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.

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I am a customer experience transformist, helping large organizations improve business results by changing how they deal with customers. As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. I am also a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey.

Simply put, I am passionate about spotting emerging best practices and helping companies master them. And, as many people know, I love to speak about these topics in almost any forum.

My “title” is Managing Partner of the Temkin Group, a customer experience research and consulting firm that helps organizations become more customer-centric. Our goal is simple: accelerate the path to delighting customers.

I am also the co-founder and Emeritus Chair of the Customer Experience Professionals Association (CXPA.org), a non-profit organization dedicated to the success of CX professionals.

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