Customer Experience For Dummies

Chapter 6

Good Intentions: Identifying Your Customer Experience Intent

In This Chapter

Grasping the power of intent

Deciding who should determine your customer experience intent

Checking out the characteristics of a customer experience intent statement

Looking at sample customer experience intent statements

Making sure that your intent statement lines up with your brand

Dealing with dissenters

In the course of our consulting work, we’ve helped hundreds of companies. With each new client, we often start by asking one simple question:

“What do you want your customers to feel and experience when they are interacting with you?”

Seems easy enough to answer, right? Perhaps — but here’s the catch: We ask people to limit their answer to three words. No paragraphs, no sentences … just three measly words.

Invariably, people respond with wildly different answers. In fact, for every ten people ...