User experience as an individual’s
perceptions, emotions and responses that result from using a utility
website, product, service, complex solution, system and other
CUSTOMER EXPERIENCE PLAN
Start Customer Experience Management with Planning
Today's business world is all about understanding your customer and making
sure they have the best customer experience.
It makes great sense that a company would want its customers to have
positive experiences. These experiences lead to more sales and increased
To design a great customer experience journey, the first, and most
important, thing to do is to develop a plan.
The best customer experience is one that brings customers back. Most
customers say these types of experiences enhance their brand loyalty.
Creating just the right experience for your customers is worth the time and
Approach Customer Experience Holistically, but Be Focused
Customer experience is all-encompassing. There are so many interactions,
moving parts and so many ways it could be improved. Without a clear vision
of where you want to end up, this process can just be too exhaustive and
produce poor results.
Take the time to develop your ideal situation. How would you give your
customers the best experience? What would be the perfect scenario for the
customer's interactions with your company, customer care, customer service
and customer relationship management?
Be focused. Once you've really nailed down how you want those things to go,
you can start to make a concrete plan to get there. But without this plan,
you may implement changes that don't benefit the company.
User Experience Design
The initial user experience design employs a combination of design thinking,
art, science, experience, user intelligence, empathy, market intelligence,
and intuition. User insights obtained after studying user behaviors during
the testing process led to improvement of the initial user experience
design. For some soft creations, like
educational resources, user experience design is a
Example: INNOMPIC GAMES
Innompic Games is a multi-purpose radical innovation with a daring vision on
turning the Earth to the Planet of Loving Creators. Innompic Games inspire
entrepreneurial creativity, innopreneurial thinking, challenge-based
accelerated learning, creative teamwork, joyful artful performances,
cross-cultural collaboration and friendship.
At the end of Innompic Games, participants are invited to provide a
structured feedback that helps designers of Innompic Games to assess user
experience and improve it. The feedback form contains three questions: 1.
What did you like most? 2. What did you learn? 3.How Innompic Games could be
The user experience (UX or UE) is how a user
interacts with and experiences a product, system or service. It includes a
person's perceptions of utility, ease of use, and efficiency. Improving user
experience is important to most companies, designers, and creators when
creating and refining products because negative user experience can diminish
use of the product and, therefore, profitability. User experience is
subjective. However, the attributes that make up the user experience is
'user experience' includes all the aspects of
the interaction between the end-user with the company, its services, and its
User Experience Design
In the classical marketing model, marketing is deemed to a funnel: at the
beginning of the process (in the "awareness" stage) there are many branches
competing for the attention of the customer, and this number is reduced
through the different purchasing stages. Marketing is an action of "pushing"
the brand through few touch points (for example through TV ads).
Since the rise of the World Wide Web and smartphone applications, there are
many more touch points from new content serving platforms (Facebook,
Instagram, Twitter, YouTube etc.), individual online presences (such as
websites, forums, blogs, etc.) and dedicated smartphone applications.
As a result, this process has become a type of "journey":
The number of brands does not decrease during the process of evaluating and
purchasing a product.
Brands not taken into account in the "awareness" stage may be added during
the evaluation or even purchase stage
Following the post-purchase stage, there is a return to the first step in
the process, thus feeding the brand awareness.
This process may be referred to as the "customer journey" or the "buyer's
In relation to customers and the channels which are associated with sales,
these are multichannel in nature. Due to the growth and importance of social
media and digital advancement, these aspects need to be understood by
businesses to be successful in this era of customer journeys. With tools
such as Facebook and Twitter having such prominence, there is a constant
stream of data that needs to be analysed to understand this journey.
Business flexibility and responsiveness is vital in the ever-changing
digital customer environment, as customers are constantly connected to
businesses and their products. Customers are now instant product experts due
to various digital outlets and form their own opinions on how and where to
consume products and services. Businesses use customer values and create
a plan to gain a competitive advantage. Businesses use the knowledge of
customers to guide the customer journey to their products and services.
Due to the shift in customer experience, in 2014 Wolny & Charoensuksai
highlight three behaviours that show how decisions can be made in this
digital journey. The Zero Moment of truth is the first interaction a
customer has in connection with a service or product. This moment affects
the consumer's choice to explore a product further or not at all. These
moments can occur on any digital device. Showrooming highlights how a
consumer will view a product in a physical store but then decide to exit the
store empty handed and buy online instead. This consumer decision may be due
to the ability to compare multiple prices online. On the opposing end of the
spectrum is webrooming. Consumers will research about a product online in
regards to quality and price but then decide to purchase in store. These
three channels need to be understood by businesses because customers expect
businesses to be readily available to cater to their specific customer needs
and purchasing behaviours.