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The Customer Experience: Why Business Leaders Should Care, Part 2

Posted by Michael S OGrady on Jan 23, 2018 8:22:00 AM
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The Rise of Mobile …where the UX must be accessible and visible

The number of mobile Internet users equaled its desktop user counterparts around 2014 and has since passed it. Also, the variety of mobile devices, especially the Android, is increasing.

MorganStanley_DesktopvsMobileUsers.pngMobile marketing for businesses isn’t just a luxury anymore: It’s a necessity. It aids and enhances the UX. stellapop-click-to-tweet.png

Companies need to think about creating an enticing but valuable UX that draws the prospect in and keeps him there.

Personalizing the Experience

Increasing competition is causing many UX designers to burn the midnight oil. Taking a cue from the desktop, they are incorporating the content personalization touches from the latter — in order to create a UX experience that feels more tailor-made for each unique visitor. Their job is made a bit easier with all the analytic tools and metrics which reveal behavior, demographics, and other elements of users around the world.

One tool called Toonimo enhances the user experience with animated audio and visual guides that are personalized for each visitor.

The Online Presence

UX designers must be aware of how to present content, its organization, formatting and look — when creating a dynamic UX experience.

User Input

UX designers are also challenged with a wide array of devices being used — with their accompanying broad spectrum of displays — and are consequently limited to creating a ‘one design fits all’ experience. When inputting data into fields on a page, it should be easy enough to do with one hand. Many designers are resorting to one-click registration tactics in order to ease the effort asked by the page or site. Other methods include employing default information culled from a previous session.

Some UX designers are taking advantage of more cutting-edge mobile effects, such as motion and voice. Swiping and tapping instead of typing is preferable now more than ever before.

UX designers are working more closely with Digital Marketing teams — because the designers are invariably tuned into the users, and can provide advice on optimization and the various marketing campaigns.

READ PART 1

A Strategy for Creating a Positive Customer Experience

So how does a company go about creating a positive experience, and help create customer engagement and a loyal fan base?

The Single Powerful Question ...

A successful leader is always asking ‘Why?’: Why are we in business? Why should customers care? How do we communicate our vision through our services and/or products?

When creating a positive customer experience, a company should realize that their loyal followers usually like what they stand for — and the vision they conceive and manifest.

Apple is a company that excels at creating customer engagement. With their recent MacBook, they state they want to offer a full-size experience into the most compact notebook they could manufacture. In fact, Apple has always branded themselves by offering aesthetic, easy-to-use products.

Transparency:  Nothing to Hide …

One of the more recent trends in modern companies is the art of being transparent:  After all, being honest about how you do business is bound to build trust — and hopefully more client loyalty. 

The clothing company Everlane has created an industry precedent with transparency:  They not only reveal to the public where they acquired their materials, they tell them how much they actually paid for them.

The Future of CX and UX

These are dynamic times for CX: Its study as well as its impact. The same is true for UX – because of the great paradigm shift taking place from desktop computers and pointing toward more mobile devices, which provide a more tactile experience.

Companies that embrace, alter and enhance their CX stand a better chance of engagement – and hence retention. Companies that ignore customer experience risk bad interactions — or are complacent about indifferent customers — risk losing their market share and dollars to the competition. 

Missed part 1? Go back and read it.

Topics: Management, Leadership

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