Understanding a customer’s journey from the point of awareness to utilizing your product/service is important. Why? Because by fully understanding each of your touchpoints with customers (pros and cons) you can help build stronger experiences and in turn a better brand overall. In the article, “Using Customer Journey Maps to Improve Customer Experience,” Richardson explains how the “unboxing” trend on YouTube have forced brands to take a closer look at their processes especially when it comes to OOBE (Out of Box Experience). The experience customers have when they bring the product home and establish their first experience by unboxing their new purchase. I remember a time when my family purchased a computer work desk in the early 2000’s and it was a debacle for me to set it up despite following the instructional manual step by step. I eventually got it installed but the experience I had was poor compared to my recent experience installing a desk from IKEA. I would gladly purchase another IKEA product even it means paying a slightly premium price granted that I receive a seamless OOBE. “A great out-of-box experience is like a little piece of theater. Scripting it well helps guide the customer through the first steps of using their new purchase and minimizes expensive calls into help lines” (Richardson, 2010). Brands that understand the importance of OOBE will thrive and build more meaningful relationships with customers while those that don’t will leave customers frustrated and perplexed.
- Name a brand that you feel successfully accomplished an OOBE. Why do you think they succeeded?
- What about a brand who didn’t meet your expectations in regards to an OOBE? What could they have done better?
Richardson, A. (2010, November 15). Using Customer Journey Maps to Improve Customer Experience. Retrieved June 9, 2018, from https://hbr.org/2010/11/using-customer-journey-maps-to