I was recently at an ophthalmologist appointment for an eye exam when a tech asked me what I do for a living. A common question, however, it always seems to drum up a fun conversation when I answer. I answered, "I am a Customer Experience Designer. I look at the experience a customer is having from learning about a company to purchase. I then help businesses make that experience memorable so that their customers continue to buy from them and advocate for them." She responded, "Wow! You are the person who sends me customer service surveys." Not quite, but as she proceeded to tell me about a bad experience she had recently had with a business, I knew she got the gist.
While I am not the one sending you customer service surveys, I am reviewing the results and often providing input into what questions we are asking you. So, then what does it mean to be a CX Designer?
It is not User Experience (UX) Design
UX Design is primarily concerned with the experience that a user has with software, be it web-based, mobile, or desktop software. The software the user interacts with is a small component of the over experience that they have as a customer. Additionally, it is not uncommon for the customer of a piece of software to be different from the user of that software. For example, many large organizations have people tasked with discovering and purchasing software that teams can use. The people buying the software are not the same people who ultimately use it.
Your CX Designer sees the big picture.
Your CX Designer concerns themselves with the entire journey that a customer takes from learning about a product or service, converting & interacting with the product or service, then remaining loyal and advocating. We are a critical asset to ensuring a consistent experience for your customers. Customers are demanding consistency across channels. Research from Salesforce shows us "Seventy-five percent of consumers expect consistent experiences across multiple channels (web, mobile, in-person, social), with 73% likely to switch brands if they don’t get it."
Additionally, we are not solely concerned about the experience that the customer has with technology. We also concern ourselves with the personal interactions the customer has with a business, as well as the interactions that employees have with the customers and the company that employs them.
CX Designers are both analytical and creative thinkers.
We have detailed discussions with your stakeholders to understand your business goals. We scour your customer data and interview your customers to document their journey. We identify all of the pain points that your customers are having and pinpoint the areas that could improve your business metrics. Then we utilize our creative side to brainstorm solutions with you. We prioritize solutions by considering your business goals and the complexity to implement. Finally, we help guide cross-functional teams to develop & implement solutions.
Why should you hire a CX Designer?
The experience a customer has is a direct influence on their loyalty to your business or brand.
Tempken Group performed a study on 10,000 consumers and found that 86% of customers who receive an excellent experience are more likely to repurchase from a business.
Investing in your customer experience will make you stand out amongst your competition.
In the Tempken Group's study, participants rated 331 companies across 20 industries. 68% of consumers said their experience with these companies was okay as opposed to good or excellent. Consumers are ready for a great experience and will spend more to have it.
Great experiences increase revenue.
A report by Forrester found that businesses leading in CX deliver a compound revenue growth rate (CAGR) of 17% compared to 3% of companies lagging behind in CX.
CX Designers are strategic business partners who will shape every touch point your customer has into a memorable experience that results in increased loyalty and revenue.
In my next blog post, I will begin to outline some of the steps that I take to determine great experiences for customers.
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