Driving commercial benefits from brilliant customer experience design

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Customer experience design is being heralded as the path to business success.

  1. Commercial foundations: Start by developing the customer experience framework that balances business objectives and customer needs.
  2. Engage more deeply: Identify what emotional value customers see as relevant from the business.
  3. Get the right measurements: Clearly outline the metrics that matter and how the data will be captured.

Duncan Thomas, Co-Founder and Director, Pomegranate Media

In recent years, with audience retention becoming one of the biggest battles for businesses across the industry sectors, business success relies on the quality of customer experience more than ever. Many of us are sensing the increasing volume of enquiries for good experience design, not only in terms of digital media, but also across an entire customer ecosystem, including both offline and online interactions. However, there are also others 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.

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 exceptional 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 may be a simple answer but doing this effectively is not always so easy. However, with their wealth of skills and experience, design thinkers across the disciplines, including UX and CX, can confidently fast track businesses to ‘customer first’ principles.

To accommodate audience’s appetite, the experiences we engage with are now being designed more holistically with a focus on how deeply they affect our lives both emotionally and physically. The result are journeys that truly acknowledge customers as individuals, infuse targeted expertise freely and actually support aspects of their self-development.

Pomegranate has invested over 12 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 remarkable 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.

See inside our thinking: The ux design blog

Start a conversation today: Contact us


 

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