Beyond Customer Experience

Businesses are finally starting to catch on that a disciplined approach to improving the customer experience leads to profit. That’s the starting point, and it’s fantastic.

But what’s the next step? What’s beyond improving the customer experience?

Well, we can think about the customer not merely as a customer, but as a well-rounded human being, who takes on many roles throughout the course of a day: patient, student, user, guest, citizen, not to mention friend, employee, parent, and so on. We can improve the human experience.

How can we improve human experience? How can we think about those many roles we all have in a business context, and why should we?

Those additional roles become dimensions of the person you’re trying to do business with. The more dimensional that person is to you, the more likely you’ll be able to offer them value. When you offer them value, you establish the basis of a meaningful relationship.

We always have to look for the human nuances if we want to build meaning.