The Experience-Centric Organization

8. Experience Fulfillment: Designing the Experiential Journey

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Experience Fulfillment: Designing the Experiential Journey

In this chapter you will dive down into experience fulfillment and get an understanding of how customers experience your products and services as a journey that comprises touchpoints and interactions along the way. You will learn how to orchestrate these touchpoints, and how experience prototyping can give you insight into the customer experience at a very early stage of the innovation process.

A recent Consumer Reports survey asked people to rate everyday annoyances on a scale from 1 to 10, with a score of 10 being “annoys you tremendously.”1 Respondents rated the failure to get a human being on a customer service line an 8.6, second only to hidden fees (8.9) and more irritating than spam email (7.5) and inaccurate meteorologists (4.3). This means the second most irritating situation in people’s everyday lives is a service touchpoint.

The Whole Made from the Parts

What experience do customers have when using your services? Most likely, it’s very different from how the company experiences itself. Studies show that many organizations believe that their customers are having great experiences, but the customers themselves do not agree. There is a huge mismatch between what you think you’re offering and what customers perceive. This is because your customers view you and your services through the multiple touchpoints that they meet along their customer journey, ...