BETTER CX: ART OR SCIENCE?
Customer experience (CX) isn’t really anything new. The saying about ‘a happy customer tells three people, an unhappy customer tells ten’ or something to that effect, has been around for decades. The main differences recently are scale, methodology and technology. Today, people can much more easily share a good or bad experience with many more people, and sophisticated design thinking is being applied to improving and interpreting CX. Ultimately, the stakes are higher because the tools are better.
As a result, customer expectations are being raised across the board, and competition is more intense as companies intensify their understanding of the perception a customer has of their brand. Because even if you think your brand and customer experience is one thing, if the customer perceives it as something different, that is what the actual customer experience is.
Recently, I found myself with a lot of extra time on my hands – for obvious Covid-19 reasons – and like many got stuck into a few DIY projects. One of these was the restoration of an antique desk. Unfortunately, I could only get so far due to a lack or recourses – the brand of paint I required was unavailable due to trading restrictions. Nevertheless, life went on and another DIY project went unfinished.
“Your CX/UX strategy is key to prioritising where the value lies for your customers and your business.”
Jennie Leng UX DIRECTOR, DIGITAL ARTS NETWORK
Soon after the Lockdown ended, I received an email from the supplier of the paint enthusing that they were back in business and ready to take
