Driving commercial benefits from brilliant customer experience design
24 March 2016
Many of us are sensing the increasing volume of enquiries for good experience design, whether it’s limited only to digital media or is applied to the complexity of an entire customer ecosystem where there is an overlap of both offline and online interactions.
However, there are many who still ignore the importance of investing in User Experience (UX) and Customer Experience (CX) design, when it comes to ensuring healthy commercial returns. Among the numerous benefits of getting UX and CX design right, one in particular is the effect on encouraging customer loyalty. With audience retention becoming one of the biggest battles for businesses across the industry sectors, understanding the value that well thought through customer journeys deliver, is more crucial than ever.
The challenge is that market fragmentation and society’s appetite for life is influencing a shockwave of promiscuous consumer culture, putting retention at the forefront of board discussions. Once, brand offers, points and prizes were enough to convert a person from a ‘buyer’ into a loyal ‘brand fan’ but no longer.
The power has transferred and customer demand is now a formidable influence. This paradigm shift has caught many businesses unaware, with the resulting panic driving many
to jettison the good practices of branding and strategically planned customer experiences and, instead, responding with the tactics of adding anything that seems on trend.
Now more than ever people are looking for meaningful connections to the businesses they engage with, regardless of whether it’s biscuits or banking. Digital is behind much of the complacency that has developed, with many businesses not fully leveraging the emotions they conjured offline to harness the same principles online. For businesses to build brilliant experiences, that ultimately create something people want to return to, requires them to emotionally reconnect with the things that really matter to consumers.
Being ‘customer centric’ – a term many of us have heard – is the answer to reconnection, which essentially entails refocusing the business from the customer’s viewpoint. This maybe a simple answer but doing this effectively is not always so easy. Design thinkers across the disciplines, including UX and CX business, can confidently fast track into ‘customer first’ principles.
To accommodate the appetite audience demand, the future of the experiences we engage with will be designed more holistically with a focus on how deeply they affect our lives both emotionally and physically. The result will be journeys that truly acknowledge customers as individuals, infuse targeted expertise freely and actually support aspects of self-development.
Pomegranate has invested over twelve years into understanding how people connect with brands, what drives their behaviour and choices, the journeys they take and their expectations. Blending academic and commercial expertise, we have established the Emotional Ignition™ (EI)framework for CX and UX design, designed to help businesses harness the benefits of adopting a customer centric approach and give them the confidence and insight they need to deliver brilliant journeys.
There is a bright future ahead for those brands ready to go the extra mile and put customer emotions at the centre of their proposition. Are you ready?
Download our guide to designing brilliant customer experience.