Awareness  

Buy  In  

Acquisi0on  

Care  

Use  

Share  

The  Customer  Experience  is  the  Process  

Awareness  

The  first  stage  in  the  customer  experience  lifecycle  is  “Awareness.”    This  is  the  stage  where  a  poten0al  customer  has  just  realized  he  has  a  need  that  your  product  or  service  could  fulfill.    

Awareness  

Awareness  

He  may  or  may  not  be  aware  of  your  company  yet.    He’s  just  beginning  to  seek  out  solu0ons,  so  you  want  to  make  sure  that  your  processes  are  visible  and  easily  accessible  –  and  you  can  quickly  respond  to  any  ques0ons  or  comments  that  come  your  way.    

Awareness  

Buy-­‐In  

Once  your  poten0al  customer  has  discovered  the  process,  he  begins  the  “Buy  In”  stage  in  the  process.    Your  prospec0ve  customers  will  also  have  instant  access  to  the  in0mate  opinions  of  friends,  acquaintances,  and  complete  strangers.      

Buy  In  

Buy-­‐In  Poten0al  customers  (known  as  Prosumers)  trust  the  opinions  of  their  peers  more  than  your  messages  or  even  those  of  thought  leaders  and  influencers.      84%  of  Millenials  say  social  opinions—even  from  people  they  don’t  know  well—influence  their  decisions.    

Buy  In  

Acquisi0on  

Now  that  your  customer  has  understood  your  process  and  services,  he  feels  like  he’s  ready  to  make  an  informed  decision.    PuZng  their  cash  on  the  table  is  the  measure  of  the  rela0onship  that  you  are  developing.      

Acquisi0on  

Care  

Once  you’ve  successfully  completed  acquisi0on,  you  want  to  make  sure  that  the  customers  first  “direct  Experience”  (ok,  every  Moment  of  Truth)  goes  well.        

Care  

Care  

This  will  largely  determine  whether  they  become  a  sporadic  customer,  or  a  loyal,  regular  customer.    

Care  

Use  

This  is  the  actual  using  of  the  product/service  and  process.  What  does  it  feel  like,  what  is  the  experience  really  like?  Some0mes  no  ma^er  how  good  your  process  is,  there  will  come  a  0me  when  a  customer  has  an  issue  that  requires  support.    

Use  

Use  The  way  that  you  handle  this  situa0on—the  systems  and  processes  set  up  for  assistance,  the  speed  and  quality  of  response,  the  relevance  of  content  available  for  them—will  all  impact  the  way  they  walk  away  feeling  about  your  performance.  

Use  

Share  Processes  that  deliver  Successful  Customer  Outcomes  get  talked  about.  Across  all  the  social  networks  and.  In  the  20th  C.  bad  experiences  would  be  repeated  to  20  people.  These  days  in  20  seconds  you  tell  millions  on  Twi^er.  Are  your  Moments  of  Truth  around  sharing  understood  and  working  well?    

Share  

Awareness  

Buy  In  

Acquisi0on  

Care  

Use  

Share  

The  Customer  Experience  is  the  Process