When looking at the digital customer experience trends that are being primarily driven by mobile, there is a common theme: customers want personalized experiences that provide convenience. Whether it’s in the form of self-service options or digital assistants, customers want to receive the right information at the right time and to perform tasks quickly.
At our recent webinar, “Digital Customer Experience Trends for 2016,” guest presenter Allegra Burnette, Principal Analyst at Forrester Research, Inc. shared, “The current and emerging digital customer experience trends require systems thinking, which includes being open to partnerships, thinking about customer experience holistically, and incorporating human-centered and service design practices and processes to help prioritize and execute.”
Listen to this 1-minute recording where Allegra explains how companies can incorporate systems thinking to meet current and emerging digital customer experience trends.
So, where do companies start?
- Examine user needs through qualitative and quantitative research. Holistic customer experience requires dedicated time and effort around customer understanding. This can be achieved by gathering and analyzing data points, as well as deriving insights through ethnographic research.
- Model your customers, their journeys, and key insights. Journey maps are helpful because they enable companies to understand their current state, identify existing problems, and anticipate where future problems may arise. “As you start to map out the customer journey and understand the ecosystem that’s driving the customer journey, then you can start to understand the connectors, processes, and people, as well as technology, that are needed to support the customer experience,” stated Allegra.
- Ideate a range of solutions that push at the boundaries of “better”. Incorporate human-centered and service design practices and processes that help you prioritize and execute. “There’s been a lot of talk about design thinking,” shared Allegra. “That really means having a human-centered approach that is about collaboratively working together as a team and developing a deep understanding of your customers and their needs.”
- Prototype solutions iteratively. Not all great ideas turn out to be great, but by mocking up ideas early and then testing and refining them through an iterative process, companies can create products and services that best meet customer needs and desires.
- Validate solutions directly with your customers. “It’s important to test and validate directly with your customers to come up with the solutions that fit into a systems-thinking process,” concluded Allegra.