Last Impressions Last!

A recent shift from focusing attention on customer service and satisfying customers through to a more encompassing management of ‘Customer Experience’ is definitely a wise decision. However, it is important to understand 3 key areas that will impact on whether your organisation delivers a true ‘customer experience’. Firstly, you need to know what the expectation of the customer is; then you need to manage the experience and thirdly you need to understand what will be remembered.

Of course, expectations set the bar height in terms of anticipation about the experience somebody is going to have and so cannot be ignored. However, it has previously been assumed that the memory of the experience is the same as the actual experience but research from Daniel Kahneman has shown that they can be very different and small changes to the experience can have a lasting impact on the memory of the experience. Therefore customers’ expectations, experiences and memory of their experience need to be understood, controlled and managed through to deliver loyal customers in the future.

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