What We Deliver
Customer experience (CX) is the results of an interaction between a customer and an organization through the duration of the relationship. How the customer thinks, feels, perceives, and interacts with your business offering impacts your bottom line. An effective customer experience model helps to enhance satisfaction, foster loyalty, stimulate acquisition, and improve retention among your existing and potential customer base.
The breadth of our portfolio over the past 17 years has given us a diverse and in-depth insight into how businesses operate and how people engage allowing us to instinctively drive our clients through a custom-tailored process to create the ultimate customer experience journeys. Through our experiences as a digital marketing agency, we’ve engaged with forward-thinking businesses to collaborate on enterprise-level websites, innovative mobile applications, sophisticated software platforms, high caliber product demo videos, professional event services, and large-scale digital signage with customers like Google, Avaya, HP, Cisco, HP, Apple, AMD, Universal Pictures, Nike and the list goes on.
Through the exercise of creating a customer journey Map, you are forced to think about the customer experience in a new perspective. Mapping is one of the processes we utilize for every project at Design Reactor. This process differentiates and is the core reason that our projects look and feel so great. From a mobile app for Avaya or a digital workshop experience for Google BrandLab, building out the customer journey is the only way to assure you are meeting all critical touchpoints of the customer experience. The best journey maps are created when we partner directly with the client to get a deeper understanding of their customer’s perspectives and ideal touchpoints.
The best way to describe what customer experience is, is to
walk you through the steps of how we build a customer journey
map. Not all customer journey maps are the same, in fact they
are all very different. Only a defined process gathering essential
elements and criteria can guide the mapping process.
‘See’ From the Customer’s Perspective
Each customer journey map needs to be viewed as the customer would see it and all the applicable sense. This is the only way to truly put yourself in the ‘shoes’ of the customer.
Research and Benchmarking
It’s impossible to construct a good customer journey map in the dark. You need to have an understanding of what’s been done and what companies are doing. Are they hitting the same objectives? The trick is to do something similar to gain market share, but pivot it enough that you are different. And if you are really lucky you can disrupt the industry with something entirely new.
All customers are not alike, and not like you. It’s critical to think about how each persona is going to interact with the experience and to be agile enough to adjust your approach to ensure all personas are happy with the experience.
Consider Emotions and Feelings
We are inherently emotional. Customers display emotions regardless across all industry. By anticipating or being able to influence emotions and feelings at each touchpoint of the customer journey, you will only build upon the overall customer experience.
Touchpoints are the building blocks for any customer journey map. As you begin charting out your customer journey touchpoints in conjunction with the above steps, you will be able to see the key moments where emotions are high and the magic of customer satisfaction can exist. Be sure to include the ideal experience time per touch point so that you have a purposeful approach to each touch point.
Communicate a clear value proposition for the customer and outline your objectives to align with what they might be thinking, feeling and experiencing before, during, after the touchpoint… as well as the days that follow.
A good customer journey map is broken up into phases and/or stages. This helps in understanding the mindset of the customer. We leverage different models for this part of customer journey mapping, but the classic example is aligning to a sales cycle: Awareness, Consideration, Preference, Loyalty and Purchase. This model, really allows you to examine each phase and the different elements that are needed to fulfill a good customer purchase experience.
Highlight Critical Moments
We call these moments of truth. There are specific touchpoints that can make a critical difference. For example, when building a mobile app, if the login process or onboarding process is too difficult, well the rest of the experience doesn’t matter, no matter how good the experience once you are authenticated and in the experience. Therefore this is a Critical Moment or a moment of truth in the customer journey map.
This is new criteria in today’s increasingly mobile and digital society, as so much of a customer's journey is impacted by different devices. A customer's experience can be heavily influenced based on a device basis as more types are being deployed year over year. This is also an area for great improvement in customer journey mapping as more companies build truly omnichannel experiences.
Make it Circular
Always remember that a great customer experience is one that can be repeated over and over again, it’s just a matter of time. Many times, your goal is for a customer to go through the same process again, maybe with less touchpoints. How can the process be improved the next time the go through it? For example, NetFlix has an amazing user experience. Initial on-boarding can be a bit lengthy with sign-up, personal identity information, billing etc., but every time you go to the site after the initial set-up, it remembers you as a customer with personalized recommendations engines, suggestions, and information based on your overall interactions through the touchpoints of their site.
Once you’ve built your ideal customer experience, be sure to gather feedback and measure the results. No customer journey map will last forever, it’s critical to look at your process and try to poke holes in it to ensure you’re always providing the ultimate customer experience. Being objective allows you to keep a critical eye on the process, successes and opportunities for improvement.
As a team of digital strategists focused on the customer experience, Design Reactor has found that the process of creating a customer journey map is an essential step in creating amazing award winning projects. It’s in our DNA and something that every employee in our company knows inside-and-out.
Below are a few articles that align to creating award winning customer experiences. For more information on how Design Reactor can help you with your project, click here.