An experience standard specifies what customers should see, hear, touch and be told at each touchpoint, with a named owner for each. It sits between brand guidelines, which describe the identity, and an operations manual, which describes the tasks.
What it contains
- The class and customer the business is serving.
- Each touchpoint, from first contact to after the sale.
- For each: the objects, the words, the timings and the sensory choices.
- Who owns it, and how it is checked.
- What to do when something goes wrong.
How it differs from what you may already have
Brand guidelines say what the logo and colours are. An operations manual says how to open the till and clean the floor. Neither says how the greeting should sound at the door, how long a guest should wait, or how the bill should be presented. That is the gap an experience standard fills.
When you need one
- Before opening, so habits form around it.
- When opening a second location.
- When the owner steps back from daily operations.
- When prices go up and the experience has to justify them.
Questions
What is a customer experience standard?
A written specification of what customers should see, hear, touch and be told at each touchpoint, with owners and checks. It complements brand guidelines and operations manuals rather than replacing them.
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