An Innovative Approach to Customer Experience Design

Successful companies recognize that the critical factor for future success is to put customers first and to make customer experience delivery a top priority in their business. Providing returns to shareholders and respect for employees are important, but secondary to the aim of getting customers to repeatedly buy products or services. Active Thinking can help businesses develop new customer experiences that will make a significant difference to their success. The Super-ordinate proposition model outlines four key elements that make up a successful customer experience: a valued transactional proposition, service design, service style, and moments of truth. The customer lifecycle model highlights the various life-stages of the relationship between customers and businesses. Delivering a customer experience that goes beyond satisfaction will differentiate businesses from their competitors and help them achieve sustainable growth.