I continue to credit the Doblin Consulting group with one of the most useful models for de-constructing an Experience. I refer to this model as the 5 Phase or 5 E Model. It illustrates the phases found in every experience. It is easy to remember and it covers the entirety of the experience journey, which is why it is so helpful.
The customer journey begins with Entice and continues through Enter, Engage, Exit, and Extend. Each day this week, we will focus on one of the phases.
ENTICE: In this phase a business does all that it can to gain the customer’s attention and to foster anticipation. The business need to remember that it is also setting the customer’s expectations. The customer experiences this phase a bit differently. They are in a phase when they are “considering.” They have not yet decided to act although they are beginning to think about it. They may be reflecting on their needs, exploring options, or talking to friends.
The late Steve Jobs was a master of the ENTICE phase. Apple’s eye-catching billboards, print ads and TV spots have captivated millions. Even the music they selected to accompany their ads had many of us stop what we are doing just to watch. We have all witnessed Steve Jobs wowing the press with Apple’s latest innovation. Under his direction, Apple has been a master of generating anticipation allowing them to sell 1.5 million iPhone 4’s on their first day of sales.
If nothing else, Apple has taught us just how much can be done with this phase … and just how poorly most businesses do it. Jim Gilmore, co-author of The Experience Economy, is famous for saying he would love to just once stay in the room pictured in the hotel advertisement.
Think of your own business …
- What are you doing to creatively entice new or existing customers?
- Are the expectations you set when you entice your customers consistent with what they actually encounter?
- When was that last time people lined up in anticipation for one of your products or services?