What influences Customer Experience?

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?

Customer Experience definition


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.

Customer Desire Model

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!

Relations as the basis of enterprise strategy

Enterprise strategy management can be described via 3 development stages: focus on product, customer or relations.

Relations as the basis of enterprise strategy

Which strategy would ensure sustainability, depends on environment: economical situation, competition, and increasingly the capability to evaluate the development of society and skill to go along.

4 possible relations focused models of strategy  

1.Shared Value =  society & business
–creating long-term competitive advantages by engaging with societies in deeper level e.g. fair trade
2.Platform/standard based = platform owner, partners & customer
–i.e. software producers or telecom providers provide free platforms, solutions for creating wide basis for new developments, new applications or increase other services usage
3.Co-created = Customer & company
–the businesses rely on customers to create meaning for the frame, platform they are providing customers with (Warcraft, Facebook, Habbo Hotel, LinkedIn etc) where a company provide customers a platform for communications, social interaction and fun. Each party at these platforms act selfishly and use the opportunity of
a)great communication platform as a customer
b)great reach and dialogue opportunities as an advertiser
c)enjoy the scale and free value creation by users and advertisers enabling commercial success as a platform owner
4.Coalition = Several companies/ products & customer
–to join forces and relationships of several companies/ products in to one single offering in order to enable stronger hold of customers in variety of different contexts and also offer higher reward for buying from this coalition as well to ease customer choice
–spread current customer relationship and tie it to new partners enabling effective cross selling operation and increase in sales for all partners/ products resulting a tool for market growth in all participating partner categories