Expertiential Design
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Expertiential Design
The art of designing engaging and meaningful user experiences for customer development.
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Rescooped by Michael Allenberg from New Customer - Passenger Experience!

4 Pillars of #Customer Empowerment

4 Pillars of #Customer Empowerment | Expertiential Design |
Abandon the linear shopping experience. When the internet was commercialized in the '90s, some executive established the convention of bifurcating promotional efforts. "Marketing" was in charge of driving physical sales. "E-commerce" was in charge of driving digital sales. It was a bad idea then. It's a worse idea today. The reason: Consumers don't shop by channel. They just shop and jump between "omni-channels" as needed. In an omni-channel business, a customer is treated as a single buyer, no matter in which channel he or she is transacting. To become an omni-channel business, companies must forge new lines of communication among business functions and technology applications. Instead of operating as separate business units, departments need to collaborate more or even merge to better engage the new consumer.
Respect customers as individuals. Depending on time, place and channel, customers expect the shopping experience to reflect their immediate circumstance and persona. For example, think of the busy worker with time constraints during the day but greater availability on the weekend who demands different kinds of interactions. The same customer may want to interact differently with a brand on the way home from work versus a weekend morning on the way to the gym. Few companies, however, consider this level of technographic detail when profiling customers. Without it, however, companies cannot optimize their customer interactions; for instance, sending e-mail promotions to customers who instead prefer text messages.
Define your omni-channel goals. Understandably, the rise of the new consumer has caught many companies off guard. Consequently, some pivot prematurely without first determining their business goals and priorities. When asked why they recently launched a multimillion-dollar omni-channel, one company responded, "Everyone else is doing it, so we have to, too." While a company might get lucky without meaningful strategy, it's not a chance worth taking. Businesses need to establish what they are trying to accomplish—gain market share, boost customer acquisitions, drive more value from existing customers, attract more digital traffic, improve online conversion, etc.—and then align their initiatives with those goals. Otherwise, said companies will end up with capabilities that may have minimal, if not zero, impact towards their goals.
Prioritize your touchpoints. After abandoning linear shopping, adopting technographic profiles and prioritizing business goals, omni-channel companies can begin to employ proven touchpoint tactics. These include mobile technologies such as apps and near-field communications. Social platforms that go beyond "likes" and include zeitgeist monitoring, dialog participation and alerting customers to recent purchases made by their peers. It also includes smart Web sites that sell more with virtual showrooms and congruent brick-and-mortar experiences, personalized offers and visionary sales associates who help the customer do their homework, including matching a competitor's price, checking nearby inventory, arranging home delivery or otherwise serving the shopper in a way that isn't available elsewhere. The goal is choosing tactics that prioritize business value.

Via Eric_Determined / Eric Silverstein
Michael Allenberg's insight:

A good Experience Designer will seamlessly integrate his designs into the overall Customer Journey, accounting for the pleasantries and pit-falls of the other platforms that he crosses paths with...

Eric_Determined / Eric Silverstein's curator insight, October 26, 2014 4:46 PM

Cognizant recognizes the challenges business face in connecting with their consumers. It's time to empower your customers in order to connect and deliver a better brand experience across all channels.

1) Abandon the linear shopping experience.

2) Respect customers as individuals.

3) Define your omni-channel goals.

4) Prioritize your touch points.

While everyone understand the importance to have an omni-channel experience, it starts with setting up clear goals and strategy based on your customer journey.

It's not about what you think your brand, product or service is, but what your customer perceives or experiences it to be. 

Rescooped by Michael Allenberg from New Customer - Passenger Experience!

Creating a Strong #Customer #Experience: 6 Key Principles Reaching and engagement consumers in retail is more difficult than ever. Do you want to break through the clutter, create loyal customer…

Via Eric_Determined / Eric Silverstein
Eric_Determined / Eric Silverstein's curator insight, July 15, 2014 12:50 PM

An engaging SlideShare that showcases key principles to drive results.


Important questions are raised for your business.


Have you started on your customer journey map?

Rescooped by Michael Allenberg from New Customer - Passenger Experience!

What's the Difference: #Customer #Journey Map vs Customer Lifecycle Map?

What's the Difference: #Customer #Journey Map vs Customer Lifecycle Map? | Expertiential Design |
Are you really mapping the customer journey, or are you just looking at the customer lifecycle? Which one should you be using to improve the customer experience?

Via Eric_Determined / Eric Silverstein
Roberto Nocera's curator insight, September 25, 2014 3:27 AM

it's a great article that explain the difference between the customer journey and the customer experience lifecycle.  #cxm

Tonya McKinney's curator insight, September 26, 2014 7:33 AM

I prefer customer engagement's not about steps, it's about the quality of interaction.