Customer experience design is more important than you might think.

We live in a world where change is the new normal. Just about anyone in business these days has to be able to deal with change on an increasingly frequent basis. Customers now have a growing number of options, from new start-ups to consumer packaged goods giants; everyone is recognizing the value of focusing on customers.

This may not be a new concept; those brands that fail to deliver a differentiating customer experience may soon find themselves out of business.

The research tells a compelling story. Brands that take the customer experience seriously tend to perform better. Their customers are happier, more loyal, and they are willing to tell others about their experience.

Creating and maintaining a differentiating customer experience requires commitment and agility from an entire organization. Customers don’t live in a static environment; their needs and preferences are always subject to change.

Design thinking is a process developed to bring creative, non-linear approaches and strategic viability to the product development process. The concept has been made popular by Tom and David Kelley, the creators of IDEO, a global product innovation and design firm.

Presently, design thinking has expanded to include the digital service space. It encompasses web design that takes into account user interface and ease of navigation. Design thinking is all about reinventing the way customers interact with businesses. This process is all about gaining customer input, then quickly developing prototypes and iterating continually.

I believe companies can apply design thinking principles to 10 customer experience design factors that can create and sustain a differentiating customer experience.

Here are the ten customer experience design factors. I’ll provide some suggestions for each one.

Speed

Everyone is busy.  Time is the most precious commodity consumers have. Consumers want convenience, and if checking out self-service is faster, they’ll choose that option.

Whether it’s answering a question or resolving an issue, customers expect quick responses. And their tolerance for wait times is rapidly dropping.

Based on a recent global survey from Verint, quick resolution of requests was identified by 46% of respondents, by far the most popular response.

From the first impression to finding information, customers want to be able to find what they are looking for when and where they want it. This is a real challenge for companies that have multi-channel touch points.

If your company doesn’t have performance metrics to monitor speed, consider finding ways to monitor this important factor. At the very least, ask for direct feedback from customers and front-line employees. Identify speed bumps and take steps to remove them.

Customer Ecosystem Perspective

According to McKinsey, top-performing companies have a clear understanding of the entire customer ecosystem. They understand relevant interactions and behaviors that extend well beyond those the company is able to control.

These companies often spend time with customers observing their behaviors and understanding their journeys and needs beyond the core journey involving the company’s products or services.

This kind of effort helps unlock insights that would never be available through product research.

Savvy companies recognize they don’t always have to spend large sums on customer research and invest in a customer experience dashboard. Many can use social media tools to monitor the behaviors of the relevant players in this ecosystem.

Relevance

Consumers will trust complete strangers more than most brands; as a result, it’s important to find ways to provide helpful content. While it’s important to provide useful information about your product or service, think about content that might help their journey before, during, and after they purchase your product or service.

Many marketers devote a great deal of content and resources to attracting consumers; however, many neglect the post-purchase phase. Studies have shown that post-purchase behavior is highly correlated with ongoing satisfaction with a brand.

The best way to be relevant is to be helpful.  Make sure you balance your content with all phases of the buying cycle. Be generous.  Prospects and consumers don’t want to be sold; they want to be helped. Helping is quickly becoming the new selling.

When starting out, make sure to buy a domain name that creates relevant associations with what you do.

Mobility

Mobile technology has profoundly shaped the consumer experience far beyond the obvious. Smartphones and tablets have computing power that far exceeds that of some earlier mainframe computers. These multi-function devices have the power to replace a host of functional devices.

The technology has shaped the way brands and consumers interact. These devices have become a part of our everyday lives in ways most could not have imagined a few short years ago. For example, most searches from a mobile phone occur in the living room.

Marketers who want to reach consumers have to think beyond the basics of providing information; they have to be aware of where consumers are located when they are accessing information.

With so many accessing information from smaller screens, consideration of layout, size, download speed, etc., all are becoming an essential component. It’s no longer enough to simply provide mobile access to your website; now you have to think about details like filling out forms and accessing ordering systems from a smartphone.

I would recommend using a smartphone to regularly access and conduct routine transactions from your website. Is the layout clear, and is there proper spacing to accommodate touch access? Does the site respond quickly? Is it easy to access help if required?

You’ll be able to add to these questions; it’s important to build in a regular practice of monitoring and finding ways to make the mobile experience effective.

Seamless Journey

Consumers regularly use multiple platforms on a regular basis. They may access your website while in a store or car; maybe they’re watching TV and using their tablet or phone. Successful brands realize they must provide access options that their customers can choose.

Consumers may start their journey on one device, then continue on another. They expect one experience that is seamless. Marketers define online and offline channels; consumers don’t distinguish, they just want a seamless experience.

Companies are starting to address this challenge; in a recent survey, improving the cross-channel customer experience was a top priority.

Whenever I think of seamless experiences, I think of Evernote. It’s an application that offers a lot of utility – from notetaking to curating, to collecting business cards, I use it all the time. It is completely seamless. I access and update information on my tablet, smartphone, and computer easily. The interface makes sense, and it’s been tweaked for each unique platform.

