3 Tripping Points of the customer experience
And why customers are like cats
1. Entering a new environment
Think of a cat entering a new room. It is wary and on guard. It skirts round the edges of the room. Its senses are heightened. It looks for threats. “Can I trust this place and these people?” For humans, our most basic instinct is exactly the same. It is about survival. So when we encounter something novel, our first instinct is, “Is it safe?!” Subconsciously we each have expectations about how a new situation is likely to unfold. These expectations are shaped by our previous expectations and our acquired knowledge. New experiences are tricky because by definition we lack ‘experience data’. So our expectations are less well-informed. This makes us wary and suspicious. Just like the cat, we are ready to bolt for the door if things trip us up!
There are many examples of new situations we encounter as consumers:
- Listening to a confusing list of contact centre IVR options
- Entering a car showroom, as the sales guy (oh for a friendly female!) swaggers over
- Opening the door of a travel agent shop and seeing everyone on the phone
- Checking into a posh hotel
- Walking into a restaurant when there’s no one immediately available to check our reservation
2. Being in a position of weakness
3. Paying for things
- Our previous positive experiences
- How important our goal is to us
- Our current motivational state
- How hungry we are (we all know that empty stomach rattiness!)
- The time of the day
- The colour of the walls
- The way the environment smells
- The attitude of the person we are dealing with
- Etc. You get the gist. And also, an individual person’s response will vary from day to day.
So, for organisations, improving experiences is a question of marginal gains. It’s about identifying and removing as many obstacles as possible. Which makes for a smoother customer journey. (This is what our CX Lab methodology is designed to do). Removing obstacles means increasing the chances of your customers buying from you. It means increasingly the likelihood of customers spending more and coming back for more.
One final thought to leave you to mull over. There’s a huge opportunity for Blockchain to be used to help eliminate many Tripping Points. But that can wait for another blog post….