Digital Experience Diagram

Customer Experience Platform

Combining behavioral economics and traditional CX to create purposeful customer journeys for increased CSAT and NPS.

What are purposeful customer journeys?

In his book, “Thinking Fast and Slow”, psychologist Daniel Kahneman identified the two systems responsible for human decision making:

  • System 1” the faster more instinctive part of the brain that relies upon a set of learned behaviors called cognitive biases
  • System 2” the slower, more deliberate part of the brain that relies upon logic and reasoning
 

Ironically, despite how we pride ourselves on acting logically and rational, our brains tend to rely heavily on the faster more instinctive cognitive biases within our System 1 decision system rather than the slower more methodical System 2.

Purposeful customer journeys recognizes this fact by leveraging those cognitive biases at each touchpoint within the journey using adaptive, multichannel technologies to create a Choice Architecture. This approach encourages a mutually beneficial outcome for both commercial customers, employees and trading partners and public sector constituents, civil servants, and affiliated agency partners. 

 

Unlike tangible goods built from raw materials on a production line and stored in finished goods (i.e., Products), intangible goods such as those in the commercial and public sector (i.e., Services) are delivered in real-time through the customer journey with no residual ‘stored’ or inventoried value after-the-fact.

We believe, therefore, the Customer Experience processes supporting that journey need to be as precise and controlled as the manufacturing processes found on a production line.

Accelare’s Digital Experience approach engages with the client in a hands-on effort driven from an outside-in perspective to:

  • Define an end-to-end Choice Architecture based upon the concepts of behavioral economics.
  • Create quantitative demographic and qualitative psychographic personas
  • Perform true end-to-end ‘go-live’ testing via table-read and model office empathy mapping.
  • Create and document Customer Journeys via Service Blueprint
  • Define a capability-based project portfolio necessary to transform the touchpoints alone customer journey to deliver increased CSAT and NPS.
waiting in line

Where's the Pay Off?

Combining behavioral economics and traditional customer experience design tools along with quantitative demographic and qualitative psychographic personas allow service providers such as health insurance, financial services, education and state governments to boost their CSAT and NPS. For example, using the digital experience concepts described earlier, Accelare was able to define a cusomter journey that reduced wait time as the Commonwealth of Massachusetts Registry of Motor Vehicles (RMV) simply triaging customer types into “Ready to Go” (e.g., prepared) and ”Customer Service” (e.g., unprepared) lines.

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