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 am an experience management transformist, helping organizations improve business results by engaging the hearts and minds of their customers, employees, and partners. My "job" is Head of the Qualtrics XM Institute. The Institute is still being established, but our goal is to help organizations around the world thrive by mastering Experience Management (XM). As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. And, as many people know, I love to speak about these topics in almost any forum. Prior to joining Qualtrics, I was managing partner of Temkin Group (leading CX research, advisory, and training firm), co-founder and chair of the Customer Experience Professionals Association (CXPA.org), and a VP at Forrester Research. I'm a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Check out my LinkedIn profile: www.linkedin.com/in/brucetemkin

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