What Customers Crave

Instead, success is derived from these three principles:
1.Understand your customers not through their market demographics but from the perspective of what they truly love and hate.
2.Invent exceptional human experiences across all five touchpoints (defined later in this chapter): the pre-touch, first-touch, core-touch, last-touch, and in-touch.
3.Express these exceptional experiences via digital and nondigital means.
That’s it. The secret sauce. It’s not rocket science after all

Once we truly understand the customer types within our specific business, we can begin to innovate exceptional customer experiences to each of those types, throughout their entire journey, using both digital and non-digital channels.

Given the world we live in, we can no longer understand our customers simply by grouping them based on their age, ethnicity, economic status, gender, and geography. This gets you nowhere on a good day and can bankrupt you on a bad one.

What I do care deeply about, to the depths of my marketing soul, is what they love and what they hate.

re are four things you need to know about your customers:
1.What they like and hate across each and every sensor
2.How to target them across their price/value sensitivity
3.What their expectations are across each and every touchpoint
4.How to reach them across both digital and non-digital channels

3.What their expectations are across each and every touchpoint

I call the three building blocks or key areas of the anatomical view ESP (Expectation, Sensory Experience, and Price/Value). Together, they tell you what your customers hate and love. Here’s how it works