The 3 D’s of Customer Experience

In the modern business landscape, providing excellent an excellent customer experience is often the deciding factor in the success of a company or an individual. With the adaptation of the internet and smartphones, the modern consumer or business has more choices now than ever before. Whether you own a business or work as a salesperson, the experience that your customers have will ultimately determine your success. Great experiences breed loyalty, while negative customer experiences drive clients to your competition.
Customer experience author and expert James Allen states that 80% of businesses state that they offer “great customer experience.” However, this is in direct contrast with only 8% of customers who state that they are actually satisfied with their experience. Obviously, there is a disconnect between what companies are perceiving and what customers are experiencing.
Allen goes on to say that for companies to meet the demands of the modern customer, they must provide an exceptional level of customer service using the “3 D’s.”
Designing the right incentive
Customers respond positively to incentives, but only if the incentive fits with the customer’s wants or needs. For example, let’s say that you are looking for a new pair of shoes. A local store is having a “buy one, get one 1/2 off” special. As the consumer, you know that shoes don’t last forever, so it makes sense, in the long run, to consider buying a second pair if the price will be 1/2 off. This incentive is a major contributor to the overall customer experience and should be taken advantage of whenever possible.
Delivering the final product/service to the customer is more than just a simple transaction. Delivery encompasses everything that it takes to get the product/service from the manufacturer all the way to the consumer. One of the best examples of this in action is As an Amazon Prime member, my ordering process involves verbally asking Alexa to place an order, buying it with my saved credit card, and having it delivered to my house within 2 days for free. Behind the scenes, Amazon has optimized their delivery process to ensure that items are delivered safely and efficiently. The main lesson is to deliver a product/service to a customer with as little effort on their part as possible.
Constant development and reinvention of your processes & goods/services mean that you are constantly seeking to improve. In the 2000’s, Apple Computers was the best example of how constant development can breed a fantastic experience. At their core, Apple is really a computer company. In the 2000’s, they branched out by introducing the iPod, which was an MP3 player that would sync with the music buying/playing software iTunes. Soon after, the iPhone was released. Again, soon after that, the iPad was released. Time and time again, Apple’s commitment to innovation and development helped foster a huge customer base, many of them remain loyal customers to this day. Development doesn’t have to depend on your company – if you work directly with the customer or prospect, try to constantly develop your sales acumen, your knowledge, and your level of service.
Designing the right incentive, delivery, and development are the foundation of the customer experience pyramid. Without them, the structure will fall apart. Never forget that the amount of loyal customers one has is directly proportional with the level of customer experience they have.



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Author: Jason Karaman

Hello! I’m a marketing, sales, and customer service author, blogger and doer. I live in the South Carolina Lowcountry with my wife. I enjoy reading, writing, hiking, kayaking, and all things beach. For media inquiries, send an email to

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