Benefits of “linking” the customer experience


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If you have any experience working with spreadsheets or hyper text in web documents, then you understand the power of linking information from one place to another, and the benefits that can be derived from allowing people to follow information “trails” so they can find out more information that is relevant to them. In fact, that’s really all the internet is: one big stream of linked information. Type in a search term, get provided links. Click on the most appealing links, and a whole new level of information opens up with more links, and so on.

Taking this concept out of the realm of strict data and into the world of the customer experience can provide the same benefits. It allows the customer to have a sense of power over their experience, since they are choosing their particular experience “path,” and it provides valuable information for them to digest along with your marketing and testimonials.

But just because the customer has the power to choose the best experience for them does not mean you give up your right to control their ultimate experience with your company. After all, you would be the one making the links or the connections to other aspects of the experience or information they may find useful.

Below is a rough outline of how this process might look, based on options that a customer might experience walking into a new home sales office:

(click on the pic to view larger image)

Of course this is just a quick example for demonstration, but in reality, if you can find ways to link options to the various branches of expected or possible behaviors, you will be helping the customer choose their “own” experience, even though you are in complete control of all of the potential outcomes (or as many options as you have information available for).

Of course, the ultimate linking tree would have every customer experience ending up in a sale, but that may just not be reality. Reality is that it’s okay when customers are honest enough to know that they may not be a good fit for your product or services, and to allow them that privilege.

This type of thinking can cover all aspects of your customer interaction with your business; from referred sales to ongoing service. Linking the various touch-points will ultimately create a sense of control for your customer that can increase their satisfaction by helping them avoid what they consider unnecessary stops along the way. This really is another way of maximizing their time and respecting their involvement, both of which go a long way in building the ongoing customer relationships.

Just for fun…

“There is a theory which states that if ever anybody discovers exactly what the Universe is for and why it is here, it will instantly disappear and be replaced by something even more bizarre and inexplicable…There is another theory which states that this has already happened.” – Douglas Adams

Republished with author's permission from original post.

Steve Martorano
Steve has been on the front lines with customers for over 25 years. He is currently Director of Customer Services for Polygon Northwest, a real estate developer in both the Seattle and Portland markets. Steve is also the creator of, an online resource designed to provide insights and training to customer professionals across many industries.


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