The 3 P’s of Customer Experience: Use them for improving CRM
I have found the approach presented here particularly useful, not only from a structural perspective but as a process of deepening the understanding of customer interactions in organisations.
Many times when a survey is being planned or is under construction, the hardest part is perfecting the questions to the point that the data obtained will serve its purpose – resulting in direct business benefits. The approach presented here will simplify and streamline the process of survey creation with added rationale from the respondent point of view.
Having said that there are many established researchers who have developed far more complex and comprehensive models for conceptualising customer experience that you might want to have a closer look at e.g. Google Scholar.PRE-PURCHASE EXPERIENCE
Before the customer connects with or tries out your products and services, the information will be obtained from one or multiple sources. Now, whether it is the internet, word of mouth recommendation, or any other medium where the products and services are being advertised, this is the stage when the expectations of that future interaction (between business & customer) are formed. Whatever is being promised, the accuracy of that information will be validated in the following stage of perceived experience.
Another thing directly related to pre-purchase experience is convenience of finding the information, if the process was troublesome or effortless. And even though convenience does not carry the same weight as accuracy of information, which has a direct relationship with the fulfilment of expectations, it can easily result as a loss of business for just being troublesome – especially in today’s world of short attention spans due to information overload.
In terms of collecting customer feedback, the first part of the questionnaire could emphasise the pre-purchase experience by evaluating the success factors of marketing efforts, as mentioned above…