Tone of voice adds to customer experience
A customer’s experience begins well before any transaction might take place. Take this sign outside a Manchester cafe – cake or no cake. It sets up an impression of delivering cake (which is very important) but also of a sense of humour and playfulness. If I go in for cake, I expect a friendly welcome in a quirky atmosphere – and I haven’t even stepped inside yet! If the inside of the cafe doesn’t deliver these things, then I will be disappointed, almost regardless of how I’m treated as a customer and how good the cake is.
Customer experience, for me, is about creating expectations and then delivering against them. But it’s also about more than service – it’s about ambiance, smells, emotions and feelings. It includes design, tone of voice, attitudes of staff and yes, tasty cake (or other quality product).
One of the academic papers I read recently (1) provided a review of customer experience literature and built a framework of four dimensions of customer experience as follows:
- individual experience – how the product or service fits into the life of an individual customer
- customer journey – how the relationship is developed over a long term
- service ecosystem – how the organisation takes into account the other organisations and factors which affect the product or service
- measurement – the importance of using multiple measures to asses a product, service or relationship
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I’ve been finding these four elements useful discussion points with my clients – exploring each factor to see what can be improved. They create much food for thought, as they challenge organisations to be much holistic about designing and maintaining customer experiences.
How are you measuring up against these four elements?
Reference:
(1) De Keyser, K. N. Lemon, P. Klaus, and T. L. Keiningham, “A Framework for Understanding and Managing the Customer Experience,” Mark. Sci. Inst. Work. Pap. Ser. 2015, Rep. No. 15-121, Forthcom., no. Report No. 15-121, pp. 1–47, 2015.