Constantly organize feedback in processes and focus on it no less than on the opinion of the company's employees or the founder.
Sometimes CX becomes a logical continuation of the product approach.
Recently, companies that prefer to improve their products, have excellent features and innovative achievements, suddenly begin to lose profits, suffer losses. It turns out that special characteristics of a product alone are not enough for successful development. Analysis of the problems that arose led to the understanding that little attention was paid to the client, no one was interested in his needs, did not communicate with him and, as a result, his expectations were not always met.
Customer Experience helps change the approach, improve the way decisions are made.
A real-life example of rcs database an IT company developing and implementing various types of software, but having virtually no communication with customers – its main task was to continuously improve the product. The company had some idea of the customer experience. But after direct communication with customers and observing their behavior, the team of employees found a number of critical moments when customers were not satisfied with the behavior pattern imposed on them. The company had no idea how consumers perceived its product and services in reality. It was enough to change the relationship with customers, and their outflow in this case decreased by 15%.
Good or bad, but work with the customer experience is always carried out. If the company has problems with sales, consumers, product, then all efforts should be thrown into improving the customer experience. The main signals for taking action:
A steady decline in the number of buyers for an unknown reason - there were no major scandals or other serious problems with consumers.
Discord in a team is when some understand the situation and suggest action, while others pretend not to hear.
There has been a sharp increase in the number of complaints and negative reviews from customers recently.
A drop in the customer loyalty index or other related metrics (NPS, CSAT).
The company owner's suspicion that the team is promoting the project based only on their own knowledge, without conducting any authoritative research.
It should be noted that Customer Experience is necessary not only when there are some problems within the company or in relationships with consumers. Its use plays an important role in the multiple expansion of the business or if the owner has grandiose, far-reaching plans - there is no way to do without customer centricity. Especially if competitors already have CX, and they have gone far ahead with it.
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The Relationship between Customer Centricity and Design
Design is the transformation of what is into what one wants to get. As soon as this area of activity began to be considered separate, two approaches were formed to it:
Scientific design (USSR and USA) Collective Design (Scandinavia)
In the USSR, engineering psychology was used mainly for the development of the military-industrial complex. In the USA, in the 1960s, industrial design and product design moved away from engineering sciences. But design was still based on ergonomics and precise measurements. Only trained professionals were engaged in design. Designers brought the idea to public discussion, inviting interested citizens to personally participate in the development of products and services. Time has shown that this experience was the most correct. Therefore, the Scandinavian approach is the basis of modern service design
This process of involving the population in the development and creation of a new product was shown in the Swedish film "Kitchen Tales" (2003). Summary: in the early 1950s, the management of the Institute for Home Research decided to develop a project for the ideal kitchen. To this end, observers are sent to a small village in Norway to see how people behave when preparing food. An employee of the institute spends the entire day sitting on a very high chair in the corner of the kitchen, from where he can clearly see who is doing what. All the owner's actions are recorded in detail.
The Relationship between Customer Centricity and Design
Since the middle of the last century, the standard of customer centricity has been formed in the design environment as a way of creative thinking. At the beginning of the 21st century, service design is singled out as a separate direction.