Cancún, Mexico.- It is a fact that the design of customer experiences is the most significant differential factor for any company, since when I perceive the product and associated service as a pleasant experience, it will generate memories that will be consolidated and remain in the customer’s brain.
Gartner introduced the Customer Experience (CX) Pyramid, a new methodology for testing organizations’ customer journeys and forging more powerful experiences that deliver greater brand loyalty and advocacy.
In this article I want to share with you what would be the actions involved so that the conditions of each link of the pyramid can be met, since it is not possible to move to a higher link if the previous one has not been met, let’s see:
1st link: Provide information to the client.
For this, it is essential to maintain contact with the client and for it to be productive, that is, for it to be the moment of opportunity for, through observation stripped of cognitive biases and real active listening, to be able to discover the client’s sensory preferences and adjust. the product and service information to them and thus increase the attentional value of the information provided.
2nd link: Resolve problems reported by the client.
To achieve this second pyramid link, teamwork of all those involved in solving the requirements and problems brought by the client is a priority, since it is not only about solving them but quickly, efficiently and effectively, always in the interest of preventing these. in future stays.
3rd link: Resolve latent needs that the client has.
Human needs are imperative, so once they arise, the brain will mobilize all the necessary resources to solve them and thus recover the lost balance. The above makes it crucial that both the capacity and the resolution speed are as high as possible.
Effective communication and the disappearance of barriers between all those involved in the resolution process is essential for the success of this third link.
4th link: Provide solutions to customer needs before they ask for them.
Anticipating clients’ needs is an elicitor of pleasant emotions such as surprise, which generates perishable memories in the client’s brain. Voluntarily placing the client at the center of attention is necessary to be able to anticipate their needs and provide personalized solutions to their preferences.
5th link: Create an experience that makes you feel safe and powerful.
The last link in this pyramid is reserved for the client’s feelings, especially feelings of emotional security that will allow them to be in a state of comforting and pleasant balance. Making the client feel understood, listened to, pampered will make them feel important and they will surely repeat their stay at the hotel.
Before finishing, I would like you to think about what link in the pyramid your customers feel when they are in your company or when you offer them your products and services. Remember that experience is a construct that does not exist outside of the client’s mind and the great challenge is to make each client’s mind build it during contact with what you offer.
Osvaldo Torres special for