Effective Experience

To understand what a "effective customer experienceFirst, we must question traditional notions of perfection and customer satisfaction. Here, the key lies not in a flawless experience, but in create memorable and meaningful momentsThis suggests that highlights, even if few, can have a more significant impact on customer perception than an effort focused solely on eliminating imperfections.

Another important point is consistency and managing expectations: if I have chosen to make a certain stage of my customer journey memorable (e.g., check-in at a hotel), I have to be able to maintain it, because otherwise, if the customer perceives that today is great and tomorrow is mediocre, what I generate is frustration.

Two ineffective experiences

I have beenan early adopterand admirer of Uber and Airbnb because of the experiences they have provided me. However, recent bad experiences with these brands have led me to discuss it with those around me and discover that I am not the only one who is becoming disenchanted.

Both brands represented a disruptor in their industry, offering a novel and personalized experience, quickly gaining popularity and satisfaction among their users. However, in my case, over time, my perception of that experience has worsened, resulting in a decline in service quality and responsiveness to problems. This shows me that an effective customer experience requires not only peaks of satisfaction, but also consistency that meets the expectations created.

When I shared it, I received comments such as:

Uber has rested on its laurels, and taxi drivers have stepped up their game. I'm taking more and more taxis.

"For the price of an Airbnb, I can stay at a hotel, where everything is taken care of for me and if I have any problems, they are resolved."

It is curious how some models were considered obsolete: traditional taxis and hotels have managed to react and bounce back strongly, overcoming the catastrophe that was predicted for them. They have done so by shifting their focus to an effective and, I would say, sustainable customer experience.

Our conclusion: An effective customer experience builds loyalty and improves business, while a "fake" customer experience generates frustration and customer loss.

If you would like to learn more about the concept of effective experience, I am attaching the book PIG Strategy (translated by us into Spanish) to this article , which explains it in a very straightforward way. You can download it completely free of charge and without having to provide your personal details.

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