doingcxright guest post design thinking

Design Thinking Toolkit

Editor’s Note: Below is a guest post from Customer Experience Design professional Jose Mateo. Jose shares his thoughts in the power of design thinking and the importance of creating customer-centric experiences.

For some time, applying Design Thinking as an approach to human-centered design, and examining how it amplifies (or benefits from) other frameworks, has been my obsession.

The Design Thinking Toolkit

The Design Thinking Toolkit offers a framework and a common language for design efforts. This framework is driven by a mindset that puts the customer at the center of the design effort. Applying the design thinking mindset has helped me improve, re-design, or completely re-imagine physical spaces, sites, and seamless omni-channel Customer Journeys.

Design that Doesn’t Delight

When it comes to experience design efforts, I have had successes. However, the reality is Customer Experience design efforts often flounder. In fact, I have even led and participated in efforts that had no impact.

Despite hard work, and the fact that these efforts had real potential to delight the customer, they died a slow death. Or worse, they became zombies: pet projects that burn resources and do not tangibly impact Customer Experience.

Why Do Experience Design Efforts Fail?

We know that great Customer Experiences are necessary to win with Customers and against top competitors. So, why do so many efforts fail, even though they have the potential to create better Customer Experiences? Some cite that up to 70% of Experience Design efforts do not materialize into improvements that actually touch customers.

There is a simple reason these efforts do not succeed. They do not succeed because they are not framed, funded, completed or re-purposed in the context of a clearly articulated Business Strategy.

how Customer Experience Design efforts benefit from a Business Strategy

Business Case

A well articulated Business Strategy has a Measurement System that includes Financial Metrics. These can re-confirm, amplify, or complement NPS (Net Promoter Score), CSAT (Customer Satisfaction), and other metrics that can justify Customer Experience Design efforts.

Cross Functional Alignment

Typically, the exercise to formulate a Business Strategy is sponsored by a Leader at the very top. Often, that is the CEO or the P/L owner. This effort includes participation and explicit buy-in from top functional Leaders.

That explicit buy-in is a solid base from which to acquire active cross-functional engagement. This engagement is necessary to deliver customer-centric experiences.

60% of Consultancy Services and Experience Design Professionals cite differing functional priorities as the leading cause of failures for Experience Design Efforts.

Executive Governance and Support

A Business Strategy can provide the one-time resources necessary to ensure that Experience Design improvements are implemented. Additionally, it can put in place the organizational Design and staffing changes necessary to sustain and evolve those experiences.
With so many great frameworks for getting work done, it is inevitable that there will be overlap in mindsets, approaches, and methods.  I have been exploring and actively experimenting with how Design Thinking and Strategy Formulation can inform and amplify each other to provide simple, seamless, and elegant human experiences. These are the experiences that meet real consumer needs, strengthen brand equity, and lead to sustainable, profitable growth.
In order to give your Customer Experience Design efforts a better chance to flourish, and to amplify their impact, I urge you to leverage all the skills, experiences, resources, and frameworks available to you.

Connect with Jose Mateo

For a deeper conversation on design thinking ideas, feel free to reach out at josemateo100@gmail.com or at @josemateo100

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All opinions expressed on the DoingCXRight Blog and site pages are the authors’ alone and do not reflect the opinions of or imply the endorsement of employers or other organizations.

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Celebrate National CX Day

Did you know that tomorrow is National CX Day? Some of you may not even know what “CX” means or why there is a day to celebrate CX. CX stands for “Customer Experience,” and it has become an essential part of company strategies to win in the marketplace.

Like any Hallmark holiday, CX Day is an excuse to celebrate. More importantly, it serves as a day to raise awareness of something important that impacts ALL brands.  Every employee, from frontline to back office, impacts customer experiences and company perception.

For this reason, it is a great day to recognize employees who demonstrate a commitment to servicing customers and to let customers know how much you appreciate them. It’s all part of creating a CX culture!

How brands can celebrate National CX Day (or make it a CX month)?

  1. Leaders can send thank you notes to acknowledge employees who focus on DoingCXRight. Formally recognize those that go above and beyond to deliver great customer experiences.
  2. Throw a party and make it all about customers. Read their surveys out loud and celebrate the good ratings; collectively problem solve for lower scores. Do not let location be a reason not to celebrate. While in person is ideal, virtual meetings can be equally effective especially when leveraging video cameras.
  3. Partner with Marketing/ PR departments to raise awareness and commitment to CX. Leverage internal (i.e. company intranet) and external channels (i.e. social media) highlighting examples of how customers are valued by your brand. Use hashtags that your employees and customers could follow and reuse on social media channels to share stories with a larger audience.
  4. Encourage networking. Create opportunities for people to come together and share ways they contribute to the customer experience.
  5. Provide professional development to enable employees to increase their CX knowledge and apply best practices in their daily job. Take advantage of formal certification programs, attend events, such as RU-Disrupt, and online events offered by CXPA.

Tell us how your company celebrates on National CX Day and every day. Please share this article with others so they can benefit.

Sign Up for our newsletter to continue learning how to increase your skills and transform your organization! When you register now, you will get free access to our whitepaper on how to go from CX Novice to CX Expert.  

 

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One of the reasons we launched our blog is to build a community of people who are passionate about Learning and DoingCXRight. While we have been writing articles weekly from our perspective, as we “live and breathe” CX in our jobs every day at Verizon and JetBlue, we know there is tremendous value in hearing other professional views too. That is why we are excited to announce the upcoming launch of CXCoffeeTalk, where we will feature interviews with CX professionals and Customer Experience authors across different industries. They will share expertise on important topics such as:

  • Where should CX sit in an organization?
  • What are essential customer experience skills for a career in CX?
  • What are the ideal ways to measure CX?
  • And more on how to do CXRight.

Don’t miss out on valuable knowledge sharing. Sign up to get updates on our official launch of CXCoffeeTalk as well as receive ongoing ‘How To’ tips on DoingCXRight delivered to your email inbox.

 

 

*All opinions expressed on the DoingCXRight Blog and site pages are the authors’ alone and do not reflect the opinions of or imply the endorsement of employers or other organizations.

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Meet Doing CX Right

Are you passionate about Customer Experience (CX)?

Are you confused about where to begin transforming your organization to be more customer-centric? Are you wondering if you should even do this transformation or if Customer Experience is just another buzz word that will disappear in a few years? Are you a start up that has reached a point where your sales representatives have become complaint agents, and you do not know how to scale to gain repeat happy customers?

If you have asked yourself these and related questions, then you have come to the right place. We are two thought leaders, who are passionate about everything CX and have much to share given over 15+ years of experience. (Learn about us Here.) Our goal is to provide readers with relevant and actionable information, as well as foster a community for continued knowledge sharing.

While we don’t know where this journey will take us, we are committed to making a difference and excited to publicly launch today, October 3, 2017, also known National CX Day. We look forward to your feedback as “Voice of the Customer” matters in everything we do.

 

 

*All opinions expressed on the DoingCXRight Blog and site pages are the authors’ alone and do not reflect the opinions of or imply the endorsement of employers or other organizations.