CUSTOMER EXPERIENCE​

One Story at a time

Digital Transformation is all about delighting Customers. To achieve this we help you bring your Customer Journey to Story Maps to Sprints and to Deliverables with the help of Design Thinking.

Customer Experience's 3 Elements

In a digital transformation context

Defining your Customer Experience Strategy is the first step of a successful digital transformation initiative. Achieve this by understanding your customer, creating product roadmaps or better yet, story mapping their customer journey via personas and touch points.

Customer Understanding

1

Source: nresult

Get to know your Customers’ purchasing habits with Customer Journeys Maps. If you have previous data, specially from your CRM, use it as a basis for a new analysis. We encourage our customers to revise the effectiveness of their current CRM. Some clients have no CRM and thus the priority is to implement one. 

Map your Customer Interactions accurately through segmentation (personas). If you do not know your segments, go back to your CRM. Map your customers into Values, Needs and Purchasing categories.

Understand the good, the bad and the ugly through touch & pain points. If you have not done so, define metrics – irrelevantly how basic these may appear to you. Start measuring what you think your customers value.

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Top-Line Growth

2

Source: The W. Edwards Deming Institute Blog

Create the narrative of your products, services and brand to support it. Use themes and story mapping. Do not use product planing. Start thinking MVP (Minimum, Viable Product), then evolve into MVE (Minimum, Viable Experiments). 

Deliver working, minimalist product and services (MVP). Show what your brand stands for. Use digital media extensively, social media and online portals and community portals. Measure results and learn.

Use technology. It is plentiful, within your reach. Based on your brand narrative, start digitalizing your portfolio of touch and/or pain points. Push the technology barrier as much as your skillset and budget allows. Do this in small, but constant increments. Always measure and preferably do not re-invent the wheel: manage this process using a proven methodology.

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Customer Touch Points

3

Every contact with you, your offices, your website, your business cards, phone, your employees, etc. are opportunities to tell part of your story to your customers and potential partners. Don’t leave it to chance.

According to the MIT Sloan, “Customer service can be enhanced significantly by digital initiatives“. The problem arises however, when you have an exponential number of channels to manage and to do it in such a way that all supports your brand.

Start small, budget accordingly. Just make sure you do it. Start by following the three steps shown here and measure a base “brand equity” before and after any change due to digital marketing initiatives.

Furthermore, aiming for an omni channel strategy is key. Your brand experience must be homogeneous across the different channels. This creates enormous budgetary pressures for digital transformation initiatives. Where should you start? How minimum should your MVP be in order to remain viable? 

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Additional Reading

From leading industry thinkers

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