The “Six Laws of Customer Experience” as defined by Bruce Temkin are these…
1) Every interaction creates a personal reaction
Getting customer feedback is vital to the success of your product or service. Listen to your sternest critics. If they care enough to complain, then what they have to say is important for you to understand and take on board. This is one of the most effective ways of optimizing your business. This applies equally to product launch marketing where one of the most effective tools is a blog.
2) People are instinctively self-centered.
Make it as easy as possible for customers to buy by answering their number one question
‘What’s in it for me?”
Buying is first and foremost an emotional decision only later to be justified by logic. Stating the benefits of buying your product appeals to the emotions. Features help to support the logic of the buying decision, so only come into play later.
3) Customer familiarity breeds alignment
Or to put that in plain English. Your initial market research must be thorough. Knowing what keeps your prospective customers awake at night not to mention what their interests and hobbies are will ensure that your product solves some pain, frustration or need. Your USP must reflect this and be transferred to your customer to become their UBA.
4) Unengaged employees don’t create engaged customers
Your company value proposition must first be understood and taken on board by the people who work for you whether you be an old style bricks and mortar business or a 21st century virtual company with a global network of outsourced full time knowledge workers. They can talk the talk but if they do not walk the walk, your customers will know it. Training is vital as is communication. If they don’t know how can they tell others?
5) Employees do what is measured, incented, and celebrated.
Don’t look out for what your people are doing wrong but what they are doing right. Be positive and acknowledge their efforts. They will be much more willing to go the extra mile for you and listen to your suggestions as to how to optimize what they are doing. A smile goes a long way. Boost moral and you will have a motivated team. You will find your metrics improving!
6) You can’t fake it
Your company value proposition must run through everything it says and does like a seam of gold through solid rock. Your prospects will sense it if it doesn’t