Human memories are quite selective. We operate in the mode of “What have you done for me today?” A good experience is sufficient to entice us to come back hoping there is a repeat good experience. However, any disappointing experience is bound to cause the customers to be upset no matter how many good experiences they might have had previously. And the memory of the bad experience lingers longer than one could rationally justify.
When asked, most businesses will tell you that they are in the business to satisfy customer’s needs and delight them in the process. In that case, the businesses need to design each activity so as to deliver delight to customers as they interact with the business and buy and use the products and services. “Design for Customer Experience” (DFCE) is the process of designing every activity a business does to deliver a delightful experience to customers. This approach captures the customer point of view as a priority.
Just as an iceberg floating in the sea has 90% of its ice hidden below the water level and only 10% visible, customer Touchpoints are the visible 10% of the customer facing processes. The remaining 90% of the processes are hidden from the customers but are crucial in defining and giving stability to the Touchpoint. When the foundation of the iceberg melts away the iceberg topples over, similarly if the processes in the background are not robust the Touchpoints can not hold on their own.
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