Customer experience design is focused on creating the optimal customer journey. This falls into two areas:
Differentiate – Where can you make the experience unique to your brand? Where can you become famous?
Fix and improve – What needs fixing? And where can you make marginal gains that improve the customer experience?
Differentiating your Customer Experience
Learn from the best, not your nearest – It’s a mistake to look to your competitors for ideas for making your own customers experience unique. Instead, we help you to step outside your sector and delve into the customer experiences of those doing interesting things. What can a 100 year old financial institution learn from a retailer like Lush? What can an airline learn from a private members club? What can a multinational learn from a local bike shop? The inspiring design journey we lead you through not only helps you step into your own customers’ shoes, but also helps you step outside your own bubble.
Create memories – Our CX Lab Tests give you great insight on the parts of the journey that your customers remember. Therefore in the design process we use this information to help you create actions to strengthen these memories.
Design is a process not a workshop – Think back to the best ideas you’ve ever had at work. Did they come from a group workshop? In most cases the answer is a resounding no! We believe that group workshops are not the only solution for designing the customer experience. Using elements of Design Thinking, combined with psychology about how people do their best creative thinking, we lead you through a journey to deliver the best solutions. For example: we recognise the need for reflection; the need for individual thinking; and the research that shows introverts are as good at creativity as extroverts (or maybe even better).
Fix and Improve
The CX Lab Tests will highlight areas of your customers’ actual experience which we call Tripping PointsTM. These are points on the customers’ journey that cause stress or an emotional reaction. In this CX Design phase we identify solutions to fix and improve the customer experience.
- Nudge for results – We make use of Richard Thaler’s wonderful Nudge Theory to make small but measurable improvements to the experience. This can be as simple as changing the colour of a display in a supermarket, changing signage in an airport, or changing copy on a website. Together, these subtle nudges can make a significant difference to your organisation.
- Scientific approach – The key to delivering a great return on investment is to take a scientific approach to the CX design. We start by bringing together the latest science and research about customer experience. For example, using the recent findings on the importance of different colours and smells. We then robustly test the solutions that we’ve designed together. This enables you to assess the impact against the measures you’ve identified, and the potential for wider implementation.
Think big and small – As Nate Silver writes, “Good innovators typically think very big and they think very small. New ideas are sometimes found in the most granular details of a problem where few others bother to look”. It’s proven that modest, incremental changes are better than placing all your bets on one major initiative. So we help you to continuously seek to find the many small ways to improve the customer experience.