When we ask managers to list the drivers of willingness-to-pay of their customers, their main focus is usually on tangible and intangible aspects of their products or services, such as quality attributes and brand. Obviously, these are important factors, but the willingness-to-pay of a customer can be influenced by a much broader set of drivers.
The inspiration for what I call the ‘brand experience script’ takes the structure of a screenplay. In this I have been inspired by Syd Field, author of The Screenwriter’s Workbook and an authority in Hollywood and beyond. The structure he outlines in his book is present in almost every movie produced all over the world.
Whether you are in a business-to-consumer or business-to-business setting, as you are thinking about the various pain points that your customer encounters, consider the following questions.
There are four factors that create a sustainable, extraordinary, successful customer experience in any kind of businesses.
While the business world moves at its greatest pace, brands must remember that the basic expectations of the people it serves are holding steadfast. And that the customer’s experience with your brand will always be shaped by the driving power of human needs.
