![]() As far as they’re concerned the experience they have on the Hilton website should completely match the phone conversation with reservations. This considered design ensures the customer never knows they’re being handed from one part of the organisation to another. This ensures customers are never stranded in a “service crevasse” (thanks Andy Polaine for that one) as they unknowingly transition across departments in the organisation. Service Design supports the customer journey and the interaction touch points by deliberately and thoughtfully designing all the under pinning operational processes and systems to serve the customer. CX is designing for all those micro needs no matter what the touch point and stitching it together to create a cohesive, consistent and positive experience. They come from somewhere, they go through a series of interactions and finish with their needs met (hopefully). Still with me? Customer experience (CX) design looks at the holistic journey a human goes on to achieve an outcome via your product or service. It’s a moment in time when your customer interacts with you and you deliberately and thoughtfully design for that interaction. A touch point is not a channel (like ‘website’ or ‘call centre’). User Experience (UX) design is designing for a specific customer touch point…when a customer needs something from your product or service. ![]() Hours of fun! For our purposes here, I’ll give you mine. Most practitioners have their own definitions of all of these terms. Here’s where customer experience design, user experience design and service design combine to cohesively and consistently bridge the silo divides by focussing on the human. ![]() Operations think they do the real work, everyone hates Finance! People are naturally focused on their own department, their own problems, their own job and their own status…”. Sales don’t like Marketing and vice versa. Observed in this research “People are tribal. Silos absolutely create business and operational efficiencies however research conducted all the way back in 2012 showed that the largest impediment to desirable customer experience was ‘silo mentality’. Joy comes from surprise and connection and humanity and transparency and new…” Seth Godin “Traditional corporations, particularly large-scale service and manufacturing businesses are organized for efficiency. And to paraphrase Jeff Bezos, founder of Amazon, if you make people angry, with the power of social media, they can now tell 6,000 friends instead of 6. The net result of this is an inconsistent experience leaving customers confused, put out and thus complaining. At every touch point when they need something from you, all they want is to be helped, supported and valued.Ī great customer experience rarely starts with “I’d like to help but… ”, yet so many companies delineate the experience they provide by department. But guess what? Your customers don’t care how your organisation is structured. ![]() Digital with digital, direct customer contact channels with direct customer contact channels….mobile with mobile…web with web…silos within silos. Organisational silos make sense right? Structure your company into the parts that belong together. Are silos destroying your customer experience?
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |