Jon Picoult, author of From Impressed to Obsessed: 12 Principles for Turning Customers and Employees into Lifelong Fans, helps companies capitalize on the power of loyalty economics. He encourages them to create a premium experience rather than aspire to merely satisfy their customers. In this video, Picoult and Henderson delve into the science behind customer experience (CX) design, particularly the importance of cognitive science and psychology in shaping customer memories and perceptions.
When it comes to marketing a product, many companies tend to focus solely on the product itself. While quality and functionality are certainly important, it’s also crucial to consider the full experience — from marketing, to purchase, to shipping and delivery, to setup and use. By focusing on the entire experience, businesses can ensure they provide a high level of satisfaction from start to finish.
Picoult describes a premium customer experience as a great performance. Like a cheering audience, customers should feel impressed and eager to tell others afterwards. This requires attention to both the onstage and backstage components of the performance. The onstage component includes the obvious touchpoints the customer is aware of, but there are a number of backstage components the customers will never see. These elements have a huge impact on the quality of the overall performance.
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Jon Picoult is the author of From Impressed to Obsessed: 12 Principles for Turning Customers and Employees into Lifelong Fans. He and his book are often featured in leading media outlets such as Harvard Business Review, NBC News, Entrepreneur, and Forbes. You can learn more at watermarkconsult.net.