A customer’s product experience passes through six basic stages. To help companies assess the quality of a buyer’s total experience, we have identified the key questions for each stage. Individually, these questions may be obvious, but taken together, they uncover the full picture of the experience cycle.
- How long does it take to find the product you need?
- Is the place of purchase attractive and accessible?
- How secure is the transaction environment?
- How rapidly can you make a purchase?
- How long does it take to get a product delivered?
- How difficult is it to unpack and install a new product?
- Does the product require tuning or expert mastering?
- Is the product easy to store when not in use?
- How effective are the product’s features and functions?
- Do you need other products and services to make this product work?
- If yes, how costly are they?
- Does the product require external maintenance?
- How easy is it to maintain and update the product?
- Will use of the product create waste items?
- How easy is it to dispose of the product?
There are six “utility levers” that a company can apply to each of the activities in the cycle:
- Customer productivity
- Fun and image
- Environmental friendliness
How to tell a flyer from a failure
by W. Chan Kim
Financial Times, January 23, 2001