Customer eXperience eXcellence Methodology – Taking the Customer Experience to New Heights

Not long ago companies owned the customer relationship and set the rules of engagement. The digital revolution has shifted this power equation by empowering people to have much tighter control over the experience.

Successful brands do not push or dictate, they engage and involve customers, catering to their needs, listening to their preferences and collaboratively evolving to deliver an unmatched experience. The more engaged customers are, the more they are willing to recommend, buy and become brand ambassadors.

Customer Journeys as a Differentiator

The customer experience is about ensuring all customer touchpoints support the organisation’s narrative and are customer centric instead of operation oriented.

Imagine logging in to the Communication Service Provider (CSP) ecommerce platform to upgrade your current service bundle. After browsing and finding the right package, you still have questions. What to do next? Imagine your CSP gives you the possibility to go to a different platform but, because it is older and less technologically advanced, the look and feel is different and the experience changes:

  • You struggle to find an answer
  • You believe calling the contact centre means waiting and having to explain everything several times

It is still the same company but, from a customer journey perspective, it is something else.

Being able to engage customers through different channels not only opens the organization to the world but also adds to the bottom-line.

However, this opportunity can become a threat when it is badly executed leading to a dissonant experience. One of the areas where this is more evident is in organisations that force customers to learn how to interact using a manifold of applications that are not consistent. The company logo is the same but such a poor experience, instead of building brand equity, destroys it.

From transactions to customer journeys

In a not so recent past, the majority of interactions between organisations and customers occurred in the retail shop. Then came the contact centre and other channels, delivering a cross channel experience.

Still, each channel was an island, owned by different teams, operating under a specific set of processes, department bound. These channels acted mainly as pipes, duping interaction data into central CRM systems, often not available to people on the field, those who really need information to provide a better customer experience.

Today, we have entered a new Age where companies thrive not only because they have the best solutions but also because they offer the best service and put their customer at the centre of the business. By integrating all channels and prioritizing journeys over transactional experiences, companies are now in a position to deliver a truly omnichannel experience.

Celfocus Customer eXperience eXcellence Methodology

Customer experience includes all aspects of the interaction with the company, its services, products and touchpoints.

Celfocus uses a research and delivery framework, engaging design from the customer’s perspective. This is a cornerstone of how Celfocus believes a great experience can be achieved.

One of the key principles of Celfocus’ projects is to involve key stakeholders in the design process, which not only improves the project’s output but also facilitates the decision-making process.

The Design team is involved in the project’s early stages, working together with the Functional Analysis team. While functional analysts focus on the business, Customer Experience Designers are focused on customers’ needs.

Combining these two streams with inputs from the technical team results in a customer centric solution, responding to business goals and technical feasibility.

The 3 Ds approach

Celfocus Methodology includes three distinctive phases:

  • Discover: Where Celfocus’ designers immerse in the project to get the background needed to understand customer´s needs and goals.
  • Define: Covering a broad exploration of possibilities for serving the unmet needs revealed in the previous phase and moving through ideation, multiple-prototyping and concept enrichment. This is a collaborative and iterative phase with active customer participation, resulting in the project scope definition, features and functionalities.
  • Develop: Where Customer Experience Designers create the visual designs and assets to deliver to the development team, demonstrating what the solution will look like when going live.

Taking Customer Experience to New Heights

By bringing together different stakeholders and creating a single graphical code and language, it fosters collaboration, participation and sharing. Multidisciplinary teams have different tools available to establish a common baseline, which allows for the design of a customer-centric experience.

The main benefits arising from using this methodology include:

  • Bringing a design mood to projects;
  • Using design techniques which promote the participation of different stakeholders;
  • Validating solutions at an early stage, reducing rework costs;
  • Introducing easy to read deliverables;
  • Focusing on end users by being customer centric;
  • Presenting solutions that contribute to the WOW factor, design and utility wise.

Celfocus Customer eXperience eXcellence Methodology has been used in a multitude of projects, covering different scenarios and uses cases. It has proven to be adaptable, flexible and, most importantly, effective!