There have been some questions around some people being more aware of the 'clues' and nuances of experiences.
A good friend and colleague, Dr. Gerald Zaltman, HBS professor emeritus and author of How Customers Think, who is cited heavily in my book, notes more than 95 per cent of what we process in experiences takes place on an unconscious level.
He also tells us "the tangible attributes of a product or service have far less influence on consumer preference than the sub-conscious sensory and emotional elements derived from the total experience".
We're always aware of more and effected by more than we think we're aware of or effected by in experiences.
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Recent Comments | 1 Total
December 16, 2004 at 12:54pm by antwallace
While the uninitiated may fail to notice the subtle clues that are intentionally or unintentionally included in a cultivated customer experience, as a student of customer experience, have you found that your awareness affects your experience.
If even those who are trying to cultivate the customer experience remain unaware of the subconscious then there would be no way to cultivate the experience. A positive customer experience would be left up to luck, which in many cases it has been.
For us to have a meaningful conversation about customer experience there must be more to influencing it than luck. There must be ways to cultivate it subtlety without it coming across as contrived.