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	<title>Comments on: Attract &#038; Motivate Through Customer Experience</title>
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	<link>http://experiencecurve.com/archives/attract-motivate-through-customer-experience</link>
	<description>Social Media and New Marketing Strategy</description>
	<pubDate>Fri, 25 Jul 2008 10:19:03 +0000</pubDate>
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		<title>By: Out to Pasture &#38;#187; &#38;#8220;Co-creation&#38;#8221; and SL Projects</title>
		<link>http://experiencecurve.com/archives/attract-motivate-through-customer-experience#comment-95</link>
		<dc:creator>Out to Pasture &#38;#187; &#38;#8220;Co-creation&#38;#8221; and SL Projects</dc:creator>
		<pubDate>Tue, 20 Jun 2006 17:11:30 +0000</pubDate>
		<guid isPermaLink="false">http://experiencecurve.com/?p=100#comment-95</guid>
		<description>[...] I wanted to point out two related and interesting posts over at FutureLab and ExperienceCurve. An increasing number of companies in an astounding range of industries are examining SL very carefully right now. Some of this interest is driven by near-term PR opportunities, but the visionaries are examining how a virtual world can change the company/customer marketing dynamic. Co-creation is an interesting thread that runs across many (albeit not all) projects. [...]</description>
		<content:encoded><![CDATA[<p>[...] I wanted to point out two related and interesting posts over at FutureLab and ExperienceCurve. An increasing number of companies in an astounding range of industries are examining SL very carefully right now. Some of this interest is driven by near-term PR opportunities, but the visionaries are examining how a virtual world can change the company/customer marketing dynamic. Co-creation is an interesting thread that runs across many (albeit not all) projects. [...]</p>
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		<title>By: karl long</title>
		<link>http://experiencecurve.com/archives/attract-motivate-through-customer-experience#comment-94</link>
		<dc:creator>karl long</dc:creator>
		<pubDate>Sun, 18 Jun 2006 17:42:40 +0000</pubDate>
		<guid isPermaLink="false">http://experiencecurve.com/?p=100#comment-94</guid>
		<description>That's great Collette, I am really gratified by everyone's comments, it really helps keep my motivation up to move these ideas forward. I've actually updated the diagram a little bit on flickr, and i'm going to link to an updated PDF of the diagram here as well.

Cheers,

Karl</description>
		<content:encoded><![CDATA[<p>That&#8217;s great Collette, I am really gratified by everyone&#8217;s comments, it really helps keep my motivation up to move these ideas forward. I&#8217;ve actually updated the diagram a little bit on flickr, and i&#8217;m going to link to an updated PDF of the diagram here as well.</p>
<p>Cheers,</p>
<p>Karl</p>
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		<title>By: ColletteO</title>
		<link>http://experiencecurve.com/archives/attract-motivate-through-customer-experience#comment-93</link>
		<dc:creator>ColletteO</dc:creator>
		<pubDate>Fri, 16 Jun 2006 21:10:27 +0000</pubDate>
		<guid isPermaLink="false">http://experiencecurve.com/?p=100#comment-93</guid>
		<description>Love your post connection to Maslow's hierarchy of needs - just what I was looking for to preach to the unconverted the importance of basic quality for (internal) web customers, and to give some structure to knowledge that I have internalized to the point that it is hard to describe.

Thank you!

Collette</description>
		<content:encoded><![CDATA[<p>Love your post connection to Maslow&#8217;s hierarchy of needs - just what I was looking for to preach to the unconverted the importance of basic quality for (internal) web customers, and to give some structure to knowledge that I have internalized to the point that it is hard to describe.</p>
<p>Thank you!</p>
<p>Collette</p>
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		<title>By: Heather D</title>
		<link>http://experiencecurve.com/archives/attract-motivate-through-customer-experience#comment-92</link>
		<dc:creator>Heather D</dc:creator>
		<pubDate>Wed, 24 May 2006 19:53:40 +0000</pubDate>
		<guid isPermaLink="false">http://experiencecurve.com/?p=100#comment-92</guid>
		<description>This is great! I think the more this type of "familiarity" and attention is paid to a company's customers, the more the customer is cared for in a way that does keep them "attracted and motivated" to engage. I totally see the correlation. Great connection between the two!</description>
		<content:encoded><![CDATA[<p>This is great! I think the more this type of &#8220;familiarity&#8221; and attention is paid to a company&#8217;s customers, the more the customer is cared for in a way that does keep them &#8220;attracted and motivated&#8221; to engage. I totally see the correlation. Great connection between the two!</p>
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		<title>By: karl long</title>
		<link>http://experiencecurve.com/archives/attract-motivate-through-customer-experience#comment-91</link>
		<dc:creator>karl long</dc:creator>
		<pubDate>Wed, 24 May 2006 13:51:57 +0000</pubDate>
		<guid isPermaLink="false">http://experiencecurve.com/?p=100#comment-91</guid>
		<description>Thanks Heather, 