To provide a seamless experience for your customers, start with a journey map that identifies all touchpoints. Next, identify the interactions that are likely to occur at each touchpoint. Ensure there are appropriate interfaces to internal systems that are needed to initiate or process transactions, etc. It’s a good idea to audit your own processes using multiple devices to ensure the experience is seamless and secure.

Convenience

New business models are being created; some radically alter traditional business models. Imagine applying for a home mortgage that promises little paperwork and faster approval. Faster, as in minutes, not days.

You may not be able to retool your current business model, but remember, time is a precious commodity for your prospects and customers. Look for ways to remove friction from your processes; even small tweaks can yield significant results.

If people have already provided information, can I use it to help pre-fill other forms?

Conduct regular audits that challenge the need for the information you are requiring. Is it really necessary? How are you using it?

Culture

Differentiating customer experiences doesn’t occur in a vacuum; it occurs in organizations committed to the best interests of all stakeholders. They typically have healthy cultures that foster engaged employees who are empowered to deal with challenges.

Feedback and alignment around core values are the fuel that powers healthy cultures.

Surveys indicate that customers want to deal with employees who know how to resolve their problems.

Companies that sustain differentiating customer experiences regularly keep track of employee satisfaction and happiness. They know that employees who are motivated and happy recommend their friends when appropriate.

Companies that clearly articulate their values and then hire associates aligned with those values often enjoy a competitive advantage.

Engage

The statistics on employee engagement are pretty dismal. Globally, they are less than 20% of the workforce. In the US, the number is around 33%. Employees are looking for mastery, autonomy, and purpose. Companies with strong cultures know how to train, empower, and tell their story in a way that ignites a shared mission and vision.

Studies show that simply and authentically offering praise on a regular basis can contribute to employee satisfaction and engagement.

Story is the new currency of brand engagement. Smart brands know how to help by engaging employees and customers alike through the use of compelling narratives. Including all stakeholders helps ensure alignment in consistently delivering brand promises.

John Hancock has created a compelling set of stories with their Life Comes Next campaign. Each story is tailored to a particular target audience. The television ad sets up the story, then the viewer is directed to a microsite where they can choose different endings.

It’s unique, engaging, and compelling. Find ways to create stories that all stakeholders can relate to.

Loyalty

McKinsey has studied the buying process and, through their research, has identified a new approach to consumer behavior. Instead of collecting a number of options at the top of the buying funnel and then eliminating them, they discovered consumers actually add options as they progress through the buying cycle.

Consumers continue to evaluate the product or service after the purchase, significantly influencing future brand purchase decisions. Companies that deliver differentiating customer experiences take full advantage of post-purchase opportunities to ensure consumers continue to have a good experience post-purchase.

McKinsey also identified two types of loyalty, active and passive. While both might appear the same on the surface, active loyalty is the aspirational goal for all brands.

Continually find ways to make it easy for consumers to buy and use more of your product or service. Too often, little or no marketing resources are applied to existing customers. Start by thanking customers for their business. Consider surprise and delight offerings to express your gratitude.

Monitor your social channels carefully. When consumers have positive things to say, acknowledge their comments appropriately.

Ask consumers about their preferences and then honor them. Provide helpful email communications that offer so much value, consumers will complain if they don’t receive them.

Use segmentation to tailor content that helps the customer; don’t turn these into Sunday paper stuffers that focus on selling.

Word of Mouth

The best form of advertising is word-of-mouth advertising. Create a “wow” customer experience, and customers will be inclined to tell others about it. In surveys, consumers usually indicate their first reaction after a “wow” moment is to share it with their networks.

Focus on creating the “wow” experience rather than the word of mouth.

I love this Seth Godin quote:

Is the goal to get people to notice what we make?

Or

Are we setting out to make something people choose to talk about?

Many organizations put a lot of effort into cajoling customers to share with their friends and family. Without the experience to share, these efforts often fail.

Next Steps on Customer Experience Design

There are a lot of moving parts that have to come together to create a differentiating customer experience. It can feel overwhelming. It’s a never-ending journey that requires agility and discipline.

The beauty of design thinking is its iterative nature. It works best with smaller incremental changes. Your product or service has to be competitive. Invite your employees and customers to join you in continually improving it.

Most importantly, DO SOMETHING!! Don’t allow the complexity or magnitude to paralyze.

What are some of the factors in customer experience design you are using in creating a differentiating customer experience?

Wondering how to get more leads for your business?

Think Social Media, think Facebook.

Billions of people use social media, which means if it’s not a part of your inbound marketing strategy you’re losing out!

Every business should have a Facebook page. 5 years ago every business had to have a website to appear professional. Now, I say the same thing about Facebook … Every business must have a Facebook page to appear modern and professional. And they must post frequently and consistently.

At the beginning of 2015, there were roughly 1.39 billion active monthly users on Facebook. Even more impressive, an estimated 10% of an average person’s Internet time is spent browsing Facebook.

I’m probably singing to the choir here because if you’re reading this site you’re probably already using some social media in your marketing strategy. You may have had some success, but want more leads, more clients and more progress with your Facebook marketing.

