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.
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.