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Customer Experience Design as a Craft

To an outsider that does not understand the work, it may look like we draw lots of pictures, talk too much, ask people invasive repetitive questions and then play back the answers. To the insiders who adore customer-centred innovation and design, it is a craft that produces collaborative art. So, how do I define Customer Experience Design? Customer experience design is the craft of using real consumers and their needs as the calibrating force to design customer value propositions and ...
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The customer experience ecosystem

For a leader to truly influence and effect transformation, he needs to understand the ecosystem that creates the customer experience. Each component needs to be evaluated to determine its positive or negative effects on the end result – the customer experience. I will go through each of the elements of the ecosystem illustrated in the diagram and summarise the leadership questions that are relevant when evaluating this ecosystem. Customer Value Proposition This may include the product, price, locations, packaging, service ...

What is a customer experience transformation?

One of my favourite questions is, “Can you come and run a CX project for us?” My problem with this question is that it is really asking whether you will be the fix-it person at whom they can throw things. It is also assuming that customer experience has a finite beginning and end and a defined scope – so you can put it into a project management paradigm and measure activities. I am not slating project management. What I am ...

How customer centered innovation will drive differentiation

Anyone can copy your product or your store or your decor or your ideas. What is much more difficult to copy is a richly embroidered experience. When you have designed an experience and paid attention to a thousand details in that experience, it is incredibly difficult to copy that. The thing about innovation is: It is not expensive. Anyone can do it. It can form the basis of a unifying team effort. Customers do not just compare you with companies ...

Why customer experience transformation will grow your business

Many businesses have forgotten why they exist. As Simon Sinek so eloquently said, “We all know what we do and how we do it but we don’t nearly question enough why we do things.” Your business exists for one purpose and one purpose only and that is to solve some problems in a customer’s life. The key to success and transformation is, firstly, understanding what problems you are solving, and then aligning your whole team to really understand those problems. ...

What is customer experience?

There are so many definitions out there. What a definition of something tries to achieve is to box the subject into something neat and consumable with which a person can feel comfortable. Customer experience definitions do not achieve this. The ones I have found all remain messy although they sound neat. Over the years I have changed my mind about how I define customer experience, because once you reach my age you are so much more confident about changing your ...