just to pile on a little more theory, the other inspiration for the "hierarchy of customer experience" was &lt;a href="http://www.tutor2u.net/business/people/motivation_theory_herzberg.asp" rel="nofollow"&gt;Hertzbergs theories around employee motivation&lt;/a&gt;, and the idea that first you need to take care of "demotivators" before you can work on "motivators". Demotivators are reffered to as "hygiene factors". IMHO hygiene factors in the customer experience are "trust" and "usability". 

&lt;div class="quote"&gt; 
Hygiene Factors
Hygiene factors are based on the need to for a business to avoid unpleasantness at work. If these factors are considered inadequate by employees, then they can cause dissatisfaction with work. Hygiene factors include:

- Company policy and administration

- Wages, salaries and other financial remuneration

- Quality of supervision

- Quality of inter-personal relations

- Working conditions

- Feelings of job security

Motivator Factors

Motivator factors are based on an individual's need for personal growth. When they exist, motivator factors actively create job satisfaction. If they are effective, then they can motivate an individual to achieve above-average performance and effort. Motivator factors include:

- Status

- Opportunity for advancement

- Gaining recognition

- Responsibility

- Challenging / stimulating work

- Sense of personal achievement &#38; personal growth in a job

There is some similarity between Herzberg's and Maslow's models. They both suggest that needs have to be satisfied for the employee to be motivated. However, Herzberg argues that only the higher levels of the Maslow Hierarchy (e.g. self-actualisation, esteem needs) act as a motivator. The remaining needs can only cause dissatisfaction if not addressed.
&lt;/div&gt;</description>
		<content:encoded><![CDATA[<p>Thanks Heather, </p>
<p>just to pile on a little more theory, the other inspiration for the &#8220;hierarchy of customer experience&#8221; was <a href="http://www.tutor2u.net/business/people/motivation_theory_herzberg.asp" rel="nofollow">Hertzbergs theories around employee motivation</a>, and the idea that first you need to take care of &#8220;demotivators&#8221; before you can work on &#8220;motivators&#8221;. Demotivators are reffered to as &#8220;hygiene factors&#8221;. IMHO hygiene factors in the customer experience are &#8220;trust&#8221; and &#8220;usability&#8221;. </p>
<div class="quote">
Hygiene Factors<br />
Hygiene factors are based on the need to for a business to avoid unpleasantness at work. If these factors are considered inadequate by employees, then they can cause dissatisfaction with work. Hygiene factors include:</p>
<p>- Company policy and administration</p>
<p>- Wages, salaries and other financial remuneration</p>
<p>- Quality of supervision</p>
<p>- Quality of inter-personal relations</p>
<p>- Working conditions</p>
<p>- Feelings of job security</p>
<p>Motivator Factors</p>
<p>Motivator factors are based on an individual&#8217;s need for personal growth. When they exist, motivator factors actively create job satisfaction. If they are effective, then they can motivate an individual to achieve above-average performance and effort. Motivator factors include:</p>
<p>- Status</p>
<p>- Opportunity for advancement</p>
<p>- Gaining recognition</p>
<p>- Responsibility</p>
<p>- Challenging / stimulating work</p>
<p>- Sense of personal achievement &#38; personal growth in a job</p>
<p>There is some similarity between Herzberg&#8217;s and Maslow&#8217;s models. They both suggest that needs have to be satisfied for the employee to be motivated. However, Herzberg argues that only the higher levels of the Maslow Hierarchy (e.g. self-actualisation, esteem needs) act as a motivator. The remaining needs can only cause dissatisfaction if not addressed.
</p></div>
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		<title>By: Heather D</title>
		<link>http://experiencecurve.com/archives/attract-motivate-through-customer-experience#comment-90</link>
		<dc:creator>Heather D</dc:creator>
		<pubDate>Wed, 24 May 2006 04:39:47 +0000</pubDate>
		<guid isPermaLink="false">http://experiencecurve.com/?p=100#comment-90</guid>
		<description>Hi Karl -- Looking at Maslow's Hierarchy of Needs is such a great way to look at the context of creating good experience. I couldn't agree more and feel the hierarchy you created in defining the elements of an Online Customer Experience clearly combines human need with "online" interaction. Brilliant! :)</description>
		<content:encoded><![CDATA[<p>Hi Karl &#8212; Looking at Maslow&#8217;s Hierarchy of Needs is such a great way to look at the context of creating good experience. I couldn&#8217;t agree more and feel the hierarchy you created in defining the elements of an Online Customer Experience clearly combines human need with &#8220;online&#8221; interaction. Brilliant! <img src='http://experiencecurve.com/wp-includes/images/smilies/icon_smile.gif' alt=':)' class='wp-smiley' /></p>
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		<title>By: karl long</title>
		<link>http://experiencecurve.com/archives/attract-motivate-through-customer-experience#comment-89</link>
		<dc:creator>karl long</dc:creator>
		<pubDate>Tue, 23 May 2006 23:14:52 +0000</pubDate>
		<guid isPermaLink="false">http://experiencecurve.com/?p=100#comment-89</guid>
		<description>Hi Heather, thanks so much for you comment. I do agree that choice is important, and the aim should not be to shove all users toward these higher level, more creative or co-creative activities. As has been discussed at length it is &lt;a href="http://customerevangelists.typepad.com/blog/2006/05/are_you_a_1_per.html" rel="nofollow"&gt;potentially only 1% of your customers&lt;/a&gt; that will rise to this pinicle of high value interactions. The reason I call it a hierarchy is based somewhat on "maslows hierarchy of needs" with the idea that we only move onto the next stage when we are satisfied our current needs have been taken care of. &lt;a href="http://chiron.valdosta.edu/whuitt/col/regsys/maslow.html" rel="nofollow"&gt;Maslows hierarchy&lt;/a&gt; is actually incredibly interesting when thinking about cutomer experience:

