Why do we put bent cans of
vegetables back on the grocery store shelf?
Why do we FedEx or UPS a large check when speed of arrival is not a
requirement? A part of understanding the
customer’s experience is that it often involves perceptual features that, if
missing, mangled, or in jeopardy, trigger alarm.
The customer’s perceptions of a bus driver
with obvious alcohol breath are not just about the driver’s personal
habits. When passengers lower a serving
tray on an airline and notice coffee stains, their negative reaction could
trigger an intuitive leap to the condition of the plane’s engine and a concern
that the plane might crash.
Customer perceptions can take
them way past what they observe to what they conclude. And, when those conclusions leave them
anxious about the outcome, then the message to a service provider is
irrefutable: be a constant guardian of
the details that feed a customer’s perceptions.
What can you do to protect customers from perceptual anxiety?
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