Clearworks - Customer Experience and Usability
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Customer experience design is crucial as 87% of consumers won't return after a negative experience, and effective measurement of customer experience remains a challenge for many organizations. A focus on retaining current customers is essential since acquiring new ones can be significantly costlier, emphasizing the need for understanding customer desires. The document outlines key components of customer experience design, including customer research, product ideation, and the collaborative responsibility of multiple stakeholders in delivering a positive customer experience.
Clearworks - Customer Experience and Usability
- 1. CUSTOMER EXPERIENCE DESIGN for Products & Services
- 2. CUSTOMERS ( It’s all about them. )
- 4. Why does customer experience design matter? 87% of all consumers will never go back to an organization after a negative experience - Right Now Technologies and Harris Interactive 83% of brand marketers state - “customer experience is among the best determinants of brand strength and business growth” yet half of all organizations state they cannot effectively measure it. Forrester Research The $74B CRM industry was built to measure customer interactions but organizations also need to understand customer wants, needs and goals. How do customers define “customer experience success?” CMO Council Acquiring a new customer can cost up to 5 times more than retaining a current customer and a 2% increase in customer retention can have the same effect on profits as cutting costs by 10%. CMO Council
- 5. How do you define customer experience? Their Friends Your Company Your Offerings ? Your Customers Their Family Your Brand Their Colleagues
- 6. How does customer experience design fit into the big picture? NEW PRODUCT IDEATION Innovation Process Ideation Sessions Customer Advisory Boards PRODUCT EVALUATION CONCEPT EVALUATION Qualitative Research & VALIDATION Customer Sat Studies Market & Competitive Analysis Customer Advisory Boards Qualitative Research Quantitative Studies Customers PRODUCT LAUNCH Process Mapping Customer Experience Programs PRODUCT DEFINITION MRDs & PRDs Business Cases Operations & Support Planning Customer Research PRODUCT POSITIONING & MARKETING EXPERIENCE DEFINITION Messaging & Positioning Customer Touchpoints Product Naming Interaction Interfaces Product Collateral Usability Optimization
- 7. Who is responsible for defining and delivering the SUPPOSEDLY responsible for customer experience… customer experience? Web Designer / Interaction Designer / Human Factors Engineer/ User-Centered Designer / Experience Planner / Usability Specialist / Information Architect / GUI Designer / UX Designer / Accessibility Professional / Information Designer / Software Engineer / Cognitive Psychologist / Web Producer ACTUALLY responsible for customer experience… Product Development / Product Support / Sales / Product Management / Order Fulfillment & Distribution / Training & Documentation / Customer Service / Marketing / Account Management / Legal / Human Resources
- 8. Where do you begin with customer experience?
- 9. How do you put the “customer” in customer experience? • • • • •
- 10. Where does usability fit into the customer experience process? • • • • •
- 11. • • • • •
- 12. We help our clients connect with Reach us at: their customers to create clear and info@clearworks.net compelling products, services and messages. We get what it takes to bring a product or service idea to Visit us at: life and how to create an www.clearworks.net actionable plan to get there. We understand what you need to know and how you’re going to use that information to make decisions. Let us bring clarity to your products and services.