Customer ExperiencePosted: July 16, 2018
The way you design your service experiences also makes an important impact on prospects and customers. Smart companies anticipate customer needs and are a few steps ahead of what comes next in the customer awareness through buying cycle. In this digital age, service and communication become the new commodity and it’s critical to design experiences to that model. Experience-based service begins with a process of communicating with customers and letting them initiate communications in return.
Getting personal with customers also enhances the customer experience. People like to buy from companies who they feel understand them and can anticipate their needs. Simple things like email birthday greetings or product suggestions based on past purchases tell customers that you remember them, value them and appreciate their business.
Intentional design is a powerful tool that provides a systematic method to explore a variety of customer interactions and touchpoints that move, engage and respond. Most of all, customer experiences have to be authentic and all touchpoint possibilities explored before recommending appropriate user design scenarios.
Service providers are continually reshaping their offering in response to changing customer needs and demands. As customer expectations change, businesses need to rethink the experiences they deliver. Meeting new demands does not only require delivery of the right propositions – it also requires developing broader capabilities around the needs of people, across the entire ecosystem.
Adapting to the Fast-Moving Customer World
Most organizations are not designed to meet the changes that occur in their customer’s lives. Stable organizational structures, designed around the needs of the organisation, struggle to provide the flexibility needed to meet the demands of customers. These rigid structures constantly create barriers to customer interactions. They also impact customer loyalty as well as the businesses’ ability to offer more relevant products and services.
Evolving Organizational Design Around Customer Needs
From business architecture to agile methods, organizations constantly try different approaches to move the organization forward and get closer to their customers. Yes, few organizations manage to truly connect with their customer and meet their needs. There is often a gap between what customers really need, and what the organization must be capable of doing. Bringing the customer perspective into traditional change disciplines bridges this gap and enables the organization to evolve its design around its customers.
Seeing the Organization Through Your Customer’s Eyes
The complex systems, processes and connections within many organizations make it challenging to understand how different teams and departments impact customers. Looking at your organization from the outside in, rather than from the inside out, provides insight into how customers see different departments working (together). Customers using a service are generally the ones who are exposed to the entire organization, and its vast amount of divisions, departments and groups. Seeing the organization through your customer’s eyes helps to build a true picture of the organization and its impact on the customer experience.
Design the Business Around Customers’ Experience
Shifting the focus from inside out to outside in helps build an understanding of the experiences customers demand through all their interactions with the organization. Using this knowledge, the right capabilities can be planned and delivered. Designing your business around the needs of people and shifting the organization to a customer first mind-set enables you to differentiate and grow sustainably.
Customer Experience Architecture Translated Into Organizational Capabilities
The customer experience architecture connects all aspects of the customers’ experience with the business and the organization. It maps the fluidity of customers’ needs and expectations, highlights major opportunities to have business impact and translates these into clear organizational capabilities. Understanding capabilities from a customers’ perspective helps determine which aspect delivers the core capabilities – people, process, system – and how this should be developed.
Co-Creating Your Business With Customers
Adopting a customer experience architecture driven approach puts the focus on understanding customer journeys, channel integrations and fulfilment. Adopting this approach, as opposed to the traditional organizational capability perspective, ensures the architecture of the business grows and evolves in line with customer demands. In addition, a more flexible and cohesive structure enables the business to co-create its design – as well as its experiences with its customers.
Delivering Frictionless Experiences
A customer driven architecture provides the ability to design organizational capabilities from the customer perspective. By mapping how customers use and experience a service, it becomes clear how different departments and groups within the organization impact that experience. Collaboration of a variety of skills from different disciplines leads to a cohesive design, which delivers the experiences customers demand, across all key interactions and channels.
Connecting Customers’ to the Business Capabilities
Keeping up with the constantly evolving needs of customers has become increasingly complex. To stay ahead organisations must start designing their structures and capabilities from the outside in, ensuring the business is evolves around the needs of customers. A customer experience architecture not only designs from the outside, it also brings you closer to your customers and their needs which ultimately allows for co-creating excellent experiences.
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