This past Fall I had the unique opportunity to attend 4 conferences in 4 weeks! Friends thought I was crazy but I was thrilled for the chance to hear from esteemed colleagues around the world about their latest thinking on the current state of design… at least within these 4 quite distinct communities. The four conferences were UX Strat in Boulder Colorado, where I had the honor of being one of the speakers; FutureM and DMI Annual Conference both held in Boston; and finally the Service Design Network’s annual conference in Stockholm, Sweden. I have added links to the conference sites below.
One of the tenets of great Customer Experience is to listen to your customers.
As more and more businesses recognize that they need to pay greater attention to the quality of the customer experience one of the inevitable tools in the CX quiver is the customer survey. The survey demonstrates that the brand is listening to its customers and keen to gather their feedback to improve the services they provide. The only problem these days is that every other brand that a consumer interacts with is seeking to capture the Voice of that Consumer and the poor consumer is suffering from survey overload. I know this because I am one of those consumers.
Recent shopalongs with consumers starkly revealed the emotional rollercoaster ride that many embark on as they seek the perfect purchase. Shoppers are browsing, learning, buying, and engaging with both the brands they know and the ones they don’t in increasingly complex ways. The customer journey they take from identifying a need to considering a product, from using a new purchase to becoming a loyal customer is no longer a linear path but rather a series of parallel and intersecting lines and loops.
Once upon a time shopping was simple. Get in the car, hop on the bike, or simply walk to the store that holds the product you need…view the selection at hand, decide, and buy. Shopping is not simple anymore…as soon as you open yourself up to the possibilities presented through the amazing array of channels within which one can research, browse and purchase.