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Moments of delight”: UX/UI design and personalization of experiences and journeys at scale
Moments of delight”: UX/UI design and personalization of experiences and journeys at scale

October 10, 2022

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For the last 10 years, capturing richer customer experiences (CX) via UX/UI design has been elusive – in spite of the enormous investments in advanced analytic and predictive capabilities.

Not anymore. We’re approaching the threshold of a step change in our ability to design and deliver experiences to customers – yours or those of your clients – that are intuitive, instinctive, and sometimes even transformational. As 2023 approaches, the long-anticipated sea change in customer care is starting to reshape the industry.

Just think about it. What if you could get inside the minds of customers and craft experiences that are as finely tuned to our customer’s expectations as they are with the associates providing support? And what if you could do that at scale?

Customer intimacy requires a feedback loop

While many organizations have developed initiatives around understanding customer personas and documenting their journeys, the bulk of these attempts have remained on paper without yielding the promised transformation to CX.

There are a few reasons for that. But the primary one is that most organizations have adopted the traditional, top-down, academic approach commonly used by large consulting entities. The big problem with this “trickle-down” approach to execution and operations is that it lacks a robust feedback loop in the reverse direction – one capable of leveraging the insights gleaned from the frontlines of customer service and support.

What’s needed? A bottom-up highway of information that then shapes strategy and drives performance outcomes instead of merely reflecting them.

Intuition and technology

To build this highway and design rich end-to-end customer journeys at scale isn’t easy though. Doing so requires continuous study and a mindset rooted in innovation. It requires a strategy based in design thinking which means: •

  • Identifying the customer’s pain points and triggers 
  • Understanding their needs, behaviors and motivations 
  • Designing solutions that capitalize on their moments of delight

When you do this, what do you get? A constant stream of feedback to designers. And a platform that allows scale.

Drivers of success

I want to briefly touch on several factors crucial to UX/UI design and personalization of experiences and journeys at scale.

Quantifiable results: Clients today are no longer satisfied with qualitative statements about how their customers are getting a richer experience. They’re seeking metrics. Clearly defined KPIs tied to the core drivers of their business.

Core vs. surround: UX/UI design and personalization at scale requires a very deep integration with client operations. It’s important to focus on a “division of labor” that empowers your clients to make their core value-creating strategies their sole focus, while you build out, execute, and improve the surrounding processes to make those strategies happen.

Personas and journeys: Keep in mind that the key here is to adopt a systematic approach by working backward from the customer’s experience to (1) redefine the problem, (2) develop the insights and (3) design the experience. Why is this so vital? Because it allows you to integrate the formerly disparate customer touchpoints — typically spread out across organizational siloes — into the comprehensive picture that is the customer journey.

Let me emphasize one more critical driver of success in this area: critical thinking. Technology is the new amplifier of business performance. But don’t forget that customers respond to empathy and human contact. If you figure out how to integrate technology and human interaction – and do it iteratively, at high volume – you can scale very quickly.

The new-age digitally enabled customer experience designs need to comprise - Insights, Design Experience and Advisory (IDEA) to best offer a rich experience.


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Ashish Chawla
Global Head of Strategic Engagement Group

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