More and more organizations are focusing on increasing customer experiences in order to acquire and retain a greater number of customers. Perhaps, there is no greater way to gain customer loyalty than to continuously maximize customer delight while minimizing customer pain. However, there is no explicit methodology that focuses on maximizing customer delight and minimizing customer pain. Wisdomsourcing is a tool that focuses on improving customer experiences through the resolution of customer trade-offs. The resolution of some trade-offs includes the maximization of delight and the minimization of pain. The Customer Experience Matrix is a key tool of the Wisdomsourcing methodology. This document presents a template and an example on the Customer Experience Matrix.

1. Inexpensively Leapfrogging the Competition THE CUSTOMER EXPERIENCE MATRIXA New Tool for Collaborative Problem Solving, Strategy, and InnovationDr. Rod King

4. Systematic Customer Experience Matrixfor Tools on: ………………………………………………. Market Segment/Location: ………..……………………………………... Key -> 1: Low level; 10: Extraordinary level Customer Experience Quotient (CEQ) = Pain/Delight Copyright 2009. Dr. Rod King. rodkuhnking@sbcglobal.net &http://tradeoffmap.ning.com & http://twitter.com/RodKuhnKing

5. EXAMPLES ON USE OF CUSTOMER EXPERIENCE MATRIX

6. Organic Customer Experience Matrixfor Tools on: Intercity Travel (Transportation) Market Segment/Location: (Frequent) Intercity Travelers Copyright 2009. Dr. Rod King. rodkuhnking@sbcglobal.net &http://tradeoffmap.ning.com & http://twitter.com/RodKuhnKing

7. Systematic Customer Experience Matrixfor Tools on: Intercity Travel (Transportation) Market Segment/Location: (Frequent) Intercity Travelers Key -> 1: Low level; 10: Extraordinary level Customer Experience Quotient (CEQ) = Pain/Delight Copyright 2009. Dr. Rod King. rodkuhnking@sbcglobal.net &http://tradeoffmap.ning.com & http://twitter.com/RodKuhnKing

8. Organic Customer Experience Matrixfor Tools on: Collaborative Problem Solving, Strategy, and Innovation Market Segment/Location: ………..……………………………………... Copyright 2009. Dr. Rod King. rodkuhnking@sbcglobal.net &http://tradeoffmap.ning.com & http://twitter.com/RodKuhnKing

9. Systematic Customer Experience Matrixfor Tools on: Collaborative Problem Solving, Strategy, and Innovation Market Segment/Location: ………..……………………………………... Key -> 1: Low level; 10: Extraordinary level Customer Experience Quotient (CEQ) = Pain/Delight Copyright 2009. Dr. Rod King. rodkuhnking@sbcglobal.net &http://tradeoffmap.ning.com & http://twitter.com/RodKuhnKing

10. TEMPLATE OFTRADE-OFF MAP

11. Trade-off Map of Experiences and Strategies for Tools on: ………………………………………………………………………………… Zero Trade-off-Experience (cf. “Wrecking-ball moment”) MARKET (CUSTOMER JOB): ………………………………………………………. Period/Year: ………………………………… ‘Hit’ Zone High-end SuperHit Sweet Spot Luxury Spot Disruption Spot Oasis Volcano DELIGHT: Fidelity Low-end Green Ocean No Man’s Land Red Ocean Fidelity Belly Convenience Inconvenience PAIN: Inconvenience Copyright 2009. Dr. Rod King. rodkuhnking@sbcglobal.net &http://tradeoffmap.ning.com & http://twitter.com/RodKuhnKing

12. REFERENCES Christensen, C.M. (1997) The Innovator’s Dilemma. Boston: Harvard Business School (HBS) Press. Kim, W.C.; Mauborgne, R. (2005) Blue Ocean Strategy. Boston: Harvard Business School (HBS) Press. King, R. (2009) Fractal Box Thinking: A Simple Visual Tool for Total Problem Solving and Innovation. Fresno, California: TOAD Publishing. Maney, K. (2009) Trade-Off. New York: Broadway Books. Verganti, R. (2009) Design-Driven Innovation. Boston: Harvard Business School (HBS) Press. Dr. Rod King Thought Leader, Speaker, Consultant, and Trainer on Trade-Off Mapping & Customer Experience Innovation rodkuhnking@sbcglobal.net & http://tradeoffmap.ning.com http://twitter.com/RodKuhnKing