Stage No. 1: Furnish information I can use
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Stage No. 2: Solve your problem when I ask
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At this stage, the customer’s problem is the company’s problem (or that’s how the customer sees it). Moving beyond the foundational level means solving the company’s basic issue when the customer asks. In the case of a flat tire this would mean providing the bare minimum tire replacement service a company is obligated to provide, such as using the customer’s 40-mph-limit spare doughnut in the trunk.
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Stage No. 3: Solve my needs when I ask
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This stage means it’s time for the brand to address specific needs, wants and requests. For example, when a customer has a flat tire, they want the car to drive as it was before they got the flat. The service agent might arrive with a fully functional replacement tire or fix the flat tire on the spot.
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Stage No. 4: Provide what I need without me asking
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Moving beyond resolving customer needs starts to enter the realm of aspirational customer service. It requires deeper knowledge and data about the customer and effective processes to execute the experiences. In the case of roadside repair, a mobile service technician would not only fix a flat tire to its near-original state, but also check the rest of the car and fix a leaky radiator during the same service call.
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Stage No. 5: Make me better, safer or more powerful
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The top of the pyramid is reserved for exceptional CX practices that fundamentally redefine the customer experience and what customers can become as a result of using the product or service. Not just providing customers with superpowers, but making them feel like they have superpowers. This level might be as simple, and as complex, as dispatching a luxury self-driving vehicle to whisk a stranded customer to work at the push of a button — and delivering their fixed, washed and waxed car to their driveway while they are at work.
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