Emotional Experience (EX): The pinnacle of user and customer experience
Have you ever purchased a product or a service that just makes you happy? And every time you consider using it again, or repurchasing, you’re just happy to pull out your wallet and spend your hard earned money on it? Last week after hearing a company pitch at Shasta Ventures, I remarked to one of my colleagues that you know you have a winning product, when as a customer I’m immediately compelled to start shelling out cash. It got me to thinking, what is that feeling, where does it come from, what companies evoke it, and can it be productized?
In traditional service level businesses this Emotional Experience is key to driving customer loyalty and return visits. Think of the experience you’re provided at a five star hotel establishment, Four Seasons, Ritz-Carlton, St. Regis. Somehow the staff always knows your name, never says no, and surprises you with amenities before you think of asking for them. Think of dinner at a top restaurant: the sultry ambiance, the amuse-bouche courtesy of the chef, a small army of attendants providing an immaculately timed experience – not to mention the food. These services depend on the demeanor, attitude, and performance of their employees to satisfy this high level of EX. Can this, and does this, exist in technology products?
Lately, I’ve found myself becoming a more frequent user of technology products that provide a high level of Emotional Experience (EX). Companies like Uber stroke my ego, making me feel distinguished and dapper. TaskRabbit makes me feel efficient with my time. UrbanDaddy makes me feel debonair, like a San Franciscan James Bond. The magic of Cherry brings me pure joy as I walk out to my sparkling-clean car, washed while I worked at my office. Instagram makes me feel like a romantic photographer. 8mm makes me feel like a coy New York film student. My iPhone makes me feel innovative and sharp. Warby Parker makes me feel intelligent and classic. What is it that each of these companies have done?
This grouping of companies spans the spectrum of industry: from hardware, to software, human services, even eyeglasses and car washes. Yet what makes them similar is that each of these companies has spent precious time going beyond traditional product UI and UX excellence. They take the entire customer experience into consideration and create an EX around the product to build a stickier and emotionally compelling brand. In fact, customers are actually spending more money on these services, than their traditional counterparts, so it seems that a high level of EX may even yield higher revenue and margins.
By gripping their customers with a strong Emotional Experience, technology companies are not only building a loyal user base, but also harnessing customer excitement to be their strongest evangelists. As venture capital investors focused on product and high level end-user experience, I’m intrigued at how I may apply the filter of Emotional Experience (EX) to companies within the Shasta Ventures Portfolio, as well as new companies that we have the opportunity to meet with in the future.
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