![\"customer](\"https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2022\/03\/karen-zhao-jLRIsfkWRGo-unsplash-1024x576.jpg\")
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Picture this: You\u2019re in a darkened movie theater, you’ve got popcorn in hand, the newest thriller is about to come on the screen, and you\u2019re ready. Even if you aren\u2019t personally a fan of fear, you probably know someone who gets reallly excited in anticipation of what’s hidden behind the next corner — the known unknown, you might say.<\/p>\n
Customer experience is like that.<\/p>\n
In a World…<\/h2>\n
To use the famous movie trailer phrase, “In a world where…” customers are looking for extraordinary, immersive experiences<\/a>, the ability to trigger their excitement over what is about to come next is a key differentiator for any company. The better and more awe-inspiring the experience, the higher customer satisfaction and better chances of cultivating customer loyalty. The experience of a scary movie is similar: Viewers look forward to the thrills and chills, then walk away sharing good or bad reviews with others.<\/p>\n Scary movies can be polarizing, with viewers either singing praises or viciously cutting down a film. For those involved with the film, these reviews can be an uplifting joy or devastating blow. There are plenty of tips businesses can take from these experiences to fine tune their customer experiences<\/a> and make it better.<\/p>\n The movie IT<\/em> came out after months of fanfare. Imagery of Bill Skarsg\u00e5rd\u2019s demonic smile in full makeup behind the red balloon thrilled anticipating audiences. Tim Curry reprised the original clown Pennywise, based off Stephen King\u2019s novel by the same name, and it was a terrifying portrayal. Bill, in the remake, was sleeker, darker, and more sinister. People were ready to be terrified with each new image or teaser video that came out.<\/p>\n Companies can do the same thing (build anticipation, that is — not terrify people!). Before new updates to their software, rebranding, or new product\/service, they can tempt consumers within their target audiences\u2019 expectations<\/a> with small captures of what\u2019s to come. You are setting up customers to both feel excited about what’s on the way and to enjoy the eventual experience, too. <\/p>\n There\u2019s a lot to say about anticipation, even in a world of instant gratification. Provide multiple avenues of information so consumers can investigate and satisfy their desire to know more. It\u2019s a balance between giving them what they want and increasing their desire to have it. Scary movies are excellent at this, and companies can benefit from this same lesson.<\/p>\n Think of companies like Apple or Samsung sharing hints of new phones that are about to be released. Consumers don\u2019t immediately know the look and feel of the phone or all the specs. But they come to know individual features, upgrades to what they currently have, and the way it will provide a new \u201clifestyle\u201d experience in a drip-feed fashion until the full reveal comes. This echoes the hype that precedes upcoming films, like movie trailers, title posters, interviews with actors, and media kits.<\/p>\n Wondering how you can keep your participants hanging on with suspense?<\/strong> Micro-moments are the little tiny touchpoints that impact a person’s experience. In some cases, they are the triggers that make people reach for their mobile device. A micro-moment might inspire someone to want to:<\/p>\n In the idea of movies, micro-moments are those small touchpoints that heighten the watcher’s experiences and then combine to make a greater whole. Each scare, each time they jump in their seats, and each time they laugh off the moment. The times they thought they\u2019d be scared, but instead only tension was built to breaking levels. <\/p>\n Those are the movie\u2019s micro-moments, until they all come together in an amazing experience the customer can\u2019t forget. Yes, they may share overall experience as a review avoid giving spoilers, but it\u2019s the small moments they remember and tell their friends about as they convince them to go have the same experience.<\/p>\n With businesses, staying relevant at each micro-moment is critical in your relationship with current or future customers. Information about you, your website, your social media presence, the support your company provides, and your branding all are part of the micro-moments beyond the purchase of a product or service. In fact, there are a multitude of touchpoints along the customer journey<\/a>\u00a0long before someone even decides to become your customer. <\/p>\n Ensuring you are creating amazing experiences across touchpoints makes it more likely for your customers to travel through the journey smoothly to purchase. It also helps on the side of retention and lowers churn as you satisfy your customers in the small ways that sometimes go unnoticed. How is your support? Do you check in with your clients? Are you effectively using contextual personalization on your website? These and other similar micro-moment reviews will improve your conversions along the customer journey map.<\/p>\n We\u2019ve talked about micro-moments with your customers, and we can take it a step further in compound experiences. While micro-moments help you enhance experience as much as possible, compound experience is based on an accumulation of experiences along a broader span.<\/p>\n Let\u2019s look back at the movie IT<\/em>\u00a0as a compound experience. The trailer starts off by creating anticipation and desire to see the film. Many trailers are also broken into shorter teasers, and variations of teasers can also be developed to highlight different aspects to different audiences. <\/p>\n Next, the movie theater itself: darkened room, smell of popcorn, surround sound, and cushioned seats, all directing you to focus and marvel at the events unfolding on the giant screen in front of you. Traveling into the movie, you have the opening sequence, the set of up the red balloon and boat traveling over water to the sewer in a cinematically blue-toned film. And on it goes…<\/p>\n This entire process guides the viewer\/customer with mini-experiences one after the other to create greater satisfaction at the conclusion of the journey. Screenwriters have this down to a science and movie theaters join in the “experience enhancement” process to increase their own revenue.<\/p>\n The same can be down in business for better strategic planning for customer experience. Micro-moments offer a close look at specific elements, but compound experiences focus on bringing multiple ingredients together to provide the best possible experience.<\/p>\n Of course, you don\u2019t want just to offer one standalone experience, even if it\u2019s excellent. Putting all of your effort into delivering a one-hit wonder isn’t a solid game plan for continued growth, whether in business or the arts. Andy Muschietti, the director of IT<\/em>, is also the director of Mama<\/em>, the 2013 horror film, and the upcoming Attack on Titan<\/em> live-action film, to name a few. He consistently drives horror fanatics crazy with excitement when he comes out with a new film.<\/p>\n Are your customers anticipating your next offerings? Hopefully so! Even after a great experience, leave your customers wanting more. In Sogolytics\u2019s What Remarkable CX Leaders Do Differently<\/a><\/em> we explore the changes post-COVID that drive down the old view of brand loyalty. People are much more likely to switch from adequate brands that meet their basic needs to those that provide a better experience, and they’re not likely to return.<\/p>\nSet Expectations<\/h2>\n
\nWatch Skills, Chills, and Thrills: Better Surveys Through Scary Movies<\/a>!<\/strong><\/p>\nPick Powerful Micro-Moments<\/h2>\n
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![\"customer](\"https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2022\/03\/nong-v-PbspBt8DOyY-unsplash-1024x683.jpg\")
<\/p>\nDeliver a Compound Experience<\/h2>\n
Don\u2019t be a One-Hit Wonder<\/h2>\n