Designing customer experience

Design customer experience that will enable you to implement your brand promise and differentiate your company along all the points of the customer touchline. Develop and apply concrete measures to ensure that you deliver desired experience to your key customers.

Experience must be designed so it is differentiated, intentional, consistent with the strategy and add value to your most profitable customers.

In view of the above, you need to bear in mind that:

Your customer experience already defines you, whether you like it or not.
The key is to manage it in a systematic way.
Your customer experience must be managed as a business strategy; not simply as a Marketing or Services issue.
You will need to manage the total experience – take into account customers’ rational and emotional reactions. ANYTHING that can be perceived or sensed will form part of the total experience.

You need to start designing customer experience from defining the brand platform. The brand platform will help you define differentiated, valuable experience to ensure that the most profitable customers will get what the brand promise offered to them.

The challenge at this stage is to turn your customer experience design into reality. In looking at the customer touchline, we help you identify which processes, products and services must be improved to deliver your brand promise. The Organizational Alignment Survey conducted to assess your company’s ability to deliver desired customer experience will be helpful in designing the necessary changes.

Peter Drucker once observed that “You can only manage what you can measure.” For that reason, customer experience management is based on the development and implementation of appropriate measures. We help our clients develop custom-made versions of Balanced Scorecard, which apart from the standard measures, will enable them to evaluate their company’s ability to deliver desired customer service (on the level of people, processes, and products), but also to look at this experience from the customer’s point of view.

The alignment of marketing, HR and operations will be very important at this stage.

Read (in Polish though) Janusz Kamieński and Shaun Smith’s article "Projektowanie doświadczeń klientów" (Designing Customer Experience), published in Harvard Business Review March issue.