Creating a Unique Customer Experience: Discovering the Moments that Matter

There are moments that matter… moments that shape how we feel and what we believe about our favorite brands and products.  Think about when you opened your first iPad or other Apple device – a moment that Apple designed to be special, simple and beautiful creating an instant love of the product purchased.

Creating a customer experience model that works in business to business companies is more challenging than for companies like Apple, Nike or the Ritz-Carleton hotel, but we know that those businesses that find a way to create a unique and differentiated customer experience are the ones that will be successful.

Begin with your customers.  Yes– speak to them and listen to what they have to say.  They will tell you the moments where they wish they had a partner to help them – their first presentation to the board, a team to co-create and innovate a future product or service line, a partner that can envision the future with them.  And through your discussions you will learn where your customers aspire to go, and you will find a map for some of the moments that matter to your customers.  These are the moments that can help to shape the customer experience model for your company.

Some of you may hold to the belief that customers don’t have a vision unless you put the idea in front of them, but you can use co-creation approaches to improve upon the experience that your customers have in working with your company.  This doesn’t require you to bend to every customer request, but it does require a focus on the experience and moments that you might create through your people, products and services to help your business define an experience that is memorable for your clients.

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Like any good relationship, customer engagement is a long-term, reciprocal effort. When done well, meaningful engagement leads to better business results, faster.

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