For 30 years, the customer experience has been in a constant state of flux. E-mail, text messaging, instant messaging, social media, mobile apps, and VoIP opened a new gateway to communication, outreach, and customer technology adoption. And now, we are witnessing another revolution – all led by technology such as analytics, cloud solutions, and the Internet of Things.
But there’s a hitch: Current approaches for digitally evolving the customer experience will likely fail. This year alone, analysts have cited failure rates in the range of 66% and 84%. No matter the actual number, the risk of missing the mark can severely inhibit the success of any business.
In this era of digital everything, marketers and the agencies they hire are faced with a tough task. How can they develop a customer experience strategies that pleases their customer today and sets the path for the success of the brand tomorrow?
What is customer experience prototyping?
The term “prototyping” is typically connected with the product development process, where a preliminary model of a machine or product offering is created to test the concept’s viability in the mass marketing. However, the overall approach of the prototyping process can be just as good for the customer experience without sinking large sums of money on technology, training, and new hires on a hunch on untested strategy.
By understanding what works or which steps along the buyer journey requires some improvement, marketers can answer three fundamental questions about the customer experience they offer:
- How can your business get closer to your customers?
- How can you gain greater insight into customer wants and needs to deliver better service?
- How can you increase customer satisfaction and loyalty?
How to turn innovation into landmark success
The prototyping process begins with gathering substantiated, measurable information about customer needs; the business’ reputation, standards, and core strengths; and competitor products and services. Once connections emerge from this analysis, the ideal state can be translated into requirements and next steps. Then, a simple rendering of the next-generation customer experience model is presented to an interdepartmental team representing every area of the business.
The evaluation phase of the customer experience prototype is critical. While positive feedback may be given and well-received, the prototype owner(s) must be willing to freeze such comments to make room for constructive ideas for adjustments, resolving potential conflicted between processes or offerings, and abandon aspects of the concept that provide no value to the business and customer.
Interested in prototyping your next-generation customer experience?
Join the Digital Business Services organization from SAP for the two-day session “Turning a Landmark Into a Unique Customer Experience: Discover Innovation” during UKISUG Connect, hosted by UK and Ireland SAP Users’ Group (UKISUG).
No PowerPoint presentations. No product demos. No customer stories. Just time reserved for you to innovate and design your next-generation customer experience.
