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    The document introduces the PIG strategy as an alternative to conventional approaches to customer experience like pursuing excellence, customer centricity, and continuous improvement. The PIG strategy involves allowing pain for significant pleasure through resource revolution, branded experiences that create good pain through creative aggravation, and differentiating the brand. Conventional approaches are criticized for getting in the way of business goals by incorrectly avoiding or minimizing pain.

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    The document introduces the PIG strategy as an alternative to conventional approaches to customer experience like pursuing excellence, customer centricity, and continuous improvement. The PIG strategy involves allowing pain for significant pleasure through resource revolution, branded experiences that create good pain through creative aggravation, and differentiating the brand. Conventional approaches are criticized for getting in the way of business goals by incorrectly avoiding or minimizing pain.

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    16 views7 pages

    PIG Strategy in A Nutshell

    Uploaded by

    joonyan
    The document introduces the PIG strategy as an alternative to conventional approaches to customer experience like pursuing excellence, customer centricity, and continuous improvement. The PIG strategy involves allowing pain for significant pleasure through resource revolution, branded experiences that create good pain through creative aggravation, and differentiating the brand. Conventional approaches are criticized for getting in the way of business goals by incorrectly avoiding or minimizing pain.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    of 7

    10/11/2017 (3) PIG Strategy in a Nutshell | LinkedIn

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    Sampson Lee 249 53 387

    PIG Strategy in a Nutshell


    Published on March 31, 2015

    incorrectly
    avoid pain wrong pain improve pain

    Pursuing Excellence Gets IN THE WAY

    You are sitting at your desk reviewing the latest customer feedback report.
    Looking at the customer dissatisfaction issues raised in the report, you cannot
    help but frown: queuing time is too long, background music too loud, payment
    choices too limited… you are on edge, about to pick up the phone to call every
    department head and demand a revolutionary enhancement to the customer
    experience. But, wait just a minute; will eliminating all the customers’
    dissatisfaction really keep your customers satisfied?

    Figure 1 - Pursuing Excellence: Avoid Pain with Insignificant Pleasure

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    Sampson Lee 249 53 387

    disallow minimize

    Figure 2 - Resource Revolution:


    Allow Pain for Significant
    Pleasure

    allow pain

    more less

    avoids

    Customer Centricity is IN THE WAY

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    It has been three years since you took charge of customer centricity. For the first
    Sampson Lee 249 53 387

    two years, you tried to “wow” every customer and address every pain and
    complaint. Yet you don’t have unlimited resources to do this – what a disaster!
    Learning from your past mistakes, you stop trying to satisfying ‘all’ needs of ‘all’
    customers. Instead, you focus your limited resources on satisfying only the ‘most
    critical’ needs of ‘target’ customers. This is the right way to go, isn’t it?

    Figure 3 - Customer Centricity:


    Bad Pleasure & Unnecessary
    Pain

    Figure 4 - Branded Experience:


    Branded Pleasure & Good Pain

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    both

    Allowing Pain

    right right
    wrong wrong

    Continuous Improvement is IN THE WAY

    Your CEO attended a conference last month and he was inspired: the next big
    thing is Customer Experience. His recent headaches have included regulatory
    changes that opened the market to competition, previous ‘hero’ products that are
    no longer among consumers’ favorites, and strong pressure to lower prices that
    eat into already slim margins. So, this inspiration comes at the right time. He
    quickly sets up a steering committee. Customer experience has to be improved
    continuously to become the company’s new core competence. Is your CEO
    driving your company toward a prosperous future?

    Figure 5 - Continuous Improvement: Improve Pain to Reduce Pleasure vs. Creative


    Aggravation: Aggravate Pain to Maximize Pleasure

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    aggravate

    improves

    PIG is a More Effective Solution

    creating a memorable customer experience
    differentiate your brand
    build your core competences

    disremembered’ experiences

    no different than your competitors – 

    weakens your comparative advantage
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    not are
    Sampson Lee 249 53 387

    Figure 6 - The Opposite Take


    on Pain: Conventional
    Approach vs. PIG Strategy

    resource revolution

    branded experience, 
    creative aggravation

    is

    not only
    more
    effective
    allow pain
    right pain aggravate pain – 

     unusual   natural unusual

    natural
    extremes
    balance

    . Isn't it?

    The World's 1st CX / CEM Certification Program

    Frequently Asked Questions

    Download the Workshop Brochure - 20-21 Nov 2017, Hong Kong


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    Search
    Download the Workshop Brochure - 22-23 Jan 2018, Atlanta 3 Try Premium
    for Free

    Download the Workshop Brochure - 18-19 Apr 2018, Stockholm


    Sampson Lee 249 53 387

    Register Online

    Patient’s Memories of Painful
    Medical Treatments: Real and Retrospective Evaluations of Two Minimally
    Invasive Procedures

    Evaluations of Pleasurable Experiences: The Peak­End Rule

    One Cup of Coffee, 20
    Experiences: Take a Tip From Starbucks

    Blue Ocean Strategy: How To
    Create Uncontested Market Space And Make The Competition Irrelevant

    About the Author

    https://www.linkedin.com/pulse/pain-good-sampson-lee/ 7/12

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