How do you design a seamless customer experience across an ever increasing number of multiple channels?
Short answer is – you can’t
Experience is whatever the customer perceives it to be; and there isn’t a design-by-numbers system – anywhere - that comes with a 100% customer-love guarantee or your money back.
What you can do is influence that experience by being very intentional about where and how you deliver your brand promise in a way that is absolutely consistent at every touchpoint.
So when we talk about ‘designing’ customer experience, we refer to designing a framework that enables organisations to do this. This framework details the touch-points where you need to differentiate and the ways in which your products, processes and behaviours must be distinctive to deliver value to your target customers.
Many organisations begin to think about customer experience design without first creating the right context for doing so. So before you begin, be clear on the following three things:
•What your target customers expect and how you are performing against these expectations.
•The customer values that drive retention and advocacy.
•A clearly articulated brand promise that will deliver this value and differentiate you from your competitors.
If you don’t have this degree of clarity, take a look at our guides on customer insight and brand promise
Here’s a few other steps to think about as you design your customer experience
Map the touch-points along the entire current experience from beginning to end including social media. Use the customer’s perspective, not the organisation’s. You could map one touchline covering the entire experience but if this is too complex, map a touchline for each key customer interaction
Identify the pain points - inefficiencies, redundancies or inconsistencies in how customers experience your brand. Consider your brand promise and how well you deliver it at each point in the touchline. Ensure you think about your most valuable customers and their top expectations
Identify opportunities – to streamline and improve the experience. Look also for opportunities between existing touch-points eg the space between making a purchase on-line and actual delivery of the goods
Identify ‘hallmark’ points that will really distinguish your brand and emotionally engage your customers. These are the touch-points that you need to ‘over-index’
Create a blueprint for approval and identify implications for people, process and product/service and then move to implementation planning
Want more help in designing your customer experience, take a look at our customer experience workshops.
What is Customer Experience?
Customer Experience Measurement
Customer Experience Strategy