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USAA DEA workshop is a complete experience: the importance of the customer journey
It's happened to all of us, at least once in our lives, to be faced with two options, both objectively valid from the quality and price standpoints, having to choose between them based on the feelings they instil.
Feelings can be deal breakers, tipping the scales one way or another. This is why giving the customer a complete experience is a winning strategy, and why DEA'S philosophy, from design to after sales, is based on the ideal of a positive, satisfying and exciting customer experience.
The customer journey: from meeting needs to a pleasurable experience
What do our customers seek? That's what we ask ourselves everyday: the customer's needs guide our mission, constant research, continuous updating. Meeting basic needs is the first reason that drives the customer and the minimum requirement for a brand's existence.
The customer also seeks more: ease of purchasing and using a product, a goal that not every company can achieve. But it is at the end of the journey that the winners are announced: only those companies that provide a pleasant and rewarding experience win over the audience.
The DEA experience makes the difference
How do we build a positive experience for our customers? Focusing on their subjective reactions to any contact with our company, contact that can be direct (like during a sale), or indirect (like through on-line or off-line advertising, for example).
To manage and positively guide the customer experience, in DEA we aim to stimulate our customers on various experience levels:
- Sensory perception, the most instinctive
- Feelings and emotions
- Cognitive processes
- Action, setting up touch points that stimulate the customer to act in a certain way, to share the lifestyle we convey
- Lastly, interpersonal relations.
Using these levels - meaning creating experience, feelings and memories - we improve the perception our customers have of our company, providing a service able to meet their expectations, communicate the authenticity of our value and, lastly, convince them of the benefits DEA offers compared to our competition.