This month I’m talking about putting your Lead Generation item on Facebook to get more newsletter subscriptions.

What is a Lead Generation item?

This is a free item, usually an eBook or a video that educates your readers about your product or service. It may come from the context of solving a problem for the reader or educate a reader about your product.

Hubspot is brilliant at lead generation. They use free eBooks, calendars, case studies, etc. Their list seems unending; that’s why I think they are the perfect model to follow and learn from. You don’t have to be a big business or even have employees, if you’re a one-woman show, like me, you can still learn from Hubspot.

Customizing Your Facebook Page for Lead Generation

A Facebook business page is pretty basic and looks the same as every other Facebook page. To draw attention to your business, you’ll want to customize your page and give it a unique look to make it stand out from the rest of the pack and look professional.

Here are some things you can do to customize your Facebook business page for lead gen:

Create custom tabs – Think of tabs as landing pages. For example, set up a tab with a subscription form for your email list, or a contest for fans – this is an excellent way to capture more leads. Integrate your MailChimp account with your Facebook page for a simple subscription form “gate”. Want something more elaborate? Use an app like TabSite or software like LeadPages. There is a cost for TabSite and LeadPages.

Use your Facebook cover – To draw attention to your tabs and your lead gen item, try big arrows pointing your tab, or large text announcing your lead gen item.

Most people only see your posts in their newsfeed, so it’s challenging to get fans on your page. If fans don’t go directly to your page, they won’t see your tabs and they won’t enter your contest or subscribe to your newsletter. So make sure, every once and awhile, to publish a post about your incredible opt-in offer.

Create High-Quality Content

Facebook users aren’t going to follow you unless you have something to offer them, which is why you should post high-quality content. By posting valuable content that is relevant to your target audience, you’ll begin to establish yourself as an authority within your niche, which in turn, will create trust. Your reputation will draw in more fans. Your fans will in turn like content and share it, increasing your exposure, which will help to increase your lead generation.

Here are a few tips for posting valuable content:

• Vary your content – Don’t just post written blog pieces. Internet users are more attracted to visuals, so post videos, images, infographics and more. Visual posts are easier to read, and users are more likely to share them as well. Photos are incredibly effective for engagement. According to recent studies, posts that have photos are 128% more likely to be clicked than other links.
• Use calls-to-action – Facebook users don’t know what to do after looking at your content, which is why the call-to-action is so important. Your call-to-action invites them to do what you want, whether it’s to sign up to your email list or to comment on a post. The call-to-action is vital to capturing your leads. Use words that encourage action and urgency when crafting your calls-to-action. Use Linktree or Linktree alternatives to send your Facebook followers to a social media landing page!

How have you used Facebook for Lead Generation? Have you created some irresistible free opt-in offers?

Are you engaging your community the best you can with visuals?

In most cases the answer is: probably not.

Yet, visual marketing is crucial these days. According to Megaphone Marketing,

With 70% of visual receptors in our eyes, it only takes 150 milliseconds to recognise and symbol and 100 milliseconds to attach a meaning to it. Our brain processes visuals 60,000 times faster than text and retains 80 percent of what we see versus just 20 percent of what we read.

Here are a few tips and stats for you to consider:

1. Invest in becoming a recognizable brand. This includes developing a unique style and creating a consistent digital business card.
2. In the age of “infobesity” and with an adult attention span of 3-8 seconds, marketers need to learn how to stand out with visual content.
3. Viewers spend 100% more time on web pages with videos. 60% are more likely to buy a product if video is included. Use an online video editor to create videos.
4. Web posts with visuals drive up to 180% more engagement than those without visuals. Use visual elements to create better lead magnets!
5. Publishers who use infographics grow in traffic on average of 12% more than those who don’t.
6. According to Sephora, their Pinterest followers spend 15X more than its Facebook fans.
7. 90% of information transmitted to the brain is visual and processed 60,000x faster.
8. Cartoons can increase your newsletter open rate to 45% vs 5% industry standard.
9. The 7 elements of visual storytelling are:
   1. design,
   2. personalisation,
   3. usefulness,
   4. personality,
   5. storytelling,
   6. share-worthiness,
   7. real-time app… Know them!
10. Don’t be afraid of low-fi (Low Fidelity) images taken on the go, we live in the Now! economy and people get it. Have fun w/ it.
11. Make content easy to consume, make it snackable!
12. Remember the Cs: content + context: know what content to place on what networks. Ex: GIFs do well on Tumblr, but not others.
13. Ensure every blog post has at least one great picture and you have a Pin It button on your site for heavy Pinterest users.
14. Twitter is extremely visual, even if you are sharing a link attach a picture to draw attention and increase click-through.
15. On Slideshare, use less text on slides, keep it short and visual, use a catchy title, and include a “tweet this” button on the slides.
16. Don’t be afraid to play with different types of content. See what works for your community; ask them too!

Never stop monitoring and improving. Use web analytics platforms to understand how your audience is engaging with your visual content and whether it is sending them down your conversion funnel:

There’s no one secret for success! Leave a comment and share what visuals you’re using and what’s working to help you and your brand better connect with your community.