The path to true customer engagement


- by Mike Jones

Insight



UX, CX, HX… You may or may not have heard of these phrases and acronyms however the digital and customer/consumer world is full of them. We are an agency that takes huge pride in being able to humanise technology and demystify the industry to ensure that we work alongside our clients and genuinely collaborate.

Our passionate belief is that the customer must be at the centre of any business focus and one must blend this into the opportunities and challenges that organisations face daily in this digitally-led age.

User Experience

User experience means many things to different people. Some focus on digital, some wider than that – however we see it as part of a bigger whole UX to HX!  This is our definition of User Experience:

“Providing memorable, simple and enjoyable experiences to people (termed users) is proven to increase their level of engagement and commitment to an organisation.”

To do this effectively, one must:

  • Ensure that people can find the content they require quickly and easily.
  • Provide content that is relevant and useful to people.
  • Provide content in whichever formats fulfil the differing needs of the user be it video, imagery, written or audio.
  • A rational measure – Can I find? Do I like? Is it easy?

Customer Experience

Customer experience is not just a rational measure, but rather how a customer feels. Emotions create a stronger memory than where a button sits!

Our understanding of customer experience is;

“People are able to switch between channels (both online and offline) and receive a continuous, smooth and single view of their service(s).”

Interestingly at least 50% of a customer experience is subconscious. Therefore, customer experience is about how a customer consciously (UX) and subconsciously (CX) sees their experience.

Human Experience

So if User Experience is rational, Customer Experience is more subconscious, then what is Human Experience. We believe that Human Experience is fulfilling, life enhancing and trusted. It speaks to me on a different level. “I can’t be without… They make me feel safe…”

A key question for a customer would be:

“Are you providing me with not only a product and experience but something that enhances and enriches my life – something that is sustainable and adds value to my own and the wider environment.”

Can you really say that your brand and your products do that on a day to day basis?

Enhancing a human experience can be difficult to achieve. But it is not impossible and in our opinion, all brands need to attempt to achieve this if they are to remain relevant in these rapidly changing times.

Some may argue that only luxury brands can achieve this but we would argue to the contrary. For example Lidl has recently focused on saying to their customers “spend less with us and we’ll give you the ability to spend your money on what you really want to do with your life…”

Using persuasion techniques aligned with focused, consistent and concentrated social media strategies for example, brands can create a tribe that can be used to test, develop and grow strategies and products. Think about Donald Trump – he embedded himself in the emotional feelings of millions of Americans. You may have serious concerns over his abilities as President but he knew how to connect emotionally.

There are several brands that have succeeded in providing human experiences with customers and these can be separated into four general themes:

  1. ‘Go to’ product or brand; FitBit (basic exercise), Amazon (shopping), TripAdvisor (Holidays, reviews)
  2. Emotional personal relationship; Toms (shoes and charity), Volvo (family and safety), PetPlan (pets and security)
  3. Makes my day better; WhatsApp (debatable but private ranting), Apple (efficiency, “just works”)
  4. Making the world a better place; Unilever (yes really..),

There are other subtle layers and nuances to this. However the broad term for this relationship and the work that you need to go around delivering on this relationship and calculation is called an experience architecture.

We believe that an intelligent way of implementing change and underpinning growth in an organisation is to create an experience architecture which is focused on the products and services you offer and ensuring they are all improving one or all of the UX, CX and HX components

Ask yourself this; do your services, software, projects and business strategies enable you to offer an improved, user, customer or human experience? If the answer is no, then consider why are you focusing on it? Even your financial and logistics systems should be able to link back to improving the experience you provide to people.

User Experience +
Customer Experience =
Human Experience

Customers are leading companies a merry dance. And it’s about time too. Digital has realigned the relationship between brands and their customers. Freedom of choice driven by the accessibility and availability of competitive content, products and services has levelled the playing field.

Clearly the web is a game changer and has created and brought many new companies and many more sources of competition to market. But for those companies that are ready, aware and capable of exploiting the capabilities that digital provides, it offers huge opportunities for meeting that changing need from humans and create that experience on a human level.

User Experience +
Customer Experience =
Human Experience

Provides – Products that gain Trust and Respect.

Delivers – Greater Customer Lifetime Value.

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