How to Keep Your Connected Customer Happy
by Mark Withington, on Mar 30, 2021 2:17:09 PM
Read Time: 5 minutes
In the midst of the Fourth Industrial Revolution and the wake of COVID-19, remote everything (e.g., work, play, study, live, etc.) has become the norm.
I ride my bike down the [virtual] streets of New York, Paris, and London on an indoor smart trainer courtesy of Zwift. I buy just about everything from my living room chair right down to toothpaste and toilet paper, courtesy of Amazon. I socialize via Zoom, Teams, and the like (about as much as a curmudgeon would). I even schedule my doctor’s appointments online using Zocdoc. Suffice to say, my life has become a never-ending stream of 1’s and 0’s showering the globe (see Figure 1)…and I bet your life has too.
Figure 1: Mark's Connected Life
Customer Needs Assistance in Aisle 5
In light of my digital jet setting lifestyle it is no surprise that Customer Experience (CX) – the interactive online journey between me and whomever I’m virtually talking to – has become a major part of my day-to-day life as a connected customer. Sometimes frustrating (Siri and I have a very complicated relationship), sometimes incredibly frustrating (don’t even get me started on scheduling a “COVID vaccination appointment”) and sometimes, just maybe, actually very pleasant:
I recently bought an Apple Watch online for my daughter’s birthday. I measured her for it with some basic online tools, paid for it with Apple’s 0% interest card and had it shipped to her in New Hampshire from Chongqing, China without a hitch. The whole end-to-end interaction flowed smoothly, my questions were anticipated and answered, preferable options were presented and selected, and my payment was done via face recognition without ever taking my hands off the keyboard.
The entire experience might have taken a total of five minutes. And here’s the kicker, because she’s rarely ever home, I even changed the delivery point while it was en route via the UPS website (see Figure 2). That’s right, a pleasant customer experience across different suppliers!
The big difference between the frustrating, the very frustrating and the much rarer pleasing virtual experience is without a doubt a well-defined and tested customer journey. One that anticipates my thoughts and feelings at each and every touchpoint. An intentional path not only keeping me happy but on the straight and narrow. At Accelare, we call the effort to design such pleasant journeys Purpose Driven Customer Experience (PDCX).
Purpose Driven CX vs. User Experience (UX)
Purpose Driven CX combines the concepts of behavioral economics, service design thinking, and Accelare’s strategy to execution (S2E) methodology to encourage a prospective customer through a series of well-choreographed touch points toward a predetermined, mutually-desired outcome for both the connected customer and the business. It represents a seamless end-to-end customer journey versus a disjointed random walk in the digital ether across the company’s functionally siloed organization chart and disconnected external trading partners.
While User Experience (UX) often speaks of lofty goals like delivering a “delightful experience” or improving Net Promotor Scores as outcomes, Purpose Driven CX views them as by-products, focusing instead on what really matters (typically, but not exclusively, a transactional exchange). It’s kind of like dating, while a nice dining experience is important, it in itself does not make for a successful outcome.
Addressing Cognitive Bias via the Customer Journey
Purpose Driven Customer Experience frames the customer journey into a four step journey map (see Figure 3):
This breakdown is intended to “organize the context in which [the customer] make decisions”[ii] by addressing their beliefs, feelings, and behaviors at each step throughout that journey.
So how do we go about determining the 'connected customer’s' beliefs, feelings, and behaviors? The first order of business is to conduct an extended market segmentation exercise that uses both quantitative attributes (e.g., demographics, geographics, and behavior) as well as qualitative techniques such as psychographics (see Figure 4).
What are Psychographics?
Psychographics illuminate the customer’s motivation behind their actions, and peek into the parts of the brain that determine a customer’s beliefs, feelings, and behaviors (the amygdala, basal ganglia and lateral temporal cortex for the neuroscience majors in the audience).
Once developed, the market segmentation model is fleshed out into a portfolio of personas, or customer archetypes, that describe your connected customer in casual, relatable language, documented in a series of vignettes. These personas then become the design spec. for the customer touchpoint messaging illustrated earlier in Figure 3: Purpose Driven CX: Awareness, Interest, Desire, Action.
Psychographics ensure the customer experience will provide just enough information to influence the customer’s cognitive biases without overloading them with information and clouding the message.
hat is your Organization’s Purpose Driven Customer Experience Maturity?
Purpose Driven CX creates a level of structure around the customer experience that leverages proven concepts from the fields of behavioral economics, service design thinking, and Accelare’s S2E implementation methodology to deliver a level of precision and discipline that any organization can benefit from.
If you would like to see how your particular organization could benefit from Purpose Driven CX, please visit this link to assess your organization’s maturity and readiness where you can quickly rank your organization on a 1-5 scale against fifteen assessment question that cover five key domains within Purpose Driven CX (see Figure 5).
The survey is anonymous and free, however, If you would like our team to calculate your overall aggregate PDCX maturity score as well as suggest actions your organization could take to reach the next level of PDCX maturity please provide your email so we can send out your report.
[i] Klaus Schwab, The Fourth Industrial Revolution. What It Means and How to Respond (Foreign Affairs, December 12, 2015)
[ii] Thaler, R. H., & Sunstein, C., Nudge: Improving decisions about health, wealth, and happiness. (Yale University Press, 2008)