Realms
To ensure that no stone is left unturned, we work across all elements of the marketing mix:
- Products & Services
- Pricing
- Promotional activities
- Place/ Distribution Channels
- People
- Physical Evidence (Sight, Sound, Smell, Feel, Taste)
- Process
Stages – the Customer Lifecycle
Interaction between the organisation and the customer happens in stages, all which need to be managed in slightly different ways:
- Attention
- Attraction
- Acquisition
- Engagement
- Development
- Retention
- Advocacy
- Win-back
States – the 15 Cs
There are 15 identifiable states that need to be considered in the delivery of customer experience. All fifteen of these states are possible at all stages of the customer lifecycle (above); however we have attempted to place them into some form of chronological order relative to where they are most likely to occur across the customer journey:
- Clarity - If the category is new, the customer needs to have a clear understanding of how proposition adds (positive) value
- Conformity - If it is within a category which is already widely understood, the proposition has to conform with the customer’s understanding, perception, requirements (e.g. quality, price)
- Choice - The target customer needs to have an adequate range of choice to meet their needs
- Comfort - The target customer needs to feel physically and mentally at ease with the proposition
- Confidence - The target customer has to have confidence in the proposition, typically communicated via the brand
- Convenience - The proposition has to be conveniently located to meet the purchasing and servicing requirements of the customer
- Control - The customer needs to feel that they have adequate control over the process
- Continuity - The customer needs to have confidence that the experience will be continue to be available
- Consistency - The customer needs to have confidence that the experience will be continue to be the same on every occasion
- Courtesy - The customer may need to feel like they are being treated courteously
- Congeniality - The customer may need to feel like they are being treated in a fun and friendly manner
- Culturally attuned - The experience needs to be culturally attuned to the beliefs, attitudes, values & practices of the customer
- Creditworthiness - The experience need to be worthy of praise by the customer
- Commendable - The experience needs to be of a standard to which the customer wants to actively recommend it to other people (advocacy)
- Commitment - The experience needs to be of a standard to which the customer is willing to commit to an ongoing relationship with the exchange partner
