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The nature of what you need to do with Customer Experience is in the name – you need to experience what the service is, as a customer.
Throughout the entire organization everyone should go back to the floor to experience for themselves what it is like to transact. This observation and experience is known as service shadow. By conducting service shadows regularly (collecting evidence through photos, for example, with mobile phones), you can quickly spotlight underperforming areas or opportunities to inject more of your Organizing Idea.
Once an organization understands customer needs and goals, the mission is to set about answering them. This is the heavy lifting work of experience – not the fun or delightful part, but building the foundation for everything else. Frequently organizations want to rush this part, moving quickly on to the more entertaining things.
The Experience Pyramid involves three stages:
Ask yourself, do we fully understand our customer’s goals and are we fully satisfying them?
When managing service shadows, it can be useful to have a simple journey model that catalogs the steps and available channels. You need good breadth and depth across the whole journey to form a rich picture. A simple service such as a Trello board with voting capability can be used to indicate specific channels (such as contact center call) and journey steps (such as product support) that will be completed. Over time, you will be able to spot areas that are under-represented.Back to Top
Jonathan has over 20 years' experience in the areas of digital design, brand strategy and user experience. He has held senior roles within a number of high-profile agencies and consultancies including Tribal DDB, Accenture Digital and DigitasLBi, working with a range of major clients.
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ABOUT THIS DIGITAL MARKETING MODULE
This short course covers the principles of customer experience, or CX, and demonstrates techniques and useful tools that you can use to manage CX for an organization.
You will learn how to: