Great blog post Rod – I often use the analogy of your ‘favourite film’ to describe the customer journey – you only tend to remember the best bits – the WOW moments – the rest of the film is absolutely necessary or you would not have the WOW moments at all. What are the WOW moments in your customer journey? What will they remember? Or is your customer journey like watching a very dull documentary on something that does not interest you!!
I remember reading a great paper from a few years ago in the Journal of Service Research, called “Service Design for Experience Centric Services” that talks about the
similarities between customer experience and plays, novels and films. The main point being to think about and design customer experience as ‘theatre’, and consider the dramatic flow and progression (the start, middle and end) of the customer journey as interactions occur.
This makes a lot of sense when you think about disciplines like customer journey mapping; the paper says we typically tend to remember the high and low points, and the ending, how you feel at the interaction’s conclusion. I would emphasise the word, ‘feel’ here, because it is our emotional response to customer experiences that will stay long with us after the mechanics – the nuts and bolts – of an interaction are long forgotten.
The sad fact is that doing…
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