Creating an experience starts with understanding what emotionally drives customers to hire a product.

As the world is slowly moving towards "want" than "need," the only way to matter to your customers is by delighting them.

But how can I do that?

Let's take the Jobs-to-be-done theory(JBTD),

In JBTD, the emotional job is the most significant of the three dimensions (Functional job, social job & emotional job), making the product price irrelevant when compared with other dimensions.

So you need to understand the emotional reason behind why a customer will buy your product.

Here's the list of basic emotional reasons which may trigger people to buy/hire a product

• Happiness

• Sadness

• Fear

• Disgust

• Anger

• Surprise

Note: Sometimes, they are intertwined when people make a purchase.

For Example:- A father wants to surprise her daughter on her graduation day, so he may want to buy a new car for her. But buying a car for her daughter is not a simple decision, so he will conduct thorough research to buy a car.

His research expectation has at least two or three objectives to fulfill

Objective 1:-New car shouldn't disappoint her daughter.

Objective 2:- Her daughter has to drive a safe car with the latest features for extreme protection.

Objective 3: It must be a brand New Model.

 During his research, he seeks the help of family members, relatives, friends, colleagues, friends, car dealers, youtube videos, and showroom managers before deciding which car to buy.

Finally, he decides to buy a car that is not only a brand new model but also will surprise and provide extreme safety for her daughter. In the end, he may buy a Tesla or Volvo (high probability), but he will go through this journey to buy one.

If companies know their customer's journey before purchase, they can create a delightful experience for their customers.

Ex: Your Favorite Cake Shop, Restaurant, IKEA, Disney, Zappos, Southern New Hampshire University, Nyquil, Apple, Canva, Tesla, etc.

But most companies haven't made any significant effort to understand their customer's jobs before innovating new features or tinkering with their existing product. They embrace randomness in innovating without understanding the probability of the feature's success.

So to understand customers buying behaviors, you must do the following two things to know their journey before purchasing.

1. Interview your existing or Look alike Customers

2. Observe People's behavior when they are buying

Although these two things are difficult, that's the right way to create an experience for your customers which can emotionally drive them to buy/hire your product.

To conduct customer interviews, Read these two books from Clayton Christensen's team

1. The Secret Lives of Customers: a detective story about solving the mystery of customer behavior by David S. Duncan

2. Demand-Side Sales 101: Stop Selling and Help Your Customers Make Progress by Bob Moesta.