How Does One Grade Experience?

When it comes to delighting customers, some businesses go to the end of imagination to provide experiences that will linger in their souls for decades. Whilst others just seem to not care at all.

If there were a scale or matrix that we could plot and measure these experiences, it would give us a way to measure, manage and improve our performances. Maybe there is?

We have, through research and experience, developed a 4-prong approach to measuring customer experience, especially within the hospitality sector. When booking for a holiday we look for one or a combination of fantastic experience, good food, a little bit of intrigue and mystery or some exercise to get the blood pumping. We call these the 4-Fs: Fantasy, Food, Fear and Fatigue. Thus, creating a measurable scale to grade customer experience within the Experience cost grid. Add a measurable layer of Convenience and now we have a four-dimensional graph to live by.

So, when we encounter a mountain hike in Greenland with a campfire dinner and try to compare it to a 7-star cruise liner with silver service, we can. And once measured we can begin to see areas of improvement and add additional delight-factors for the clients.

What we cannot measure, we cannot manage, what we cannot manage, we cannot improve. Let’s learn to measure our customer experience and then do something about it to make it better.