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Seeing What Your Customers See

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Jeannie Walters, CCXP
Jeannie Walters, CCXP

Cognitive dissonance refers to the discomfort of holding conflicting beliefs or ideas. People are motivated to reduce dissonance by changing beliefs, adding new ones, or lessening the importance of conflicting elements. The document discusses seeing things from a customer's perspective and understanding their journey from initial awareness of a product or service through satisfaction, loyalty and advocacy. It advises being objective, meeting customers where they are, understanding what they seek, managing expectations set by competitors, and documenting insights.

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See What Your Customers See
Seeing What Your Customers See
Cognitive Dissonance is the discomfort experienced when simultaneously holding two or more conflicting cognitions: ideas, beliefs, values or emotional reactions. In a state of dissonance, people may sometimes feel "disequilibrium": frustration, hunger, dread, guilt, anger, embarrassment, anxiety, etc. people have a motivational drive to reduce dissonance by altering existing cognitions, adding new ones to create a consistent belief system, or alternatively by reducing the importance of any one of the dissonant elements.
Seeing What Your Customers See
Seeing What Your Customers See
Be As Objective as You CAN Be.
Seeing What Your Customers See
Awareness Consideration Selection Purchase Satisfaction Loyalty Advocacy Pre-Sale Engagement Trial Buy Meets Expectation Delight Proactive Pre-Need Casual Research Evaluation Onboarding/ Deployment Might Leave Testimonial Offers Feedback First Impression Comparison Shopping Post- Purchase Exceeds Expectation Tells Others YOUR Customers Journey
Be Where Your Customers Are.
Dont Be Afraid to Play A Role.
Stop Obsessing About Your Brand. (Your customers arent.)
What Are Your Customers Seeking?
Your Competition Is Setting Your Customers Expectations
Write It Down!
Awareness Consideration Selection Purchase Satisfaction Loyalty Advocacy Pre-Sale Engagement Trial Buy Meets Expectation Delight Proactive Pre-Need Casual Research Evaluation Onboarding/ Deployment Might Leave Testimonial Offers Feedback First Impression Comparison Shopping Post- Purchase Exceeds Expectation Tells Others YOUR Customers Journey

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Seeing What Your Customers See

  • 3. Cognitive Dissonance is the discomfort experienced when simultaneously holding two or more conflicting cognitions: ideas, beliefs, values or emotional reactions. In a state of dissonance, people may sometimes feel "disequilibrium": frustration, hunger, dread, guilt, anger, embarrassment, anxiety, etc. people have a motivational drive to reduce dissonance by altering existing cognitions, adding new ones to create a consistent belief system, or alternatively by reducing the importance of any one of the dissonant elements.
  • 6. Be As Objective as You CAN Be.
  • 8. Awareness Consideration Selection Purchase Satisfaction Loyalty Advocacy Pre-Sale Engagement Trial Buy Meets Expectation Delight Proactive Pre-Need Casual Research Evaluation Onboarding/ Deployment Might Leave Testimonial Offers Feedback First Impression Comparison Shopping Post- Purchase Exceeds Expectation Tells Others YOUR Customers Journey
  • 9. Be Where Your Customers Are.
  • 10. Dont Be Afraid to Play A Role.
  • 11. Stop Obsessing About Your Brand. (Your customers arent.)
  • 12. What Are Your Customers Seeking?
  • 13. Your Competition Is Setting Your Customers Expectations
  • 15. Awareness Consideration Selection Purchase Satisfaction Loyalty Advocacy Pre-Sale Engagement Trial Buy Meets Expectation Delight Proactive Pre-Need Casual Research Evaluation Onboarding/ Deployment Might Leave Testimonial Offers Feedback First Impression Comparison Shopping Post- Purchase Exceeds Expectation Tells Others YOUR Customers Journey