Customer Experience

Customer Experience (3DCX™)

We help you deliver service that surprises. We want your service to stand out from the crowd.

Most leaders believe that excellent customer experience is about getting everything right…

…but the Peak End Rule, developed by Kahneman and Fredrickson, says that people judge experiences based only on snapshots: how they feel at the peak (the most emotionally intense moment), and how they feel at the end.

We’ve studied which emotions drive the strongest feelings of trust, advocacy, and buy-in to a service or product, and it’s not necessarily what you’d think.

Of all the emotions we can access, happiness, excitement, and elation (surprise) are the most memorable and will help influence customer perception and behaviour. Interestingly, calmness and relaxation are emotions that nullify the experience.

Imparta’s 3D Customer Experience programme focuses on:

Customer Experience - driving the brand experience

Driving the Brand Experience

3DCX turns traditional transactions into emotive brand experience, underpinned by the three dimensions of Insight, Influence and Trust.

Customer Experience - understanding the customer

Understanding the Customer

At the core of the 3D Customer Experience, philosophy is understanding how the individual should interact with each unique customer, based on their characteristics, preferences, and where they are in the buying cycle.

Customer Experience - creating emotional connections

Creating Emotional Connections

3D Customer Experience training enables your teams to use these emotional activities to deliver positively memorable customer experiences, that create emotional connections, eliciting a desire to return, and ultimately driving long-term loyalty.

There is a second dimension to emotion in a sales-through-service context.

Without emotion, you are seen as an organization that completes tasks, nothing more.

This doesn’t create a negative experience, but it does stop you having sales conversations because you’re not seen as qualified to add value.

3D Customer Experience training is ideally suited to sales-through-service environments.

gold paper plane

Explore the modules

  • CX


    Lower tension and build trust quickly, adapting your approach and communication style to each customer. Build trust through credibility, reliability and curiosity about their situation, and by focusing on the customer’s agenda not your own.

  • CX


    Know where your customer is within the service journey, how to identify opportunities if appropriate, and how to gain agreement to the next steps whatever the scenario. Use a range of powerful techniques to influence outcomes that meet the customer’s needs.

  • CX


    Use questioning techniques to understand the customer’s specific circumstances, needs, preferences and aspirations – as well as how they will judge the outcome. Use your knowledge of products & technology, applications and typical problem resolution to bring insights to their situation.

  • CX

    The CX Mindset

    Recognise the importance of your own mindset in delivering great customer experiences. Influence your mindset through techniques such as conscious choice and pattern interrupts. Trust yourself to deliver great customer experiences.

  • CX

    the Customer

    Understand customer behaviour and which emotions drive customer delight. Put yourself in the customer’s shoes, and assess their emotional start point in an interaction. Know the importance of peak moments and endings in creating memorable customer experiences, and add value across the key moments in the service journey.


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