Previously we have written about Customer Experience and how it gives the company competitive advantage. Customer experience is vital part in experience design, where we try to analyze service through customers’ eyes. This is also important part in service design. But what customer experience and what are the differences of customer desires?
It’s known that more than 50% of Customer Experience is about emotions. This includes also B2B environment. So this means that it is more important to look deeper inside the customer to understand their motivations, desires and what drives value for them.
In the book “Customer Experience: Future Trends and Insights” the authors have made a model where they show all of the levels of customer desires.
In this model we see that all customer desires are divided in 4 categories:
- SUBCONSCIOUS– they don’t say it but it still drives value
- CONSCIOUS – customer knows they want it and it drives value
- INVISIBLE – customers don’t want it and it doesn’t drive value
- DECEPTION – customers say they want it but it doesn’t drive value
It is important that company knows their customers to understand which of these desires drive value to the customer and what doesn’t!