My friend told me a story about his experience with a large bank. He logged in to their self-service to update his profile data. He just needed to change his postal address. Two weeks later this company sent him a new bank card by post to his old address. My friend was disappointed, though luckily he still got his card from his old place. This is just one example how customer experience is ruined because of non-existing or poor customer experience strategy.
Customer experience is absolutely every interaction with the company. It gathers all kinds of customer contacts like Google search, visiting self-service, getting a greeting card for a birthday, a shipment from the post office or using warranty services. As the trends have definitely shifted towards customers and their power to help or reject companies, effective customer experience has skyrocketed and become ever more important. What it means is that any bad experience can quickly scale into a problem seen at the highest levels of your company. Or vice versa, if a company does not value their customer’s experience, they might face serious risk in operating at all.
It makes a lot of sense. Think about yourself as a customer. In order to be an advocate for a brand, you expect quick, consistent, contextual and personalized interactions. You want to feel good and that the company you interacted with, understood you. It’s as simple as that, at least from your point of view. If you think about from the company’s point of view and analyze the story with my friend. It showed that the company had designed a feature – changing personal information in self-service – but never ran it through it with a customer.
I’ll continue discussing this topic in future blog posts as well, but service design is essential to every customer-centric company. It holds the course since you think through customer’s journey, map it and deliver it through the journeys of actual personas. Every new feature/ functionality should have design, process and tests to ensure maximum value with the customer. Why? Because customer enjoys flawlessly designed services when he/she has a feeling that everything is thought through. This is what we’re thriving for – helping companies change their services for their customers.