Understanding Design Thinking - Part - 3 [Understanding the Custumer]

Human-Centered Design Approach

This video explains the Human-Centered Approach of Design Thinking.

What is Customer Experience?

The Customer Experience of an organization or CX is a summary of all the interactions a customer has over time with the organization through different touchpoints like websites, mobile applications, customer services, and stores.

The Customer experience describes the relationship a customer has with a brand or organization. The more indulging and impactful the interaction the higher are the chances for the customer to remain loyal to the brand.

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The Customer experience describes the relationship a customer has with a brand or organization. The more indulging and impactful the interaction the higher are the chances for the customer to remain loyal to the brand.

Components of Customer Experience

To understand Customer Experience, you have to understand the four components of a good Customer Experience (CX).

Four Components of CX

• Archetypes
• Activities
• Interactions
• Principles

Archetypes

Archetypes describe patterns of behaviors, attitudes, and motivations shared between people towards a brand or product.

• Traditionally, it was used by businesses to associate a symbol or trait with a brand or product.
• For example, Apple is usually associated with creativity and Nike with the hero.
• Archetypes help businesses to empathize with customers when designing Customer Experiences (CX).
• While creating archetypes, businesses should focus on higher order needs like affiliation, sense of belonging, and self-fulfillment. This helps in building trust and long-term relationship with customers.
• Lower order needs like the convenience and time-saving are also important but do not contribute much in building strong customer relations.

Activities

Activities capture the actions and goals of a customer across their end-to-end experience, from their perspective.

• The key to designing a great customer experience is to have a perspective and to understand the customer holistically.
• For example, a person visiting a theme park makes a bunch of decisions before they even enter the park. Companies like Disney and Universal studios should include travel logistics in their activities while creating a journey map.
• For the organizations to design a good customer experience, they should get rid of any previous knowledge and presumptions, and put themselves in the customer's shoes.

Strengthening Customer Relationship

Customer relationship strength is measured by the quality and amount of Interaction with the customer. Relationship Framework is a tool used to measure customer relationship. This tool finds ways for customer relationship improvement through three key points: breadth, depth, and consistency.

• Breadth refers to how frequently the organization interacts with the Customers. The more a company interacts, the more is the breadth. While considering the breadth of relationship, care must be taken to avoid unnecessary interaction, and instead look for opportunities to have meaningful interactions that enhance customer experience.

• Depth refers to how deep and meaningful the interactions are and how they serve the emotional, higher-order needs and desires of a customer. Depth helps in building archetypes.

• Consistency refers to the quality of interaction with the customer. No different than a human relationship, customers are displeased by inconsistent interactions. They expect brands to provide the same assistance each time regardless of the problem or place.