What is the difference between CX and UX
Key principles of CX design
Every CX specialist should know the following points:
- It is important to understand and know the customer journey in all channels
- Customer experience is always subjective and therefore must be personalized.
- There is no such thing as “offline-only customers” anymore – be prepared for cross-channel brand interactions with your audience
- Knowing that at absolutely any stage of interaction, a customer can go to a competitor should motivate you to continuously optimize the brand’s customer experience.
- Customer experience has a direct correlation to how much money a customer will spend in an online app or online store.
- It is useful to involve customers in collaboration, ask for their opinions and feedback, learn from them and implement changes – such partnerships with the customer improve CX
This leads to the three laws of CX design:
- You can’t create a great customer experience without understanding the customer journey.
- Customer experience is not another abstract term that has no bearing on a company’s revenue. On the contrary, it directly affects sales and can influence them.
- CX must be constantly optimized to avoid being overtaken by competitors
6 Components of Creating a Great CX
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Availability.This element includes the number of channels, their quality, and audience relevance. How easy is it for people to find and connect with your brand?
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Convenience of purchase.It is very important how convenient it is for the client to purchase a product or order a service, whether this process goes smoothly. This also includes the following points: whether the site has all the current products and prices for them, whether there is enough information, how clearly it is indicated. The client should be able to easily and simply grasp all the necessary information, if necessary, get additional information on making a purchase.Personalization.Does your product solve a specific customer’s problem? Will the person being offered the product feel like it was made specifically for them and sold on an individual basis?
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Pleasant user experience.Are your channels optimized for mobile devices? How convenient is it for the client to receive information from different devices, are there any technical difficulties, is the interface overloaded?
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Channel flexibility.To what extent are the brand’s channels interconnected and share information? Can a client contact you via any convenient channel without worrying about losing their data or having to re-verify it? Is it easy for a client to switch from one channel to another?
How to Create a Quality CX Design Strategy: 5 Tips
Now that we have figured out what CX design dataset is and what principles underlie it, it’s time to move on to creating a strategy. However, we warn you in advance that a CX design strategy will not bring you instant results. Preparing for its creation, implementing and bringing it to results takes time.
As we found out earlier, the basis for improving Customer Experience is the customer journey. Without proper study of it, it will be difficult to plan and implement actions to improve the customer experience. Therefore, take your time, pay enough attention to collecting information. Study your customers and their actions in great detail, as high-quality CX design requires. And now let’s move on to tips that will help you create a successful strategy.
Research and understand your target audience
First of all, you need to understand who your clients are, what they are like. Even if you have certain ideas and portraits now, do not be afraid to question them and analyze them again. As trite as it may sound, people are very unpredictable. The way you see your clients (or want to see them) may differ greatly from the real state of affairs. Therefore, be prepared to study and be patient.
Create 2-5 client portraits in several segments of your target audience. The portraits should include demographic information (gender, age, etc.), client motivation, their pain points, needs and requirements. You must know well what your clients want and how exactly they would like to get it.
An effective way to collect this information is to contact the target audience directly, conduct surveys and observations, analyze all the collected information together with a team of specialists.
Articulate a CX vision
“Vision” probably seems too vague to the method includes three stages you, not having much practical use. However, you can’t do without it. You need basic principles that your CX design will be based on. They can be created based on the values, mission and vision of the brand. These elements should be reflected in all communications, in all interactions of the brand with the audience. And CX is no exception.
Answer the questions:
– What impression should contact with our brand leave on the client?
– What customer experience do we want to offer based on our mission and values?
Create a Customer Journey Map
The map will help visualize all the stages global seo work that a client goes through when interacting with your brand. Take a client portrait, indicate their motivation and needs, list all the paths they will take from the first meeting to purchasing the product.
You can determine the points of interaction using a universal formula of five elements:
- Attracting Attention – How Customers Find Out About You
- Interest – How does a customer become interested in your product?
- Contact – how a potential buyer behaves when starting to interact with a brand
- Impression – what emotions, what “aftertaste” does the client have after contact with the brand
- Engagement – how you will engage the client in further relations, moving to the next stage of interaction, up to the target result (deal) or its repetition
With the help of these elements, you will be able to look at the process through the eyes of the client, understand what pain points he has at each stage, and how to close them.
