Experience-led businesses are normally the first to recognize shifting patterns in how their craft, and the people who buy it, are changing—and they adapt it.
Your current and future client’s perceptions matter. When capability, scale, quality, price and service delivery marches toward parity, people take note. When you’re purpose-built to continuously offer something distinctively different, innovative and hard-to-copy—that’s relevant.
Experience-led firms are designed to remain relevant in the face of perpetuating change by focusing on service design and delivery that is distinctively different, innovative and impossible to copy.
Experience-led businesses realize that experiences are loosely predictively encoded by the firm while rigidly and meticulously decoded by their client. Because client experience is about the set of interactions between the firm and client, experience-led firms yield to how clients are likely to decode them. Journey-based interaction mapping allows experience-led firms to put their client experience through a metaphorical MRI to see what’s happening beyond educated guesses. They then isolate moments of truth, points of friction and opportunities to innovate based on real journeys that will determine client loyalty.
Experience-led businesses believe compassion is a force-multiplier and that anticipating interaction outcomes with empathy will outperform anything. To this end, they study all interactions that matter and plan with a continuous-improvement mindset.
Mistakes will always happen and poor experiences are inevitable. Recovery is the lynchpin. Experience-led businesses develop iron-clad recovery models for every interaction.
All services perish once consumed. Some are remembered, most are not. What do you want your client to remember? Experience-led businesses learn just enough science about client experience memory to ‘hack’ these highly subjective phenomena to their advantage.
Client’s experiences are stored in either ‘episodic’ or ‘semantic’ memory. Services that cannot reach into the experiential level and cannot gain enough distinction in the minds of their clients, are doomed to semantic or procedural memory—or the forgotten.
Savvy, experience-led firms learn to ‘hack’ service experiences so their clients are able to mentally relive each part of their experience with the firm—focusing on the distinctive and valuable elements when they are asked to advocate or refer you to others. This is a difference-maker.