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ECT News Community   »   CRM Buyer Talkback   »   Re: Extreme Customer Experience

Re: Extreme Customer Experience
Posted by: Denis Pombriant 2019-04-03 16:38:03
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CRM guru Samson Lee has a new idea about customer experience. I don't know that I agree with it, but Lee has a way of making you question your assumptions and possibly change your viewpoint. Lee describes extreme experience in his paper, "Replace Customer-Centricity with Extreme Experience," as the inevitable pain you have to go through to reach nirvana -- that is, get the product or service you want from the vendor you want. He describes a pleasure-pain gap, or PPG, as a tool for building up a brand in customers' eyes.

Re: Extreme Customer Experience
Posted by: Stephanie_at_Ontraport 2019-04-03 16:40:03 In reply to: Denis Pombriant
It's possible to get the best of both worlds - delight customers without creating an exaggerated pleasure-pain gap. Putting aside flair to focus on a successful, straightforward experience makes sense, because that's what customers are expecting. But going just one step past their expectations stands out. For instance, we recently started delivering boxes to new customers after their first payment. They include a copy of our most recent magazine, stickers, instructions on getting started with the software, etc. It's not necessary and our customers don't expect it, but that element of delight helps us stand out from the crowd. It also helps that it gets us social exposure.
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