customer experience for business transformation success are all about building a good relationship with the customers and prospects, you are trying to reach. If you aren’t good at this, then hire a professional who can do it. Your prospects may not purchase from you right now, but they will in the future. If you can’t build a relationship with these people, you won’t be successful.
In this article, we’ve explored the seven levels of customer experience. Remember, on the outside customers come in looking for products and/or services that satisfy their needs. But on the inside, they are likely filled with internal conflict and may be actively resisting or even welcoming the “buy-in” necessary for a successful sale. So be good at all seven of these levels of customer service for business transformation success. It will pay off.