Customer Experience Design is a strategic design approach to systematically improve the experience people have with your brand.
It’s about engaging customers across all touchpoints, throughout the customer journey, in digital and tangible ways. And it’s not just during an interaction–it’s what you do before and after too to make sure every interaction counts. The result is stronger customer relationships that translate into more product or service purchases, higher lifetime value of customers, greater advocacy among influencers, better word-of-mouth marketing potential for your organization and powerful return on investment (ROI).
Here we have talked about 5 customer experience design principles to follow in 2022.
Do customer research
Good customer research starts with defining your customers. For instance, who are you looking for? Do they have a specific demographic such as gender, age range, ethnicity and so on? What do your customers want or need? What products or services can we provide that will be valued by our customers and what makes those things unique and different from competitors in the marketplace. And lastly, identify what our competition looks like and how to strategically position ourselves as better than them.
- Start with what is known in your business expertise or industry
- Find out about the customers’ needs, goals, preferences etc
- Conduct field research instead of desk research when possible since this allows for direct contact with customers
- Use surveys, interviews and group discussions to gather qualitative data on whether customers are satisfied with your firm/product or not? Why they are satisfied or dissatisfied and what they would like to see change.
The goal is to convert qualitatively collected ideas into quantitative data so you can analyze them statistically. Hence making conclusions about customer satisfaction and requirements using descriptive analysis measures such as reliability coefficients and validity coefficients.
End-to-end experience design
End-to- End Experience is a term used to describe the complete journey your customer goes through on their way to making a purchase. For every purchase we make we want it to be as quick and easy as possible. One of the ways we can accomplish this goal, is by ensuring that there are no gaps in the process where our customer has questions about payments, shipping, or any other aspects which affect delivery time or pricing. You can do this by performing end to end customer experience assessment.
One thing you should keep in mind is that once your customers have completed an order they will most likely not come back for years (if ever!).
The customer experience will always be on – 24 hours a day, 7 days a week
In Australia, companies have an array of tools for ensuring that they have a positive customer touchpoint, including effective call management solutions and remote support services.
So how can companies ensure their customers are receiving quality service? Proper CX training is key in preparing frontline staff for its role in maintaining excellence in contact center performance – both with external customers and internal team members.
Priority should be given to employee experience
Unless your company is very small, it’s important to create a positive employee experience for two reasons.
People are your most valuable asset. A loyal worker will usually stay longer, work with more efficiency linked to that joy, and have lower absenteeism due to greater job satisfaction. Employees that are happy at work are simply better employees.
If you start experiencing turnover in your key positions – something many companies see as an inevitable part of the business cycle – you risk having lower productivity for months or even years before finding new hires “get up to speed.”
Authenticity of brand
Brands that are able to maintain their authenticity while still adapting to these changing trends are most likely to succeed in 2021. There are many factors to consider in this question. To maintain the authenticity of the brand, it could be beneficial to think about what brands really mean to consumers by speaking with them and understanding what the values they aspire to live up to are.
Ultimately, it’s important not only because it is something consumers deeply care about, but also because authenticity is the core of creating memorable experiences that lead people back again and again.
Designing customer experiences is about much more than just improving the quality of the experience, it’s about increasing value. Value is created when customers receive what they need when they want it, in the way that meets their needs best. And companies that design great customer experiences are able to do this because they know customers better than anyone else does – and maybe even better than customers know themselves.
