lather, rinse, REPEAT!

Two choices diverge in a fluorescent aisle,

And sorry I could not buy both

And be one shopper, long I stood…

Pantene, Herbal Essences, Suave, Tresemme, Pert…

Price, shine, smell, ingredients, volume, color…

The choices are endless, and in many cases the distinguishing criteria are arbitrary. My customer experience journey begins in the aisle of the supermarket. Under the dingy fluorescents, anxiety is rising. A seemingly simple decision turned to a dilemma of great proportions.  It’s just shampoo, so why is this choice so hard? I never realized that many of my choices, as well as my recurring choices have a great deal to do with my experience with that product.

As we have been discussing customer experiences in class, I have started to think back on a few of my experiences. Every product or service comes along with an experience, and I think it has a far more profound impact on customer satisfaction and retention than many people realize. In a world of endless choices, what’s to keep me coming back if not for the feelings and memories I associate with a product. For example, if I go to the Starbucks on my way to class, I am not just going in for a venti caramel macchiato. I have a certain experience that I have come to expect from Starbucks.  If that expectation isn’t met, I will just stop by the McDonalds on the way next time.

On another note, my grandma has bought the same brand of pickles for as long as I can remember. I buy a different jar every time I go into the store. I feel like our generation is not filled with as much undying brand loyalty. This is why the concept of the customer experience has become so important. My grandma surely has no problem choosing a shampoo, because she’s probably bought the same one since she was young. I however, didn’t feel emotionally loyal to a shampoo. In a world where opinions can be swayed in a heartbeat, even little things can cause a switch in product choice.

I chose to talk about an experience I had with shampoo because I think it is pretty unique. You normally would not think that any one shampoo would provide an exemplary experience above the others.  Also, the turnover and repurchase rate of shampoo is interesting. It is not a decision you make every week, or one that you make every ten years. I think this is a very interesting turnover somewhere in between. When creating an experience with shampoo, you have to consider its life from the shelf to the last squeeze, so that when a customer runs out they are compelled to buy another bottle. That is exactly why I bought, and continue to buy Herbal Essences.

From the first second of the customer experience, Herbal Essences is a step above the competitor. Standing in the aisle, I was attracted to the bright colors of the bottles, and fun designs. This fits into the experiential framework we discussed in class under “sense.” During this first part of the experience, I felt fun and lively. I could see myself enjoying the product for its look and its girly, young, fun smell.

I think to some extent, the names of the shampoos also contribute to the user experience. For example, the names of the shampoos fit under the “think” criteria of the experiential framework. The names are clever and engaging, such as “None of Your Frizziness.”  I feel like this cute naming system creates intrigue for the product.

For me, the most important part of this experience was once I got the product home and used it. Aside from the normal experiences that we have come to expect from a shampoo, I think that Herbal Essences delivers an experience beyond the expected. My favorite part of the experience is the appeal to the “feel” category of the framework. On the back of the shampoo bottle there is a joke, and the answer is on the conditioner bottle. I thought this was very clever, and it definitely made me chuckle. It definitely created an affective experience, delivering above what I thought I would get out of the shampoo. Herbal Essences continues to solidify this experience by providing consistency in all of their experience providers. The commercials, the website, and the communications all reflect this young, fresh and fun experience.

In conclusion, I think the customer experience is becoming increasingly important with the inundation of choices we are faced with every day. It is no longer adequate just to provide the experience that customers are expecting. In order to gain loyalty and associations, it is important to deliver beyond what the customer thinks they are buying. In other words, it’s not just about the shampoo anymore!  You have to give the customer a product that appeals to senses, feelings, intellect, lifestyle, and ideals. And in today’s world, that’s how you get a customer to lather, rinse, and most importantly, repeat!