To identify the opportunities for growth along the customer lifecycle, it is first important to understand the customer’s experience engaging with the company and its product or service.
Say what you will about SXSW. Yes, it is over-hyped and terribly mainstream. Yes, it is the place to see lots of (often) impractical ‘shiny new things’ that solve very few actual problems. Yes, it’s a lot brands trying to outdo each other in a carnival of activation.
It seems obvious that many of our spending decisions are influenced by the past.
A powerful example of good surprise comes from Southwest Airlines, which has thrived by offering passengers the combination of low fares and friendly service.
The AIDA framework (Attention, Interest, Decision, Action) has not evolved much since it was developed in 1898 to describe the customer path (E St. Elmo Lewis).
