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CUSTOMER INTERFACE

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Customer experience management involves five steps. They are:

The fourth step is to structure the consumer interface. The consumer interface refers to the dynamic exchange of information in service that occurs between the customer and a company. Structuring the customer interface deals with the following three types of exchanges and interactions:

  • face-to-face
  • personal-but-distant
  • electronic

Technology can improve the interface experience and you should train the right staff. The following three aspects are key for managing the customer interface correctly:

  • Essence and Flexibility
    • Essence and Flexibility describes that it is important "what" is communicated to the customer when a direct contact exists (=customer interface)
    • Flexibility turns the sales space into a living space; sales staff are considered to be human beings, not robots.
  • Style and Substance
    • Style refers to the manner of expressing the Essence and Flexibility of the interface (e.g. style of a Web Site)
    • Substance refers to tangibles associated with it ("how" you communicate)

  • Timing
    • Interface exchanges and interactions extend over time (question of: initiation of contact, frequency of contact and the length of time the contact exists)

See also