3 key details for the design of an Experience (Cx)
Posted: Sat Dec 28, 2024 3:26 am
Customer Experience Design [Customer Experience • Cx] consists of the analysis and management of the different points of contact between the organization and the customer in the journey of the relationship.
It translates into a traffic light (green, yellow or red) to understand the degree of customer satisfaction at each intersection between: the action at the time of consumption – what is expected [ EXPECTATION ] VS the situation or moment of contact received from the company [ REALITY ].
You may be wondering what are the main benefits that led this work model to be on everyone's lips and today be one of the best-paid specialties on the market. Its purpose?
Among the main benefits are:
It is more profitable to care for clients than to go out looking for them: Getting involved with Cx tools, such as the Journey Map, will allow you to be attentive to your client at all times. You stop working from the general to get involved with the details that will differentiate you in the market, exceed expectations and increase your client's desire to choose you again.
Anticipate needs, plan: Whoever manages to anticipate events bolivia telegram data undoubtedly save time and, consequently, money . Being able to anticipate expectations or potential errors in management will allow you to anticipate and avoid the discontent of potential detractors of the brand.
Generate a larger number of salespeople: What if I told you that by working on customer experience you can exponentially increase the number and quality of your salespeople? Of course! What could be better than many satisfied customers who want to recommend your brand at different events with friends, family and colleagues. A satisfied customer will be your best salesperson.
And most importantly, what are the 3 main details to take into account?
First and last point of contact: The first point of contact (for example, the window or entrance to a business, a call to make a reservation, a website) will be responsible for the good or bad disposition of your client for the rest of the experience. You must avoid the relationship / experience starting with anger or disappointment. Then everything will be simpler.
The last point of contact is undoubtedly crucial. The satisfaction achieved by it will generate or not the final smile and the mood of your consumer when leaving. It is an obligation to manage whether or not your client wants to choose you again. Therefore, you will not be able to save on final details such as the cashier or packaging staff, delivery logistics and management of moments that generate positive comments from the client after passing through the exit door.
WOW! Moment: Every company must be very clear about the reason why customers choose it and decide to pay, its Value Proposition. It is your organization's job to know what the previous expectations are in order to surpass them with reality and thus generate the sensation in your consumer that will reflect success, the WOW! moment.
The 3 final questions. What is the greatest prize your company should aspire to? Without a doubt, the affirmative answer to the following questions that your client will answer: a. Were your expectations met? b. Would you come back? c. Would you recommend me?
These answers will become the thermometer to understand whether the result of the experience for your clients is satisfactory or not. When more than 90% are affirmative, you can objectively state that the organization is on the right track.
Clarification: There is no company that achieves a perfect journey (all positive touchpoints). The main objective is to safeguard the moments that really generate value in order to immunize the experience from all possible errors or unexpected events during the relationship.
And now?
You are probably already eager to start investigating even more about this specialty and put the different tools into action. I cannot let you go without the following recommendation: When analyzing the different points of contact, you will discover more than one moment where reality does not exceed expectations (red dot on the traffic light) . As this is a tool to work with the team, I advise you to never work on the error from a critical point of view, but rather as an Opportunity for Improvement . In this way, you will avoid the team perceiving the tool as a threat to their job and will be able to understand that the result will be a benefit for everyone.
It translates into a traffic light (green, yellow or red) to understand the degree of customer satisfaction at each intersection between: the action at the time of consumption – what is expected [ EXPECTATION ] VS the situation or moment of contact received from the company [ REALITY ].
You may be wondering what are the main benefits that led this work model to be on everyone's lips and today be one of the best-paid specialties on the market. Its purpose?
Among the main benefits are:
It is more profitable to care for clients than to go out looking for them: Getting involved with Cx tools, such as the Journey Map, will allow you to be attentive to your client at all times. You stop working from the general to get involved with the details that will differentiate you in the market, exceed expectations and increase your client's desire to choose you again.
Anticipate needs, plan: Whoever manages to anticipate events bolivia telegram data undoubtedly save time and, consequently, money . Being able to anticipate expectations or potential errors in management will allow you to anticipate and avoid the discontent of potential detractors of the brand.
Generate a larger number of salespeople: What if I told you that by working on customer experience you can exponentially increase the number and quality of your salespeople? Of course! What could be better than many satisfied customers who want to recommend your brand at different events with friends, family and colleagues. A satisfied customer will be your best salesperson.
And most importantly, what are the 3 main details to take into account?
First and last point of contact: The first point of contact (for example, the window or entrance to a business, a call to make a reservation, a website) will be responsible for the good or bad disposition of your client for the rest of the experience. You must avoid the relationship / experience starting with anger or disappointment. Then everything will be simpler.
The last point of contact is undoubtedly crucial. The satisfaction achieved by it will generate or not the final smile and the mood of your consumer when leaving. It is an obligation to manage whether or not your client wants to choose you again. Therefore, you will not be able to save on final details such as the cashier or packaging staff, delivery logistics and management of moments that generate positive comments from the client after passing through the exit door.
WOW! Moment: Every company must be very clear about the reason why customers choose it and decide to pay, its Value Proposition. It is your organization's job to know what the previous expectations are in order to surpass them with reality and thus generate the sensation in your consumer that will reflect success, the WOW! moment.
The 3 final questions. What is the greatest prize your company should aspire to? Without a doubt, the affirmative answer to the following questions that your client will answer: a. Were your expectations met? b. Would you come back? c. Would you recommend me?
These answers will become the thermometer to understand whether the result of the experience for your clients is satisfactory or not. When more than 90% are affirmative, you can objectively state that the organization is on the right track.
Clarification: There is no company that achieves a perfect journey (all positive touchpoints). The main objective is to safeguard the moments that really generate value in order to immunize the experience from all possible errors or unexpected events during the relationship.
And now?
You are probably already eager to start investigating even more about this specialty and put the different tools into action. I cannot let you go without the following recommendation: When analyzing the different points of contact, you will discover more than one moment where reality does not exceed expectations (red dot on the traffic light) . As this is a tool to work with the team, I advise you to never work on the error from a critical point of view, but rather as an Opportunity for Improvement . In this way, you will avoid the team perceiving the tool as a threat to their job and will be able to understand that the result will be a benefit for everyone.