Snippets: efficiency + pleasantness = happy customers
OK, the title is formulaic and simplistic, but it's not too far off from what this study discovered https://www.havascx.com/x-index.
In fact, it feels like a breath of fresh air amidst the bombardment with advice to create customer experience that is as memorable, empathetic, and as emotionally involving as possible. I have nothing against this latter view, but we seem to forget that customers have lives to life, and lives that extend beyond consumption.
I'm personally very much in favour of the jobs-to-be-done approach, for it highlights that customers have goals they are looking to achieve, and brands, and products, and services, are mostly means to an end. And what we typically expect from means is to act as intended, and to allow us to do the job efficiently so we can go on with the other things we want to pursue in life.
The Havas study shows this clearly:
"a simple and seamless purchase journey makes up a substantial portion of the CX scores in each of the five countries – including a huge 31% of total score for digital pure players in the UK"
"‘the brand keeps its commitments’ ranks in the three most important criteria in two out of five markets underscores the importance of reliability and not overpromising/underdelivering"
Not that the pleasantness of the journey is not important. Quite the contrary, it ranked as the top factor in 3 of the 5 markets. Yet, 'pleasant' doesn't necessarily mean memorable or emotionally charged. Efficiency can be pleasant, just like when I have uninterrupted internet connection which makes for a very pleasant experience, albeit not an emotional one.
Having happy customers then, unsurprisingly, seems to be a function of a brand meeting customers' expectations around the functional elements (efficiency), and around the hedonic elements of value (pleasantness). A well-known but somehow constantly dropping out of the picture conclusion.
My best wishes for a great day ahead!