If a customer's total experience surrounding a product is bad,it can supersede everything else about the product,even its outstanding design.
"Good design is, of course, a primary building block of the total customer experience,"acknowledges Daniel Cuffaro of Altitude, a Boston-based product design and development firm. But good design in itself does not guarantee a positive customer experience. To achieve that, you need to build customer awareness, make the product easily available, price it properly, package it well, and offer support after the purchase."When these things are achieved in support of an excellent product," says Cuffaro, "they make three things possible—three things that make up a sort of 'value pyramid'."
The pyramid's first layer is the capability to bring a product to market. That's just the price of entry—the base of the pyramid. The next layer is more difficult. It involves removing all the "negatives" from the customer experience—any attributes that are likely to disappoint the customer(for instance, auto cupholders that are located in a position or are of a shape that keeps them from being usable). The third layer, th

如果客戶的總經(jīng)驗(yàn)周邊產(chǎn)品是壞的，它可以取代關(guān)于該產(chǎn)品的其他的東西，即使他是出色的設(shè)計(jì)也是這樣。
“好設(shè)計(jì)，當(dāng)然是一個(gè)組成總客戶體驗(yàn)的主要部分”丹尼爾Cuffaro認(rèn)為，位于波士頓的產(chǎn)品設(shè)計(jì)和開發(fā)公司。但良好的設(shè)計(jì)本身并不保證積極的客戶體驗(yàn)。為了實(shí)現(xiàn)這一點(diǎn)，你需要建立客戶的意識(shí)，使產(chǎn)品容易獲得，價(jià)格適當(dāng)，包裝好，并提供技術(shù)支持后購(gòu)買?！爱?dāng)這些事情能夠支持實(shí)現(xiàn)一個(gè)優(yōu)良的產(chǎn)品 ” Cuffaro 說(shuō)，“三件事使他們有可能，三件事構(gòu)成一種'價(jià)值金字塔'。”
金字塔的第一層是有把一個(gè)產(chǎn)品帶到市場(chǎng)的能力，這只是價(jià)格的入門的基礎(chǔ)；第二層是更加困難。它涉及消除所有的“否定”的客戶體驗(yàn)，任何屬性，很可能會(huì)使客戶失望（例如，被汽車所使用的線性的位置）。第三層，頂部的金字塔，涉及“驚喜” ，什么樣的驚喜，如在新的大眾甲殼蟲里面的芽花瓶，使顧客說(shuō)： “哇。”
并非所有影響到總的客戶體驗(yàn)的因素都是是可控的。如果他們，更多的產(chǎn)品將取得成功。Cuffaro提供例如餐廳具有優(yōu)良食品，但沒有停車。食品是在餐廳的控制權(quán);但是停車場(chǎng)是不能控制的，取得好的客戶經(jīng)驗(yàn)的關(guān)鍵是在于優(yōu)化，說(shuō)Cuffaro ，這樣無(wú)論在哪里，所有的因素才能真正得到控制。而且因?yàn)椋瑢?duì)于大多數(shù)產(chǎn)品，將永遠(yuǎn)是許多因素是無(wú)法控制的（缺乏知識(shí)的銷售