&lt;div class="quote"&gt;
    1) Physiological: hunger, thirst, bodily comforts, etc.;
    2) Safety/security: out of danger;
    3) Belonginess and Love: affiliate with others, be accepted; and
    4) Esteem: to achieve, be competent, gain approval and recognition.
&lt;/div&gt;

BTW I also checked out your blog and will be adding your blog to my blogroll.

Cheers,

Karl</description>
		<content:encoded><![CDATA[<p>Hi Heather, thanks so much for you comment. I do agree that choice is important, and the aim should not be to shove all users toward these higher level, more creative or co-creative activities. As has been discussed at length it is <a href="http://customerevangelists.typepad.com/blog/2006/05/are_you_a_1_per.html" rel="nofollow">potentially only 1% of your customers</a> that will rise to this pinicle of high value interactions. The reason I call it a hierarchy is based somewhat on &#8220;maslows hierarchy of needs&#8221; with the idea that we only move onto the next stage when we are satisfied our current needs have been taken care of. <a href="http://chiron.valdosta.edu/whuitt/col/regsys/maslow.html" rel="nofollow">Maslows hierarchy</a> is actually incredibly interesting when thinking about cutomer experience:</p>
<div class="quote">
    1) Physiological: hunger, thirst, bodily comforts, etc.;<br />
    2) Safety/security: out of danger;<br />
    3) Belonginess and Love: affiliate with others, be accepted; and<br />
    4) Esteem: to achieve, be competent, gain approval and recognition.
</div>
<p>BTW I also checked out your blog and will be adding your blog to my blogroll.</p>
<p>Cheers,</p>
<p>Karl</p>
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		<title>By: Heather D</title>
		<link>http://experiencecurve.com/archives/attract-motivate-through-customer-experience#comment-88</link>
		<dc:creator>Heather D</dc:creator>
		<pubDate>Tue, 23 May 2006 20:59:56 +0000</pubDate>
		<guid isPermaLink="false">http://experiencecurve.com/?p=100#comment-88</guid>
		<description>Hi Karl -- I have had your "Hierarchy" diagram on my "wall of good UX concepts" for quite a while now and I look to it as a reminder for what it takes to to create a good customer "interaction."  Linking all of the aspects of customer interaction as you have in this entry, the idea of creating autonomy for the customer (control and freedom, like you said) does influence how customers interact and choose to interact on a regular basis. I think adding "choice" to your mix and allowing users to pick the appropriate level of iteraction they desire is key to the overall customer relationship -- creating a measurable experience online and off.</description>
		<content:encoded><![CDATA[<p>Hi Karl &#8212; I have had your &#8220;Hierarchy&#8221; diagram on my &#8220;wall of good UX concepts&#8221; for quite a while now and I look to it as a reminder for what it takes to to create a good customer &#8220;interaction.&#8221;  Linking all of the aspects of customer interaction as you have in this entry, the idea of creating autonomy for the customer (control and freedom, like you said) does influence how customers interact and choose to interact on a regular basis. I think adding &#8220;choice&#8221; to your mix and allowing users to pick the appropriate level of iteraction they desire is key to the overall customer relationship &#8212; creating a measurable experience online and off.</p>
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