A number of years ago, Bain asked corporate executives about the experience they provided customers. 80% of the 362 respondents believed they provided a “superior experience.” When Bain surveyed their customers, a different answer was found. Only 8% of customers agreed with the claim of a “superior experience.”
Forget gap, this 72% difference is more like a chasm. Stealing the vernacular from author Geoffrey Moore, it needs to be crossed. Bain analyzed the issues that account for the gap. They are as follows:
- 8% is attributed to a failure to design
- 25% is attributed to a failure to executed on delivery
- 39% is attributed to a failure to develop capabilities to renew experience
Getting Past the Basics Towards a System of 3D Renewal
Here is a three phase process for navigating renewal and creating WOW:
#1 DISCOVER
The first step in 3D experience renewal involves DISCOVERY. The process of reviewing your current delivery. How are you doing on meeting the expectations of your customer? Are you meeting the base needs? Once you’ve nailed the basics, now its time to get READY focus on research with an eye towards renewal.
#2 DESIGN
The second step in 3D renewal involves DESIGN. Where do you want to go? What areas do you want to enhance? How are you planning to measure progress along the journey? Here are steps to take AIM:
#3 DEPLOY
The last step in 3D renewal is DEPLOYMENT. Testing the innovations, implementing the enhancements and developing a process for ongoing management.
Today’s Lagniappe (a little something extra thrown in for good measure) – Here is a video by the Cleveland Clinic on empathy. Empathy is a key part of th DISCOVER process. Hat tip to friend and author of Customer CEO, Chuck Wall of Market Power for sharing it:
