We recently posted a blog on the meaning of customer experience and the value of its improvement. We elaborated on learning to view the design from ‘inside out’ and ‘outside in’ simultaneously. Today we examine the ten laws of consumer experience design.
Learn more specifics: Doctor Customer Experience: Clever Techiques Staff Should Employ
Our team at Digital Spark Marketing often gets asked why to emphasize customer experience design. The answer we believe is pretty simple.
Customers remember and value great experiences that demonstrate deep understanding and respect for their needs.
Many will argue that convenience is part of customer service or the customer experience.
I’ll agree with that, but it is becoming so important, that I’m willing to separate it out. There are businesses that use convenience as their sole differentiator.
What is the best customer experience design you have ever put to work for your business? We would love to hear about it. Would you do us a favor and tell us in the comments section? It would be greatly appreciated by our readers and us.
Businesses learn how to deliver and evolve differentiated experiences. As such, they can build robust and enduring customer relationships that enable business growth.
We have defined ten laws of customer experience design that we use in the process of improving the design of our clients’ customer experience. We give a short discussion of these laws here:
Good customer experience … consistency
The idea is to make things more user-friendly by an aesthetic consistency of style and appearance. We recommend defining and implementing a set of standards here.
Consumer experience.
Co-creation of value
Customer experience innovation is a bottom-up process we believe. Employ your clients in the ideation and design process.
Consumer experience … observations
Frame the experience design in the context of their customers’ actual use. You will receive more ideas by asking what they want.
Customer experience strategy … storytelling
Create better imageries, emotions, and understanding through sharing of stories with your customer communities.
Customer experience features must serve the lower level human needs before the high-level needs can begin to be addressed.
Customer experience design … expectation effect
This law refers to ways in which expectations affect perceptions and behavior. When people are aware of a probable outcome, their attitudes and behaviors are influenced in many respects.
Expectation management should be a key component of the design process.
Exposure effect
To obtain a good exposure effect, find the best stimuli to repeatedly present. Find the ones that are best liked, accepted, and shared.
The strongest types of incentives to consider are photos and meaningful phrases
Hick’s Law
This law states that the time required for a customer to make a decision is a direct function of the number of available choices. Providing too many choices is not a good design.
Immersion
A state of customer mental focus can be so high that the awareness of the ‘real’ world is lost. This immersion results in happiness and satisfaction.
Customer life cycle stages
All customer experiences progress through life cycle stages of existence. They must be understood and designed for.
These stages include awareness, consideration, acquisition, service and warranty, and reconsideration.
What is the best customer insight you have ever put to work for your business? We would love to hear about it. Would you do us a favor and tell us in the comments section? It would be greatly appreciated by our readers and us.
Need some help in building better customer trust from your customer experiences? Creative ideas to help grow your client relationships?
Call today for a FREE consultation or a FREE quote. Learn about some options to scope your job and pay for results.
Call Mike at 607-725-8240.
All you get is what you bring to the fight. And that struggle gets better every day you learn and apply new ideas to make your customer experiences better.
When things are not what you want them to be, what’s most important is your next step. Call today.
Test. Learn. Improve. Repeat.
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Mike Schoultz is the founder of Digital Spark Marketing, a digital marketing and customer service agency. With 40 years of business experience, he blogs on topics that relate to improving the performance of your business. Find them on G+, Twitter, and LinkedIn.
Digital Spark Marketing will stretch your thinking and your ability to adapt to change. We also provide some fun and inspiration along the way. Call us for a free quote today. You will be amazed how reasonable we will be.
More reading on customer experience from our Library:
Client Satisfaction …10 Secrets to Improve Customer Experience
Mike Schoultz is a digital marketing and customer service expert. With 48 years of business experience, he consults on and writes about topics to help improve the performance of small business. Find him on G+, Facebook, Twitter, Digital Spark Marketing, and LinkedIn.
