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Creating An Intentional Customer Experience
As President of Scandinavian Airlines (SAS), Jan Carlzon famously stated that each of his ten million customers annually came in contact with approximately five SAS employees, and this contact lasted an average of 15 seconds each time. According to Carlzon, SAS was created 50 million times a year, 15 seconds at a time. Carlzon called these 50 million interactions the "moments of truth" that ultimately determined whether SAS succeeded or failed as a company. Through this definition, Carlzon focused on the service interactions as the essence of his company’s Customer Experience.
Starbucks, in contrast, has taken a different approach. While the custom-made beverages prepared by Starbucks’ Baristas (or counter personnel) are a central part of the Starbucks Customer Experience, Starbucks also differentiated their experience by providing a “Third Place”, a venue where people can spend time that is neither work nor home but provides an enjoyable third alternative.
We define a company’s Customer Experience as any interaction a potential or actual customer has with a company, in any form, from the time they first begin to consider a purchase, through purchase and use, until after eventual completion of the experience. For some companies, such as educational institutions or school bus manufacturers, this end-to-end Customer Experience spans years if not decades.
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Schedule a Personal, Online Seminar Today
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Schedule
a personal, online seminar with one of our Principals today. You will
receive a live, individual presentation and discussion via WebEx,
either 30 or 90 minutes in length. The seminar will be highly
interactive, allowing you to receive information, ask questions and
discuss how these concepts apply to your unique situation. Both visual
and audio information will be exchanged.
You
will attend the seminar over your own internet connection and access to
a toll-free telephone number (for US-based participants only.)
Clicking on the button to the right will take you to a calendar of
available seminar dates and times and allow you to confirm your
personal seminar today.
30-minute
QUICKSTART Seminars are generally scheduled every weekday from 9:00 AM
- 9:30 AM Pacific Standard Time. 90-minute Seminars are generally
scheduled every weekday from 10:30 AM - 12:00 PM Pacific Standard Time.
If you prefer a different schedule, please email us at
mydesignteam@intentionaldesign.com.
A fee of
$250 is charged for each 30-minute QUICKSTART Seminar, and a fee of
$750.00 is charged for each 90-minute Seminar. These fees can be fully
applied to any services purchased within 90 days after the seminar.
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