Crafting an Elegant Customer Experience
Crafting an Elegant Customer Experience
Strat Parrott’s career journey began before college, working for agencies and freelancing as an illustrator and designer. He has always been a creator with an insight for how things connect with people. Over the years working with marketing firms and ad agencies, Strat developed many experiences and helped students transition into their career in design and marketing.
Strat has held a variety of design leadership and consulting positions in brand management, advertising, marketing, design, and the entertainment industry. In addition, he’s participated in his community as a mentor to students and entrepreneurs. Strat is also passionate about international relations in the Arts and Education.
Strat is based in Memphis, TN and is available to travel for longer consulting or employment opportunities.
July 20th, 2022
Watch the full webinar in the video above, or read the recap below.
What is Customer Experience (CX)?
Customer Experience, or CX, is reviewing the customer’s journey as a whole, from end to end, starting with pre-acquisition and into servicing your customers or clients. This often includes service design and User Experience (UX) as well.
There are a variety of ways an organization can approach Customer Experience. Your CX team can originate from a customer service team or from the marketing team, or even begin with your company’s digital experience.
Getting Started with CX
Because Customer Experience is all-encompassing for the customer journey, it’s important to focus on the “moments that matter,” or the inflection points that will improve the overall experience. This can be at the product level, at the one-on-one customer communications, or even in the environmental aspect of walking into a physical location. Look at both the digital and physical journey, and be sure to consider any asynchronous client interactions. As you identify customer pain points, remember that you often may not be able to fully solve the problem, but what matters is that you always iteratively improve upon the current process.
CX as a Team Effort
So you’ve mapped out the customer journey, stepped into the customer’s shoes, and identified pain points. Now what? How do you get multiple decision-makers and teams at your organization on board with a solution?
One of the biggest challenges for working with CX is communicating effectively across teams with different cultures and various ways of doing things. Introducing a CX adjustment to stakeholders is not just making a recommendation, but also becoming a storyteller, relaying stories of the client experience that all of these teams and stakeholders can understand. Everyone has a different point of view and a different priority, and most are resistant to change. It’s important for the CX team to introduce and manage change while helping to bridge the gap.
How can you then ease this change? A way to convince key stakeholders is to create buy-in by including them in the CX process and providing space for them to collaborate on solutions. When introducing changes across teams, it is vital to be specific in language and semantics, as different teams may have their own jargon and manner of speaking. Oftentimes, visual components help demonstrate how one team fits into the whole of the organization, and how the work of one team can impact other teams. A good CX team can help organizations think collectively, providing a way for your teams to come together to find a solution.
Creating a Culture of CX Iteration
Reaching the point where your organization is crafting an elegant customer experience takes a delicate and balanced touch by your CX team. Knowing how to approach and introduce changes to your CX can make all the difference in the success of your CX. It’s vital to assess your organization’s curiosity and willingness or aversion to take risks. Come alongside your organization to teach your team(s) not necessarily how to fail, but how to be curious.
If you’re looking for help in improving your CX and introducing these changes to your organization, contact us to learn more about our CX Design services at Bridge Innovate®.
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