As children, one of the first things we are specifically instructed not to do is lie. Maybe this is why our experiences with brands that overstate their promise is more memorable than those experiences that just barely meet our expectations. Neither is a desired outcome.
Remember PF Flyers? When Mike Wittenstein was a kid, one his first experiences with a brand overstating their promise was with PF Flyers. Collaborating with professional athletes and advertising during popular children’s programming, PF Flyers promised that wearing their athletic shoes would make you “run faster and jump higher”. So when the time came for new sneakers, Mike decided to give them a shot. He tried them on. And, even though he thought they were not as comfortable as the shoes that he had been wearing, he bought them anyway wanting the advertised benefits of super, athlete-like qualities. Naturally, he went to school wanting to test the promise against the other kids. But, the promise to perform better didn’t pan out. It turns out that they were just another pair of sneakers.
Truth in advertising has come a long way since then. But, even still, when a brand doesn’t deliver on the benefits that its message states, the consumer is left with a poor experience. Releasing products before they are tested, promising something in the future and then not delivering. These are some examples of how companies today fail by overstating a promise and delivering poor customer experiences. It’s not that they are designed to do a poor job. It’s that the design is not thought out with careful and strategic purpose.
Design thinking allows you to start with your desired outcome and work back so that each element involved is on track to deliver. Customer experience design is a business strategy that accomplishes many goals. In the end, giving your customer an experience that they value brings value back to your business. Everyone wins.
Designing experiences that value your customer and bring lasting value to your business is second nature to Mike Wittenstein. Learn more about Mike and customer experience strategy.
