Today, one of the main assets for the development of companies is the quality of the user experience. This evokes the customer’s experience throughout the buying process. This takes into account his first contact with the brand or company until the sale is completed or the customer withdraws. If the customer gets some satisfaction from his interaction with the company, he will give it a good publicity by leaving a positive review on its page for example. As a result, the company gains in notoriety and increases its sales and then its turnover, by ricochet. It is therefore important for the company to offer each customer a positive experience throughout their purchasing journey in order to maintain the relationship. The right marketing strategy to achieve this goal must be based on the customer experience pyramid. What exactly do we need to understand?
How is the customer experience pyramid defined?
The User Experience Pyramid (or CX Pyramid) is the starting point for any good marketing policy within a company that aspires to improve its interaction with the customer. It is a concept inspired by Maslow’s pyramid and equates to each stage of the company’s interaction with the customer.
By definition, the user experience pyramid is a visual materialization of all the experiences that customers have within a company. This representation is in the form of a pyramid in six steps. Each step is equivalent to the client’s needs and expectations and these are organized by priority.
It should also be said that the CX pyramid takes into account the user experience itself, but also the form of interaction between the two parties (buyer and seller) and even the user’s satisfaction. To put it more clearly, when the customer is at the bottom of the CX pyramid, it means that his satisfaction level is very low. On the other hand, a position at the top of the CX pyramid indicates a very positive user experience with an optimal level of satisfaction.
What is the purpose of the customer experience pyramid?
With the User Experience Pyramid, companies can easily measure their performance and evaluate the shape of their interaction with customers. This is an essential step to implement the right marketing strategy to better satisfy users. The goal will be to increase your customers’ positive experiences and make them last.
The user experience pyramid allows the company to position its service in relation to the degree of satisfaction felt by consumers. You will be able to measure the strengths and weaknesses of your brand and use them to implement your marketing actions.
You will know which positions have a low impact on user satisfaction and you will be able to better boost your user experience management strategy .
What do the 6 stages of the user experience pyramid represent?
For a CX pyramid, six levels are identified, each representing a degree of user satisfaction.
The first step of the user experience pyramid is the basis of this representation. This is the basic service that the company offers to the customer: the data. This stage corresponds to the phase of information research by the customers. Ideally, the company should be able to satisfy this need in a short time and better, in an automated way.
For optimal time management, the company can, for example, opt for self-service. It will then provide users with a conversational agent for exchanges. Providing an FAQ or product manual are also winning policies to optimize the success of the customer journey. If this step of the CX pyramid is important to initiate a customer interaction, it is not enough to motivate the consumer’s purchase decision and make it last.
The second step of the user experience pyramid allows us to go a step further in customer interaction by aiming at personalization. Here, the policy to mark the customers is to bring a satisfactory answer to their problems.
Personalizing the customer experience allows you to stand out from the competition. You create a special bond with the customer and you optimize their level of trust in order to perpetuate it.
If you are able to lead the customer to step 3 of the CX pyramid, it means that you have been able to help them reach their final goal. Here, special emphasis must be placed on listening to customer support. This is what allows us to offer personalized support to the client. This implies that human support should not be forgotten, even if the company opts for digital tools for the service to be offered to the user. The proximity between the customer and the brand will be reinforced.
Stage 4 of the user experience pyramid is the phase in which the company anticipates the customer’s needs by making useful proposals. It’s a way to prove your commitment to the user, optimize the experience and make it last.
To achieve this level of the CX pyramid, the company will take into account its database by checking the buyer’s habits throughout their journey. In addition to personalization, the customer will benefit from a qualitative user experience.
Step 5 of the user experience pyramid is the one that corresponds to a more advanced analysis of customer information. This allows a better anticipation of the user’s needs. Here, trends and new consumer habits must be taken into account by the company.
The last step of the user experience pyramid is optimal satisfaction. This is the tier that represents the Holy Grail for businesses, and this is the stage your brand should aspire to when building its customer interaction. At this stage, the buyer is valued and feels at the center of the brand’s marketing actions. The user experience is unique, and it’s the best way to enhance the buyer.
Of course, beyond the high quality customer relationship, it is also necessary to focus on the offer of goods and services and to differentiate it from the competition.
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