CX Design around the Customers - Deepstash

CX Design around the Customers

Customers develop their perceptions of products and services across many touchpoints and channels. Think of a brand you’ve engaged with. How many ways can you encounter it? How did you discover it? How do you feel about it? There are many factors behind how customers make contact with brands and perceive them over time.

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Had a conversation with a Food Brand last week with a clear challenge in customer service experience. They get complaints from customers every week. After so much probing I found out they have no customer experience design and customer journey map since their formation in 2014. Sharing this article was influenced by that conversation.

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MORE IDEAS FROM What is Customer Experience Design?

Customer Journey Maps

Customer journey maps can help you examine customer touchpoints, understand a brand’s CX and expose gaps

Customer journey maps are research-based tools which design teams use to reveal typical customer experiences over time and visualize the many dimensions and factors involved. These enable brands to learn more about target users.

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This is the all-important sense of agency where customers feel they’re part of a conversation with a brand—i.e., that the brand speaks to them, cares about what they care about and has tailored solutions just for them. Here, you should understand a major pitfall to avoid: Regardless of the transaction-based reality of the brand-customer relationship, if customers feel your brand is just selling them something, they will lose not only that sense of agency but also trust.

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Experience before Technology

You’ve got to start with the customer experience and work back toward the technology, not the other way around.

— Steve Jobs, Co-founder of Apple & user experience guru

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Anticipate the customer's mindset

You must acknowledge that customers are informed individuals. In several clicks, they’ll do extensive research.

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Customer Experience Design

The process design teams follow to optimize customer experiences at all touchpoints before, during and after conversion. They leverage customer-centred strategies to delight customers at each step of the conversion journey and nurture strong customer-brand relationships.

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Organizations must focus on areas such as advertising campaigns, customer service and consistency and adopt a customer-centric viewpoint. A brand may have a superior product but still, fail if it doesn’t reach users at their various stages of encountering it.

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What customers spend depends on their impression and experience of a brand.

They can leave and seek a competitor at any touchpoint, and leave bad feedback.

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What is emotional design?

Emotional design is the concept of how to create designs that evoke emotions which result in positive user experiences. Designers aim to reach users on three cognitive levels—visceral, behavioral and reflective—so users develop only positive associations (sometimes including negative emotions) with products, brands, etc.

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Customer Experience vs. Customer Success

Customer Experience (CX)

  • Considers the customer from the very beginning
  • The CX team relies on understanding how the customers think adn feel towards the company
  • Every interaction performed whether human or digital, feeds into the understanding and development of a great customer experience

Customer Success (CS)

  • The CS team works to understand how the customer engages with the product post-sale in order to identify ways to optimize their engagement
  • They work with the product teams in order to heighten the amusement and improve upon the frustration points of the customers

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UX design is crucial to just about everything. It renders the latest technology accessible to the masses, makes our favourite apps and websites a pleasure to use, and determines which brands and products we return to over and over again. To put it simply, design matters.

UX designers can make a huge difference to the world in which we live — not only through designing great user experiences, but by spreading the word about the immense value of good design.

So what is UX design all about? Let our all-time favourite UX design quotes enlighten and inspire you!

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