The Ten Principles Behind Great Customer Experience

Customers are powerful. They have a loud voice, a wealth

of choice and their expectations are higher than ever.

You can make real world improvements to your

customers’ experiences, whatever your business does or is in.

Great customer experiences:

1. Strongly reflect the customer’s identity
2. Satisfy our higher objectives
3. Leave nothing to chance
4. Set and then meet expectations
5. Are effortless
6. Are stress free
7. Indulges the senses
8. Are socially engaging
9. Put the customer in control
10. Consider the emotions

The goal isn’t to make money, the goal is to try to develop

the very best products that we can and therefore customer

experience is most important (Sir Jonathan Ive’s)