Customer Experience – Not Just Web Design
With so much hoopla made over the digital customer these days, we might forget that Customer Experience is not so one-sided. The term is defined as “the cumulative impact of the total interactions customers have with your company, people, services and products.” This means we have Omni-customers.
‘Total interactions’ means ‘everything customers come in contact with’
It’s hard to believe, but customer experience really does cover all interactions. Not just online interfaces – the whole enchilada, stock and barrel, everything. From every social media offering, face-to-face, phone conversations, emails, snail mail, white papers, contracts, collateral, marketing campaigns, phone tree call-flows and recorded messages, how employees answer phones, the out of the box experience, product usage, product maintenance, product return, online and offline services, the line goes on. This is merely a fraction of the total interactions.
And, of course, your company websites, blogs, job listings, online product guides, shopping cart, etc. etc. etc.
Some things you control, others may be out of your control. But to your beloved customers, these interactions – all of them – represent your brand. They don’t distinguish between an online or offline brand, and neither should you.
Experience these interactions yourself.
Put the hat of your Omni-customer on and walk in their shoes. Establish a little journey to go on. Maybe you start at the website and try to find something. Test the phone number given. Use your phone tree to go through the options. Are they helpful? Do they lead you to the correct destination? Test a few extensions using an outside line. Do employees answer with cheerful voices, providing their name and department? Are they ready to help? Collect all of the printed and digital artifacts, such as mailers, emails, and other pieces of customer communications. Print them out and tape them up side by side to visually compare.
Continue doing this for everything so that you get the full breathe of the journey. Does it provide the brand values your company stands for?
Here’s the takeaway-
Don’t take it for granted that all interactions align to your brand and provide the great experience you hope and dream for. Be honest and identify all opportunities to improve. Ask your customers for their opinions and what matters to them. Prioritize, then start chipping away to make the world better for your customers!