The 3 Levels of Customer Experience

A great customer experience is a positive journey with your brand. Comparing all experiences is challenging, not only because they aren’t equal but also because they don’t evoke the same emotions.

Using Maslow’s pyramid as an example, the customer experience pyramid categorizes three levels of a journey with a brand:

• Level 1 corresponds to a company that meets one or more basic needs of its consumers. This is what we call the core value proposition.
• Level 2 delivers a value proposition perceived as high-quality and aligned with expectations. All needs are met, and if customers encounter issues, the company works to resolve them.
• Level 3 promises a memorable customer experience. Consumers feel distinct emotions: smiles, joy, excitement, and more. Interactions with the brand are human and personalized from start to finish. Customers are delighted.

Brands that deliver a Level 3 customer experience are rare because it’s not easy to achieve. The best advice we can give you is to aim for this level to maximize your users’ experience.