Question

In no less than 200 words, discuss:

"Intangible" elements, why are these important as it relates to the customer experience?

Answer 1

In today's world, the product characteristics or the tangible factors are no longer very influential in customer experience but its the intangible factors. The intangible factors include service quality and other aspects like convenience, durability, etc. These factors cannot be measured in the normal way and play an important role in the customer's expectations. The reason why this is important is with the advancement in technology, man has shifted towards looking for convenience in all products.

Intangible elements like the speed of delivery of products, the quality of the product, the behavior of the employee play an important role in determining the overall satisfaction of a customer. Customers prefer getting the value for money in their products and this lies in the experience. For example, a customer visiting a restaurant is highly likely to have a good experience if the intangible elements are met. The quality of the food, the behavior of the waiters, convenience, less waiting time for the food, etc are the factors that would amplify the magnitude of the experience. A customer after having experienced all these would share the intangible experience with another customer and lead them to the restaurant next time. Therefore, businesses and companies must consider intangible factors while marketing a product or selling them.