tell the story of your customer learning about and buying your product
Describe the customer and their needs.
Explain how the customer first learns about the product/service.
Describe how customer researches your product/service.
Explain the solutions your product offers.
Describe the key benefit.
Explain how and where does the customer purchase the product.
Describe the customer interactions when there is a problem.
After having her first child, Margaret decided to move from New York City to her hometown in the mountains. The problem is that she didn’t have a job. She had been the manager for a high end housewares store in NYC but could not make motherhood, store managing and high rent work. She would have to create her own job in the mountain tourist town.
Then, she wrote a customer experience story to help her start her business: Our customer, moms, first learn about our store when they are window shopping down main street. Their kids want to get ice cream or crepes which gives ample time for moms to wander around the store for cool gifts and home goods. The store offers items that moms don’t normally see at their hometown stores.
Our product prices are higher but it’s okay, they are on vacation. If they have second thoughts and return a product, then we give them a free ice cream coupon. More than likely, the customer will find another interesting item to buy while their kids eat the ice cream. In fact, we give free ice cream coupons, one per family, to the affluent lodges and hotels. This is a low cost way to get target customers in our door.
Roy makes custom jewelry designed by kids for their mothers and grandmothers. Here is his consumer experience narrative: Moms of home-schooled kids are always looking for kids projects. These parents use tightly knit home-schooling social networks to share ideas. A mom reads how another home-schooled mom raved how her daughter sculpted some jewelers’ wax, sent it to the jeweler, and received a fabulous sterling silver pendant. She gets compliments from her friends who also buy the product.
Over time, the product crosses over into moms in general because it is so fun to talk about. The moms start posting pictures on Facebook which gets more moms interested. Roy offers a 100% no-questions-asked return policy as few moms are going to return jewelry that their children made for them.
David was an average swimmer and an even worse counter. He started swimming late in life and often forgot how many laps he swam in an hour. So, he invented a simple lap counter that fits on his forefinger. Here is his customer experience narrative: The customer first sees a swim lap counter in one of two ways.
First, he notices other swimmers wearing a bright yellow ring on their forefinger. After seeing a few swimmers wearing the yellow ring, the customer asks what the ring is about. The other swimmer explains that it is a lap counter because they forget how many laps they do. The other way a customer learns about the product is from their swim coach.
The swim coach often look at their athlete’s swim logs. The swim coach was sent a free lap counter from the company. Triathletes will spend the $40 for the lap counter as they already spend a lot on triathlon already. If there is a problem, David sends a replacement immediately because he knows word of mouth is his best marketing.
FAQ & Resources
What is the key benefit?
The key benefit is the one element that the customer most values from the product. For example, most customers value their iPhone because it organizes their favorite music in one place. iPhones offer many benefits but, for many customers, music organization is the key benefit.