The value of experience

I’ve talked a fair amount already about what it means for brands to differentiate themselves through experience, in particular in the context of, Lewis Carbone’s excellent book Clued In.

Well it couldn’t have been a more important topic at Forrester’s Consumer and Financial Services forum last week in Barcelona. The subject of a number of presentations including the keynote, Forrester has picked this as the deciding factor in the financial services market.

It’s easy to see why. With more and more sources of information and advice (from Goliaths like MoneySavingExpert or MoneySupermarket to your Uncle Bob who used to work at a bank), we now able to slice, dice and level the product market. The ability for providers to create competitive advantage through a cunning product set up and some nice marketing is heading rapidly out of the window.

This situation is not eased by ever more vigilant regulators. And what about when you think you’ve managed to get past the regulators but are treating your customers slightly less than fairly? Witness what happened to HSBC: while attempting a rate hike during the summer holidays they overlooked the power of Facebook and were eventually forced into humiliating defeat at the hands of the ‘Stop the Great HSBC Graduate Rip Off’ group and its 1000s of members.


The customers really are revolting – and not just the spotty student types.

The answer of course is to stop fighting the customer and to start giving them what they want, but on your terms.

And, what do all human beings want?

It certainly doesn’t take just one form but we can accurately say that all customers do want one thing – they want to feel better about themselves after dealing with your company.

They want to have experiences that make them feel more confident, more fulfilled, cleverer, or just plain happier. And companies that deliver better experiences will be rewarded with happier, more loyal and more profitable customers.

There’s a reason why Krispy Kreme gets to charge more than Dunkin Donuts for exactly the same product and still have customers queuing around the block. There’s a reason why BHS closed down and M&S picked up.

And so, that is the Forrester riff. Success may be about multi-channel, it may be about efficiency, it may be about product, but above all it’s about deep customer insight and using that to create experiences that customers feel positive about, so that they then spread the news about the brand. 

Of course, that doesn’t mean that every customer has to find every outcome positive. If you’re going to have to turn someone down for a loan, that can be done in better or worse ways, if someone is working out what their pension will earn them, you can’t always make the outcome happy, but you can make the experience empowering, and confidence (if not happiness) instilling.

Like all the best insights, it barely feels worth saying, once you’ve heard it but look at your everyday experiences with your bank or insurance company – on and offline – and tell me how you feel about them – or more importantly yourself – afterwards.

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