Expectations And Perceptions Still Shape Decisions

I recently offered my definition for “the perfect customer experience:”

A set of interactions that consistently exceed the needs and expectations of a customer.

That post, along with my recent posts that looked at specific channels, got me thinking about research that I published way back in 2002 called “Mastering Online Customer Service.” It had the following figure which explains how consumers select the channels that they use.

 Expectations Define Channel Choice

Even after all these years, I still think that this makes sense. The graphic also points out the importance of three elements that I used in the definition above: customer needs, customer expectations, and customer perceptions.

The bottom line: While many things change all the time, the dynamics of consumer behavior aren’t that dynamic.

Written by 

I'm an experience (XM) management catalyst; helping organizations improve results by engaging the hearts and minds of their employees, customers, and partners. I enjoy researching and speaking about leading-edge XM topics. I lead the Qualtrics XM Institute, which is the world's best job. We're igniting a global community of XM Professionals who are inspired and empowered to radically improve the human experience. To achieve this goal, my team focuses on thought leadership, training, and community building. My work is driven by a set of fundamental beliefs: 1) Everything starts and ends with human beings, so you need to understand how people think, feel, and behave; 2) XM is a discipline that needs to be woven throughout an organization's entire operating fabric; and 3) Building the XM discipline requires a combination of culture, competency, and technology.

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