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Customer Experience Design


Customer experience drives loyalty and the rise of “Digital” is an opportunity to enhance engagement by enabling customers to interact how and when they want.

We help organisations develop target customer experiences across all touch points that are driven by what customer’s value and best practices across a range of industries.

Customer experience is the new battleground and your customers are up for grabs.

Customer Journey Mapping

The essence of customer journey mapping is to capture customer experiences across all touchpoints to identify gaps between the intended and actual experiences your customers are receiving.

We document the journeys so that the customer’s stories and events are clearly identified and easy to understand. This is no death by PowerPoint but a single A3 roll that allows much more comprehensive story telling of the experience that is super easy to communicate and understand.  We identify the precise points in the journey with real-world examples that shows the impact of forcing customers to:

  1. Provide information that you should already have.
  2. Channel switch.
  3. Do all the work – chase-up on promises not kept.
  4. Expend lots of effort wading through clunky processes.

These journeys form a powerful narrative for raising awareness, building alignment across different parts of the organisation and making a compelling case for change. In most cases improving the customer experience also reduces costs by removing the unwanted contacts that are expensive to handle.

Complaints Handling Optimisation

How to turn complaints handling into an opportunity to recover customers from bad experiences with either products or services is the question we seek to answer.

Through our partnership with Grant Thornton we have created a number of industry specific complaint handling benchmarks that assesses the impact on the customer experience throughout all the touch points that make-up the lifecycle of a complaint. We have found a marked difference between participating organisations and between in-flight (when the outcome is uncertain) and resolved complaints. Armed with this insight organisations are able to remove the most barriers to complaint handling that damage customer experience and loyalty:

  1. Not recognising that a complaint is an emotional experience and subjecting customers to bureaucratic processes with y hurdles designed to make complaint handling difficult.
  2. Forcing customers to write rather than use more convenient channels.
  3. Not owning the compliant and putting the onus on the customer to drive the outcome.
  4. Overall time taken to resolve.

Knowing the barriers and the impact they have on ongoing loyalty and positive word of mouth vs best practice provides the information and motivation to redesign complaint handling processes so that the customers get an more personal and valued experience and a fair outcome.

Target Customer Experience

The driver of customer loyalty is experience and that is true for all interactions even digital. We help our clients understand their current “accidental customer experiences” and redesign them to remove high-effort pain points and brand damaging outcomes.

We answer the following questions:

  1. What is your purpose in the eyes of your customers?
  2. What are you doing to enhance and detract from the customer experience?
  3. What are your customer’s priorities to improve their experience?
  4. How can the target customer experiences be implemented across all touchpoints?
  5. What will be the impact on loyalty and cost to serve?

Customer experience is up for grabs and within the control of all organisations to control and influence. If you don’t have a precise definition of what good looks and feels like then your competitors that do will take your customers.

Target Employee Experience

You can’t deliver an excellence customer experience without the support of motivated front-line staff who live and breathe your brand values and go beyond the call of duty to deliver great customer experiences.

We use the feedback from our Employee Engagement surveys to identify the key beliefs, behaviours and competencies that front line staff need to deliver great experiences in a natural and engaging way. We use this information to create an environment where customer facing staff can operate effectively, enjoy their role and appreciate they value they create for their customers and the organisation. We design and create the “winning believes and behaviours” and the sustaining environment and controls that enables front-line staff to thrive, be fulfilled and actively participate in removing customer experience barriers and developing and sharing best practice.

Digital Engagement

Our research shows that digital engagement is driven by the quality of experience and is not constrained by consumer demographics, device availability or underlying product complexity.

The message is loud and clear, customers want the availability to control how and when they interact with organisations and the absence of person-to-person contact doesn’t have to mean the death of loyalty.

Customers’ expectations vary, for simple products like credits cards convenience, usability and security are the main drivers. The barriers for complex investment and pension products are functionality and usability limitations and customer behaviour, however customers are up for grabs and willing to do more on-line if the functionality and usability constraints are removed.

Digital engagement starts with the hygiene factor of allowing customers to use their preferred channels when they want, however going beyond a utility experience is what really matters and providing bespoke information and services that are relevant to individual customers’ often before they are articulated is where the future battleground will be. So don’t think customers’ needs in terms of a pension product but rather a retirement lifestyle. This is context will form the basis for a much wider range of interests and will keep customers coming back.

We help organisations understand the potential and value of digital engagement what strategies and experiences are required to secure it.

Usability Assessment

Our research shows that there are key experience drivers for digital journeys 

They are :-

  1. Ease of finding relevant information (the initial browsing experience).
  2. Clarity and completeness of information.
  3. Completeness of functionality.
  4. Overall ease of use.
  5. Click to call support – not being subjected to IVRs and long wait time before speaking to a contact centre agent who doesn’t have visibility of the preceding on-line journey.

Our experts UX designers and Insight specialists  create a heat map  of the most visited pages  of your website or App and identify and rank opportunities for improvement by plotting  clicks Vs overall usability with drilldowns to underlying cause whether that is information, functionality or overall navigation simplicity. We start by selection the most common/important user journeys and create a pragmatic case for action based on ease of implementation vs costs/benefits.