03 January 2006

Building Great Customer Experiences - P23

Stages of customer experience

01) Expectation setting
Your view of a customer experience is set before you walk through the door. It is built from the brand image of the company, advertising, word of mouth, your experience of dealing with it in the past or with similar companies, and your experience in other markets where you believe the functional aspects are the same.

02) Pre-purchase interactions
This phase encompasses all the activities that lead to your decision to buy, to the point at which you say, "I'll have one," and enter a purchase. In the consumer world, people are increasingly gathering information prior to purchase.

03) Purchase interactions
This phase starts when you have decided to buy. You are now in the heart of your customer experience. You will witness the activities of the companies.

04) Product or service consumption
This occurs when you are actually using the product or service that you have purchased.

05) Post-experience review
At the end of your customer experience you intuitively review the performance against your expectations and then reset them. You also determine whether next time you need to deploy a 'coping strategy' to deal with any inefficiencies.

These 5 stages actually represent the buying cycle.

There are many versions of buying cycle.

Huthwaite (http://www.huthwaite.com/)
01) Recognition of Needs
02) Evaluation of Options
03) Resolution of Concerns
04) Decision
05) Implementation
06) Changes over Time

Lysis (http://www.salesandmanagement.com/)
01) Recognize the problem or need
02) Identify possible solutions to problem
03) Search for potential sources to solve the problem or fill the need
04) Decision - Evaluate solutions and resources
05) Implementation
06) Evaluate and provide feedback

Short Cycle Selling
01) Problem recognition and identification
02) Search for solutions
03) Evaluation of alternatives
04) Purchase
05) Assessment of purchase satisfaction
06) Alleviation of postpurchase dissonance (eliminate buyer's remorse)

01) Discover
02) Evaluate
03) Acquire
04) Integrate
05) Extend

AIUAPR - Buying Decision Model
01) Awareness
02) Interest
03) Understanding
04) Attitudes
05) Purchase
06) Repeat Purchase

In the TXM model, this buying cycle is presented in a much systematic approach.
1.1) Enquiry / RFI
2.1) Consideration
3.1) Negotiation
4.1) Commit / Purchase
5.1) Payment
6.1) Delivery
7.1) Post-Sales Service Request
8.1) Objection - Soft
8.2) Objection - Hard
0.1) Complaint
0.2) Unavailable - Short Term / Long Term
0.3) Referral

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