When he sits in the car, he has one feeling. When the salesperson sits him down at the desk and goes over the terms, he has various other thoughts and feelings.
The combination of his thoughts and feelings are 100% of what triggers his ultimate behavior.
So, if we can figure out which thoughts and feelings will trigger the behaviors that we want—the ones that push our business levers in the right direction—that would presumably be very valuable. Maybe.
“Maybe,” because it’s only useful to know those thoughts and feelings if you have some means to impact them.
But while marketing technology has not advanced to the point where we can directly implant thoughts and feelings in our customer’s consciousness (though someone is probably working on it), we do know what creates thoughts and feelings: experiences.
As a demonstration, think about a feeling you felt recently. Where did it come from? Did you see a puppy and feel happy? Did you stub your toe and feel angry?
Did you watch a movie and feel scared? Did you remember a fight you had with your mother 30 years ago and feel remorse?
Feelings come from experiences most of the time—either experiences in the moment or remembered experiences or sometimes imagined experiences.
Of course, not everyone responds with the same feelings to a given experience, but the key point is that it’s experiences that create feelings.
And where do thoughts come from? From things you learned, from things you saw, from things you heard or tasted.
Thoughts largely also come from the amalgam of your experiences and the conclusions you have drawn from them.
THE STRATEGIC CUSTOMER EXPERIENCE MODEL
If experiences create thoughts and feelings, and thoughts and feelings ultimately connect to the behavior that drives business results, then getting the experience right is essential.
Now, technically, we can’t actually create experiences for people. People create their own experiences.
But we can create touchpoints—a store, a website, a mobile app—and through their interactions with those touchpoints, people have experiences, and this is the root of the opportunity. See this illustrated in the diagram below.