The document discusses the "butterfly effect" of customer experience, where small actions and changes can have large, far-reaching consequences. It states that managing customer experience is an evolving process that requires long-term commitment to shaping interactions. While reshaping the customer journey will take time, companies should begin by identifying their biggest pain points and opportunities to add value through small changes. The key is to incorporate feedback, monitor changes, and remember that customer experience influences perceptions and inspires loyalty through many small instances that make up the overall brand experience.

1. The Butterfly Effect of Customer
Experience

2. • The "butterfly effect" is the idea
that small actions can have much
larger, far-reaching consequences –
like the metaphorical butterfly that
flaps its wings on one side of the
earth generating a storm on the
other.
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• This is precisely what happens with a
good customer experience (CX)
strategy.

4. • Whether it’s Nike selling aspiration
(Just Do It) or Apple selling innovative
thinking (Think Different), the real
product you’re buying is the
experience.
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5. • It can give your brand a distinct edge
in a market rife with competition.
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6. Getting Started with Customer
Experience

7. • Managing and improving customer
experience isn’t an overnight process
but rather one that is constantly
evolving.
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• It’s a long-term commitment to
shaping interactions so that they
leave a strong impression.

9. • While reshaping your customer
experience journey will take time, it’s
best to begin at the point of
maximum impact.
• Identify where you lose the most
customers and why.
• What is the smallest change you can
make that will be of the most value?
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10. How far can your CX go?

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• Keep an eye on the critical
touchpoints, incorporate feedback,
and monitor the changes to keep
improving.

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• Small changes matter: for example,
adding one more mode of payment
may not seem like a big deal, but it
might make payment easier for a
niche group of customers, starting a
chain reaction of positivity.
• When customers express their
discontent online, reach out to them.

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• Not only does this demonstrate that
you are attentive to the customer's
voice, but it also shows that you are a
company that consumers can trust
(and let's face it, trust is one of the
most precious assets of a business).

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• This is the butterfly effect of customer
experience – when even the smallest
of actions can have incredible
consequences.

15. The Final Word

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• Customer experience goes far beyond
the measures you implement.
• It influences the public narrative to
shape perceptions and inspire loyalty
– and all because of the little
instances that make up the brand
experience.

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• From the visual presentation of your
products to rapid customer support,
every little instance has the potential
of making a massive difference.

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• So, the next time you’re wondering if
that small change is really worth it –
remember that customer experience
goes far beyond a single moment.

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