If you want to improve your customer experience efficiently and effectively, it is crucial to appreciate non-linearity.

Not every interaction is equally important to your customers, occurs with equal frequency, or affects the same number of people. And not every interaction is equally memorable, has the same potential to change perceptions, or to influence purchasing behaviour.

The effect of improvements is also non-linear in the broader sense. Sellers with slightly lower ratings on eBay for example, have far less pricing power than those with perfect scores. Some data also shows that incremental improvements in satisfaction don’t have an incremental effect on customer behaviour. Relative rank among competitors matters more, and to have a chance of creating genuine loyalty you need to be exceptional. Going from ok to slightly better might make no difference. Non-linearity is everywhere.

The key to success then, is to identify which interactions can have the biggest impact. We must also be realistic about the likely effect of our interventions.

CX programs predicated on a belief that incremental improvements to satisfaction will yield incremental improvements to retention and repeat purchasing are likely to disappoint!

#cx #customerexperience

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