Peering into customers` experience

In the reality faced by a business engaged in fierce competition, it appears to be very difficult to create customer values by letting them have a special experience. However, it is not impossible. The thing is, customers are in a continuous experience session.
To let customers have special experience, it is necessary to know what kind of experience customers want. Then, how can a business analyze their customer`s world of experiences accurately? First, they need to define target customers, i.e. what they do for living and how frequently they use the item.

Second, they need to categorize their customer`s world of experience, including their sociocultural background and business environment instead of confining it to things related to their brand.

Third, they need to track their experiences along all their contact points, i.e. ranging from the time they recognize and purchase an item until they throw it away after use. This is the most important process that enables them to understand their experience.

Nowadays, there is a flood of goods and services. Technologies are developed at an unprecedentedly rapid rate. Levels of expectations among customers continues to rise. In many cases, the levels of the quality of goods and services fall short of expectations. To increase the number of customers loyal to them, businesses need to make efforts to have them maintain a sense of affiliation toward them, in addition to satisfaction with goods and services.

In choosing a fancy restaurant for dinner, what we really want may be mental satisfaction. In sucha case, a restaurant that can help us pleasantly break from the stress or humdrum of everyday life may suit our needs better than one known for its exquisite foods. This is why businesses should carry out their marketing activities based on the fact humans are sensible animals.
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