He very cleverly mapped out his experience across two axes and showed the impact of each touchpoint on his overall experience. It’s this data that can provide a clear starting point and show the Pareto Principle of CX design coming to life.
No one expects everything to be exceptional. In many ways we’re built to handle a level of friction in our interactions, however our job as marketers is to ensure that these friction points are picked up and redesigned. This ensures an optimal experience that drives customer satisfaction, acquisition, and retention.
In a majority of cases, and like in the example given, the starting point for CXD is qualitative and quantitive data. If you are a big company with many touchpoints, chances are that you have a lot of data to use. By taking this data, segmenting it and building pattern models via inference you can quickly plot your customer journey and identify the areas in the journey that could provide a net, net positive impact on your overall customer experience.
Although this gives you a starting point, it does not tell you what to do. In many cases of CXD most people tend to focus on making things better by making things more usable and useful. Although this is a good start, it is not true experience design. Making something that ‘sucks’ simply ‘not suck’ does not mean it is better. Ideally CXD is about the experience the brand wants its customers to have. True customer experience should be a platform that gives brand personality, tone, values, and mission a voice to speak from.
Today’s consumers (especially millennials) want to be part of something greater. Our society, like the world, is getting smaller and tighter. We all want to be part of a tribe. We want a sense of belonging and to be part of a community that understands us and sees the world in a similar way.
As an agency our definition of customer experience design is built on the fusion of 3 core principles:
In our model we start the experience design by first understanding the brand and what its purpose is in the world. In many cases we look at how the brand’s personality comes to life digitally as most customer experiences either begin or end in this space. Once defined we look at how current and future environments need to be tailored/optimised to tighten the overall experience. The key is about micro-moments and micro-changes that provide the most impact.
In many cases we find clients want to do dramatic macro-changes to impact the customer experience. In some cases this may be the right approach, however in the majority of cases I have found that real change comes from optimising the micro-moments within the experience. In a way, what I’m saying is: “sweat the small stuff”.
Now the last and most important step is data. Data is not numbers. What you need to do is look at data to tell you stories. When most people look at data in the context of CX they look at the binary information it provides i.e. it’s working versus it’s not working, people are buying versus people are not buying. This is the wrong way to look at data.
You need to understand that CX is not a set-and-forget experience. You need think of it in the context of storytelling. What you need to do is segment the data into behavioural patterns and look at the propensity of behaviours through the customer experience. What this allows you to do is to break the overall experience into micro experiences which is where the real issue is.
From this point onward you need to be in an infinite loop of user experience design optimisation, testing, and tweaking. Like I said there is no set-and-forget in CX. You need to be ok with handling large datasets and understand that data tells stories. By breaking these stories down you can find the small changes that make the biggest impact.