Customer experience—you’d be crazy to not care about it. Yes, the point of a business is to make some money, but customers are half of that equation. No one is going to want to keep shopping with you if they don’t like their first experience.
In fact, it’s been proven that almost half of consumers don’t go back to a business after they’ve received bad service. It doesn’t matter if there was a misunderstanding, if you fired the employee who dealt with them right after, or if someone was simply having a bad day. People care about their first impressions, so you need to make yours right.
This is why it’s important to understand the Customer Experience Pyramid for customer services. The Pyramid was developed by experts in customer experience management to make customer service mathematical, scientific, and easy to understand.
But what is the Customer Experience Pyramid?
If you’ve found yourself asking this question, you’ve come to the right place. This article will walk you through all you need to know about the Customer Experience Pyramid.
What Is the Customer Experience Pyramid?
Don’t be afraid of the shape. The Customer Experience Pyramid has nothing to do with pyramid schemes. It’s not a money-making opportunity or a business model; it’s simply a way for you to make sure your customer is having the best experience possible.
You can think of the Customer Experience Pyramid the way you think of the food pyramid. The most important things that you can afford to do go at the bottom. The things you should only use sparingly go out the top.
Human beings communicate through words and images. Control the images you use to think about your company, and you’ll surely rule the business world.
At the bottom of the pyramid is utility. Utility is your bread, your grains, your basics. A pragmatic, utilitarian philosophy is best to adopt when you’re dealing with the world of customer service.
Before anything else, you need to make sure you’re taking care of your customer’s needs. Throw all of your energy into making this a reality. Make sure you’re able to handle any problems that arise effectively, efficiently, and quickly.
Services can be fun, pleasurable, and easy to use. But all of that means nothing if it doesn’t work. Think of it like making dinner a pizza; you can add all of the topics you want, but if the dough isn’t good. . .
You see what we’re getting at.
While the utility is the most important part of the customer service experience, usability is extremely important as well. The point here is to make sure that the experience is as navigable and smooth as possible.
Think of ways you can make your customer service experience more usable.
Can you keep a customer service phone by you at all times to make it extremely difficult for your customers to reach you? Can you hire specific people who can handle specific types of customer service requests? What are your customer service hours—is there any way you can get 24-hour service going?
In a way, working on usability can help you improve the utility of your customer service team. Focusing on a customer’s use often helps with the utilitarian task of making sure the job gets done right. It also helps make the experience more enjoyable; no one is going to find something enjoyable if they don’t understand the way it works.
Usability is like the cheese of a pizza. Pizza can work without it; some pizzas are even designed to work without it. However, if you’re going to go with a pizza with cheese, you’re going to need to make sure that cheese is good.
Enjoyability isn’t necessarily about telling jokes to your clients and making their customer service experience life-changing. However, if you can manage your client’s emotional reaction, and create an experience that is unique to them, you’re more likely to get the customer coming back.
Enjoyability can be as simple as a waiter treating every customer as their own person, rather than a task to be completed. Or it can be something more elaborate.
It’s best to take a scientific, artistic approach to these types of things. Experiment and see what works best for you.
The enjoyability step is when we finally add the toppings on the pizza. It’s when you figure out exactly what your client likes. It helps you stand out from your competitors and keeps them coming back for more.
The Customer Experience Pyramid is a way of visualizing your strategy so you can better articulate it. Just think about the way a pyramid is built.
The peak is the prettiest piece to look at, and will most likely draw in the customers. However, the base is what keeps the whole enterprise from tumbling down, and keeps the loyal visitors coming back. Everything in between works as a liaison, making sure that the peak shines.
There’s a reason why triangles are considered some of the strongest shapes out there. Make use of this triangular structure to make your business shine.
While the Customer Experience Pyramid is a wonderful structure, it’s always a good idea to learn new ideas. Thankfully, there are many resources out there on the internet.
There’s an online business called Decibel that focuses on improving customer experience. Check them out if you want help improving customer experiences.
Improve Customer Experience
Customer experience is one of the most important considerations for anyone running a business. While yes, you need to make sure you have a good product, market efficiently, and keep your facility up and running, no one is going to come back to your business if they don’t have a good experience.
As the old adage goes, “Structure will set you free”. Make sure you study the structure of the Customer Experience Pyramid to make your business stand out.
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