Brands Win on Experience
CX (customer experience) is the customer’s perspective across every interaction with your company. As customers’ expectations continue to rise, what once was “nice to have” is becoming make or break. According to a study by Qualtrics, 89% of companies that lead with customer experience perform financially better than their competitors. A good customer experience aligns the interaction a user has with the product itself to other aspects of the experience, ensuring that it is delivering on brand promises.
Developing stand-out customer experiences require intentionality and a holistic view. It’s important to step back and look at the big picture; crossing departments, teams, and channels to see the full experience through the eyes of the customer. The team at Priority Designs can help audit, ideate and develop strategies that will leave customers with experiences that meet, and even exceed expectations.
Upleveling the Experience
It’s important to start with the essentials, and continue to “level up” the experience over time. At Priority Designs, we think of CX as three levels that build on each other:
- level 1, the foundation, is all about providing value to the target audience with what’s called a product-market fit
- level 2 is about finding and removing friction to make the experience easy and seamless
- level 3 involves infusing experiences with brand moments that wow, surprise, and delight
A product-market fit is defined as having a product that meets a need and delivers value to an audience. We help clients conduct a product-market fit evaluation by working together to create a hypothesis about who the target audience is and what value the product provides. Then, we conduct research to uncover insights that help inform any necessary adjustments.
Achieving a product-market fit may include testing products with new groups of consumers, or making tweaks to the product offering to better meet the needs of the market. Ultimately, this process will provide clarity, shared vision, and deeper understanding of the customers you’re designing experiences for.
When customers have a negative experience, brands have a lot to lose. 59% of customers say that they’ll walk away from a company after several bad experiences, according to a study by pwc. In order to build great customer experiences, removing friction and continuous optimization are essential. By identifying areas to improve, we can design better experiences that address the issues customers are having.
After an experience audit, our team addresses each improvement area through a process of: discover, ideate, build, test, and refine. In some cases, solutions may be improving the usability or UX of an interface, or updating copywriting to set clear expectations. Sometimes the solution is an entirely new way of solving the issue with a better process. The goal of these activities is to make the overall experience easier and more seamless for each customer.
Surprise & Delight
When an experience is functioning well, it can be tempting to stop there, but this can be a huge missed opportunity for brands. By infusing brand personality throughout an experience, companies can create surprise and delight, giving customers something special to remember. These moments provide an unexpected spark of joy that is not soon forgotten.
When developing stand-out experiences, a good place to start is reviewing brand values and defining how you want customers to feel. The team at Priority Designs can help ideate creative ways that illuminate the brand’s values and create emotive experiences for customers. It’s important that these moments don’t deter from the task, but create additional value along the way.
“Working with Priority Designs is the single best experience I have had on any project in my 20+ year career. Having BIG ideas is one thing, having someone be able to execute them for you is another. I would recommend anyone to reach out to Priority Designs. You will not be disappointed.”
Owner of My Golf Spy
Each project calls for a different set of tools to achieve success. We customize our efforts to find the appropriate tools to meet the project’s needs. Explore the cards below to learn more about some of our most used methods throughout a CX project.
CX + Service Design
The most important part of a CX strategy is making sure it doesn’t sit on a shelf. Successful CX strategies come to life when employees champion them with shared vision and clear understanding. Priority Designs helps facilitate conversations, workshops, and activities that will help share vision and bring different teams together.
With a strong CX strategy, service design helps carry it forward by planning for how to implement new CX strategies. Service design organizes the means, tools, and processes of how that experience is delivered. Service design includes the people, products, processes, and technology that are seen (or behind the scenes) that make an experience real for a customer. Priority Designs can help with building service design blueprints that provide clear next steps for CX.