In the evaluation and optimization area of customer and user experience we estimate there are 3 approaches or process models.
Here, most consultants and experts apply an (unconscious) mixture of several approaches. The advantages here are that a maximum amount of added value is generated and that the creative aspects applied are very unique and differ between consultants, each one backed by knowledge gathered in their respective area of expertise.
Theoretical / Scientific area
From a theoretical point of view, different research areas will play a decisive role in user and customer experience. Basic research will mainly come from the fields of psychology and artdesign. The synergy between different graphic elements and the behavioral analysis of the user allows for profound insights into the customer-centered buying process, which is then transformed into an intuitive experience through precisely placed graphics and fluently designed processes. Still, economic basics play an essential role in the required market analyses and differentiation strategies.
The present state of technology and futuristic research need to be examined together. Practitioners with several years of experience are convincing with their successfully implemented projects, but with increasing professional experience, the level of knowledge of theoretical foundations decreases. In order to avoid such methodical limitations to the "most frequently successful", the consultant / expert must constantly keep an eye on promising research and must maintain a balanced mindset in order to always have a broad reserve of possible solutions at hand.
The analytical area is based on surveys and evaluated user data. Tracking, for example, shows the average time a user spends on a process. Surveys can then be used to close any gaps in knowledge and find out what stopped or hindered the customer in the relevant steps. In the context of the evaluation and survey, the processes can be improved to the extent that possible disruptive factors are minimized and positive sources of emotion are given greater weight. Analysis methods such as eye-tracking can also be used to add finest details to the customer journey map so that a realistic roadmap can be crystallized.
Practical (best practice) approach
In most cases CX consultants rely on their extensive practical knowledge. Analysis or research is carried out rather incidentally during their work process. The main source of improvement suggestions and knowledge is defined by long experience. Following the principle of "learning by doing", customer reactions were tested extensively and general social trends were implemented intuitively. Thus, influencing factors are taken into account which can only be identified by a practice-oriented approach. An example of this is the use of recycled packaging materials or an increased environmental awareness of the company, which was specified in surveys as a non-decisive impact, but was analysed as an influencing factor and, when implemented in practice, causes a subconscious positive experience of the customers.
Customer Experience innovation
A successful improvement of the customer experience builds on all three approaches in the right combination. For example, customer experience managers and consultants must first validate the current situation based on customer surveys or analyses and then outline suggestions for improvement. This is supported by the theoretical approach, which defines the corresponding key elements and touchpoints based on the defined solution approach and can provide corresponding weightings and influencing factors. All this information in its pure form is of little relevance without the corresponding experience of CX or UX experts. Because even with the newest aircraft and the best weather conditions, you'll be unable to reach your destination without experienced pilots. Based on his industry-specific knowledge and experience in Customer Relationship Management (CRM) combined with a current trend overview, the human being ultimately forms the decisive link to establish an optimal customer experience. Photo by Diego PH on Unsplash
Here, the requirements are customer-dependent and vary according to the circumstances. Therefore, numerous factors must be constantly taken into account in CRM. On its own, such an undertaking is often laborious and leads to little success. The advantage here is a motivated, dynamic and above all diversified team. Different perspectives on problems often bring the missing light into a grim situation, enable a user experience appropriate to the specific customer group and prevent a limited optimization tailored to a small target population.
Discover our current projects and published essays.