Purpose Design is… a consistent customer experience

Purpose Design is… a consistent customer experience:

“I had such an amazing experience with this business. They were professional. They delivered on time. The product is incredible. You really need to try it.”

“That business? They were horrible! The product broke a week after we bought it. I called customer support and waited for 45 minutes to talk to a human being. And even then, they couldn’t help me. I’m never using them again!”

Too often, these widely varied customer experiences are the norm for a business.

The Swaying Experiences of Good and Bad

Some people consider the business an integral contributor to the betterment of their lives. Why else would troves of people line up for new releases at the Apple Store?

But then a negative experience can cloud a customer’s judgment for a long time. Look at how long it has taken Nike to move beyond the child labor issues decades ago. To this day, people refuse to acknowledge the good the company might be doing in society because of those issues that have long since passed.

Consistency is such a key component to the experiences you provide. If a customer believes one thing in her preliminary interactions with your business, but then during the moment of truth, she experiences the complete opposite, the consistency of your message falters significantly.

Purposeful Consistency

Purpose design, then, becomes an important element in providing that consistent customer experience.

When you discover the key elements of purpose for you, personally, and your organization, it creates the bedrock for future action. Purpose governs the way your culture operates and becomes the rallying point for external experiences.

Put differently, if your purpose involves honesty, you will have the foundation for how you present yourself in external marketing during those first moments of awareness. If the prospective customer leaves that engagement getting the sense that the company is about honesty, you’ve succeeded at that touch point.

But it doesn’t stop there. Because the lifecycle of your engagement with this prospective customer has just begun. Now the prospect is in the consideration process. In your communications with her, is she still getting the “honesty” feeling?

As the customer on-boards and tests the product, does it still convey “honesty”?

How about in the ongoing communications as the customer considers extending the relationship with your company in other areas?

What you begin to see is the importance of purpose design in mapping the customer experience and preparing for ways in which the business can live its purpose externally.

In summary, purpose design provides a consistent customer experience because it continually preaches the same message: “Practice what you promise.”

Your business can move beyond the inconsistencies of experience. You can move away from the disparate reactions from the customers we encountered above. All it takes is a little purpose.

The Bottom Line:
  • Are you practicing what you promise? In what areas do you encounter the most tension in the customer lifecycle? How can your purpose remedy those problematic spots?
  • How are you quantifying your experiences? Are you able to diagnose how people interact with the business and what impact you left?

Photo Credit: Sonja Pieper via Flickr/Creative Commons

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