Design your
customer experience

To achieve this, there are three key things to bear in mind:

• Your customer experience already defines you, whether you like it or not. The key is to manage it in a systematic way.
• Your customer experience must be managed as a business strategy; not simply as a Marketing or Services issue
• You will need to manage the total experience – take into account customers’ rational AND emotional reactions. ANYTHING that can be perceived or sensed will form part of the total experience.

To help you design your customer experience, we start with your brand promise and then work with you to map the customer touchline in detail to enable you to determine how you can to make your brand promise come alive for target customers at each stage of the customer experience in a way that adds value to them and differentiates you.

The challenge at this stage is to turn your customer experience design into reality. In looking at the customer touch-line, we help you identify which processes, products and services must be improved to deliver your brand promise. (Insightful organisational research will be particularly helpful in identifying internal obstacles that need to be addressed).

The alignment of marketing, HR and operations will be very important at this stage to ensure that there is a coherent action plan and that management stay focused on the improvement effort. See more