Fantastic Customer Experience isn’t Magical – it’s Designed, and You Can Design it too

Santa Rimsevica  |  March 18, 2016

Santa Rimsevica  |  March 18, 2016



The Decibel Insight Soapbox is a place where anybody from across the worlds of web analytics, ecommerce and user experience can go to rant or rave about whatever they feel passionate about in the industry.


The speaker clambering up to the Soapbox this week is Santa Rimsevica. Santa is the Digital Marketing Manager at insights platformQuestionPro.

Follow Santa on Twitter and LinkedIn.

Santa is taking to the Soapbox to discuss customer experience. A great customer experience doesn’t happen by accident, Santa argues, companies design them – and you can design them too.


We read case studies and reports on a regular basis at QuestionPro. We read them because we’re looking for new ideas about customer experience: new knowledge, insights and tips.

One thing I’ve noticed in reading articles and case studies on customer experience is that they’re always very much focused on the customer’s perspective: how the customer felt. We’re very rarely treated to the mechanics of how the company actually designed or created the experience for the customer.

I know – we marketers are the storytellers and we like telling them. But after reading how great a company made a customer feel, I want to say more than just, “cool story, bro!” I want to know – “how did you create that experience?!”

We’re left having to assume that these amazing customer experiences are somehow magical and serendipitous. But I know for a fact from working with clients at QuestionPro that the best customer experiences happen by design, not by chance – and I’ve picked up some useful insight into how this design process works in practice.

Principles – 5 Decisions to Make

I’d like to draw your attention to five decisions – outlined by Jeanne Bliss in her book I Love You More Than My Dog – that a company can make in order to start creating great customer experiences.

  • Decide to believe in and trust customers and employees
  • Decide with clarity and purpose on what you are in business to do
  • Decide to be real, authentic and human
  • Decide to be there for your customers when and where they need you
  • Decide to say I’m sorry when you are wrong

In my experience, companies who are mindful and act on the above not only attract new customers but also build insane loyalty and good feeling amongst existing ones.


Moreover, if you use these principles to design a system around your customer experience, then measuring your customers’ experience just became a whole lot easier. As your measures have been narrowed to these decisions, you are able to ask simple, focused, direct questions – including the all-important Net Promoter Score Question: “how likely are you to refer the company to a friend?”

Measure – Important Attributes of Customer Experience

So you’ve got your principles for the culture you want to create. Now you need to measure how that culture is having an effect on your customers. Here are four customer attributes to consider:

  • Feelings. Allow your customers to rate or note specific feelings – especially try and ask them what they are feeling at different points of their experience. Feelings can often be difficult to express, so if necessary provide a list that they can choose from.  
  • Body Sensations. This is a bit of a weird one, but it is an important element of your customers’ experience. Try focus groups and observe what happens while they use the product.
  • Perceived Attitudes. Attitudes towards your product or service are really habits of thought.  For example, Southwest Airlines is trying to create the attitude and perception of “fun” for their customers. What are you trying to create?
  • Thoughts. What are your customers thinking while using your product or service?  

Amazing customer experience doesn’t have to be this vague, magical chemistry that your company meekly aspires to produce. You can 100% define, design, create and measure the customer experience with your product or service.

The principles and measurements outlined above are a starting point, but it is only through developing and tinkering your own customer experience creation process that you’ll see improvements to your bottom line.


What’s your opinion on customer experience? Do you agree with Santa that cultivating and measuring it is important? Let us know in the comments below – or join the conversation on Twitter with the hashtag #DecibelSoapbox.

Santa Rimsevica

Written on March 18, 2016 by:

Santa Rimsevica

Digital Marketing Manager at insights platform QuestionPro.


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