Evolve your customer experience with Design Thinking

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Design thinking is about putting people first in the design process.

As consumers, when we have a problem with a product or service, we want a quick and efficient resolution. We expect companies to understand that our time is valuable, to know what we are going through and to solve our problem so that we can move on to our next task.

However, when it comes to customer experience, many organizations fall short. The key to delivering great experiences, according to Eduardo Moraes, director of digital strategy and technology for Cylogy, is design thinking.

“Design thinking is about putting people first in the design process. It’s about getting into consumers’ heads, understanding their expectations and knowing what needs to be done differently to meet them,” Moraes said. “It’s also about the art of the possible – rethinking processes and trying to bring new perspectives to old ways of doing business.”

Cylogy is a San Francisco-based digital experience consulting services provider and sponsor of Simpler Media Group’s Digital Experience Summit (DXS) virtual conference. During the conference, Moraes presented the session, “Human-Centered Design Thinking for NextGen Customer Service”. We spoke with him about how design thinking can help organizations deliver the experiences their customers expect.

Keeping up with changing customer expectations

Simpler Media Group: What are the big trends you see in customer service today?

Edward Moraes: What I’ve noticed most recently is that it’s increasingly important to provide a tailored experience for your customers, and there are two big things here.

The first is context. When someone calls a help desk or needs to interact with a service provider in a particular way, customers expect the company to have their contact information at the ready and have some context about the products they own, recent service requests, and any potentially hot topics. for this individual.

The second theme is the empowerment of frontline service workers. For example, when you book a trip and for some reason you need to change or cancel it, you expect customer service to be able to find your booking details quickly and be empowered to offer you options that make sense based on what you have previously expressed. preferences.

Being handed over multiple times and having to rephrase the issue is frustrating for customers, leads to lost business, and is completely unacceptable to the modern consumer. Well-run organizations avoid this mess and lead to faster resolutions with better integrated channels, a stronger frontline, and more thoughtful journeys.

SMG: Why do you think organizations need to rethink how they interact with and serve their customers?

More: Over the past two and a half years, the world has changed a lot. Yes, we have seen even greater changes in the past, such as the advent of the Internet, digital services and mobile devices. But this most recent change with the pandemic presents a new normal and sets a new bar for digital customer experiences.

Today’s consumers expect easy online self-service, fast online shopping, and fast customer service resolutions. And, with the explosion of e-commerce over the past two years, consumers expect lifecycle customer experiences. If you’re hosting your show like it’s still December 2019, you’re probably starting to look like a dinosaur to a growing percentage of your customers.

The post-pandemic thriving are those who focus on consistent customer experiences across multiple channels and devices that are fast, relevant, and reliable. And on the customer service side, thrivers empower and empower the frontline as top priorities.

Put People First with Design Thinking

SMG: Why do you think design thinking is the best approach to improving customer service in a digital world? What are the main benefits you have seen?

More: I have worked with a number of ideation and design approaches in the past. The traditional way was always more process and requirement oriented. It was normally about the what and the how, sometimes from a very narrow technical perspective.

Design thinking is about rethinking what we do and why from a human perspective. This means putting yourself in different shoes, involving different participants in the workshops and trying to bring in new perspectives whenever possible. The biggest benefit here is to break down the narrow, siled view of what we do and set new boundaries for what we could do. That’s why it’s one of the best ways to scale your products and services.

A human-centered approach, the design techniques we use at Cylogy are all based on how customers, employees, and anyone else interacting with a service will use that service. We strive to understand their top priorities and the most common ways to get things done. Ultimately, we strive to help businesses uncover the ideas and needs that lead to meaningful improvements in the customer experience they deliver.

SMG: During your presentation, you talked about how you help companies better engage with their online communities, improve their content publishing processes, and create more relevant digital experiences through design thinking. Can you give an overview of how design thinking can impact these three areas?

More: In order to interact effectively with online communities, you need to understand your audience segments and what they are looking for. We help our clients do this through exercises such as defining personas and developing journey maps.

Content publishing processes are linked to these personas because they help us understand the nature of content, the triggers for needs and the consumption patterns of these different groups. At Cylogy, we guide clients through the various workflows and content planning tools offered by various platforms, as well as identify existing gaps in the technical environment.

Finally, creating more relevant digital experiences has everything to do with personalization and how we deliver relevant content. Using design tactics like the “creative matrix” and “alternate worlds” can help us imagine solutions from very different perspectives.

SMG: Please show us an example of a client project that used design thinking to create a project roadmap or solve a problem.

More: At Cylogy, we used design thinking with a California-based group that was part of a large international company. They wanted to build a roadmap for the future of one of their most important marketing and customer engagement channels. And they wanted to completely rethink the way they share information with their customers and partners.

Since creativity was key for this client, our team guided him through a series of design thinking workshops focused on expanding the landscape of ideas. The exercises we conducted helped them think beyond the status quo and their initial assumptions of scope and form. A key part of this was to facilitate collaboration between previously siled groups.

The workshops created an environment of creativity and a safe place where a diverse set of participants could pitch ideas and begin to reimagine how services might be shaped. Novelty was a key objective in this case. And because we were able to bring the teams together in such a collaborative way, they were able to significantly reshape some fundamental ideas and define a four-phase roadmap for the next generation of this channel.

Remember: Experiences are only about people

SMG: What are the main challenges that organizations face when using the design thinking approach, and how can they be overcome?

More: The first big problem is not having the right people in the room. You need to make sure you have attendees of different seniority levels and from different areas of the organization, not just technical or business perspectives. The closer your audience is to everyday use and the issues you discuss, the better. This creates a more productive set of workshop results.

The second challenge is that leaders might not have the right facilitation skills for these workshops. Facilitators should be knowledgeable about the key topic being discussed and have the skills and training to facilitate such workshops. The Luma Institute is one of the best organizations that offers this type of training. At Cylogy, we organize our workshops with certified Design Thinking practitioners.

SMG: What are your main recommendations for getting started in design thinking?

More: Do your homework. Learn about the process. Work with certified practitioners who have experience in your space. If necessary, find a partner to help you define the best exercises from a larger set of design thinking recipes aligned with your specific domain.

SMG: What is your vision of customer service in an ideal world?

More: As human beings, we want to be respected and companies that understand this and provide services with a human-centric outlook will lead the way. In many cases, it’s as simple as respecting our time. The best case scenario is to provide quick resolutions through a channel that the customer is most comfortable using.

For example, being able to talk to a real person as quickly as possible after interacting with an automated system – whether it’s a robotic chat or entering numbers when interacting with a call center. calls – is important for most people. Research shows that nearly 90% of people prefer to speak to a live customer service agent over the phone. No matter how effective the phone menu and its options are. Companies that understand this will offer a human approach in an ideal world.

Learn more at www.cylogy.com.


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