ExperienceCurve

I just got an article published in the Design Management Journal that i’m rather happy about.

I’ve proposed a model called the “hierarchy of customer experience” and I’ve tried to take the approach of connecting experience design to a business imperative, in this case customer loyalty. It is important to remember that loyalty is not an issue of repeat customers or satisfied customers, both repeat and satisfied customers could disappear at a moments notice. Loyalty is more about how much a customer is willing to invest in the relationship, this could be measured in how much they will put up with before leaving or as I’ve alluded to in the article, how much a customer is willing to altruistically participate in your business ala the clue train manifesto or netgain.

Another thing I try and get across in this article is how different aspects of experience design can help move a customer toward deeper more meaningful interactions in the hierarchy. This means some issues need to be addressed by the design early on before you start trying to collect more information or value, like usability and trust.

Anyway here’s the article, enjoy. Customer Loyalty and Experience Design in eBusiness