Page 23 - Decoding Decisions ~ Making sense of the messy middle

23 CHAPTER 2 IDENTIFYING THE MESSY MIDDLE

Experience

This last component of our model occurs outside of the messy middle, so
we’ll only touch on it briefly. The experience a customer has with the product

or service they’ve purchased feeds directly into their background exposure.
A brand that provides a good experience has a head start here, and a brand
that delivers an amazing experience might even become a trigger itself,
potentially increasing the frequency of purchases.

But with so much choice available in the messy middle, a brand that delivers
a poor experience will probably have to work extremely hard to do business
with that customer again. If it’s a complete disaster, that experience might
push that customer out of the category entirely, and risks their dissatisfaction

being discoverable to other potential customers in the form of negative
reviews or comments on social media.