The four qualities of good customer interactions – building your brand experience, piece by piece

Dan recently presented a webinar on Efficient and effective customer-centric experience design in a cross-channel world. You can view the recording here.

As we all know all too well, successful marketing in the digital world is heavily reliant on providing a good customer experience. Whether that’s over the phone, in person, or via any customer journey model or even via app-based technology, the premise remains the same. Good customer experiences lead to purchases, loyalty and advocacy.

But this good experience doesn’t just happen. Experiences need to be joined up across channels and customers need to be treated as individuals every step of the way. Of course, there are technological requirements for being able to offer fully joined up customer journey, but the underlying principles remain of good customer service remain the same.

So to help here’s what, in my view, are the four qualities for a positive customer touchpoint. These apply to every single possible interaction you have with a customer – regardless of where they are in their journey or what channel they are using. Every contact you have – whether it’s you that instigated it or not – should include all four qualities.

Customer interactionsDesirable

When you communicate with someone you need to remember think about how your communication comes across to them. Marketers should only interact with customers if they can guarantee to themselves that the communication is either expected, require or welcomed. The reasons can vary, but, overall, the message always needs to be positively received by the recipient. They should want to hear from you and should never be in a position to think ‘why are these people contacting me?’ the moment you annoy them you’ve lost them.

Customer experienceBe… Useful

Every message you send needs to be relevant and personalised. If it’s not possible for the recipient to use that information there and then – because they’re not on the right device for instance – it’s pretty pointless. Don’t send a message unless you are certain that you are being useful and ‘adding value’ for that person (check out this post for more on the definition of ‘value‘).


Not to be confused with ‘Useful’, ‘Useable’ in this instance means your communication needs to be clear and easy to understand – as in easy to use and easy to understand. This also includes being relevant to them in terms of how useful it is – what are they looking for? What do they need personalised?


This is the big one and where you earn the most brownie points. It’s also the trickiest and require your marketing team to be at their creative best. You need to give the customer a positive feeling, you need to delight them. Even really dull service messages or reminders *as useful as they are) can be souped up and made delightful. Maybe crack a joke to try and get a smile?

If you use these four qualities as a checklist for all future customer engagement, it should help you build positive customer experiences from the ground up.

Of course, to fully cater for your customers you need to address your customer journey from a holistic perspective – making it flexible and positive enough to cope with today’s multi-channel and demanding consumers.  But that’s another story. For more on this check out this white paper on Contextual Marketing.

Dan recently presented a webinar on Efficient and effective customer-centric experience design in a cross-channel world. You can view the recording here.

Experian Marketing Services is a leading global provider of consumer insights, targeting, data quality and cross-channel marketing. Through The Experian Marketing Suite’s  Identity ManagerIntelligence Manager and Interactions Manager, we help organisations intelligently interact with today’s empowered and hyper-connected consumers.

By helping marketers identify their best customers, find more of them, and then coordinate seamless and intelligent interactions across the most appropriate channels, Experian Marketing Services’ clients can deepen customer loyalty, strengthen brand advocacy and maximise profits.