Both of these experiences are possible outcomes from exactly the same customer journey, it is the customers’ expectations, opinions and emotional attachment that are the differentiators. Continuing with the above example, some consumers may get frustrated with the multiple options that are presented (as discussed above), whereas other will appreciate being reminded that they require specific travel services. Consideration has to be taken into how a user feels during an entire process. Take a budget airline for example, yes you can purchase a cheap seat on a plane going to your desired destination, with limited fuss, but what about those consumers who want a specific seat or want to be on the plane first, what about those who require travel insurance, a rental car, or haven’t even found a hotel yet? Well the user experience, has got this covered, or at the click of a button all those choices can be ignored and you are free to simply pay for your flight and pray that you’re not the one sat next to the screaming baby!!!īut UX isn’t simply about the usability of a product, service or website it goes much deeper than that. Segmenting your customer base, categorising individuals into various groups with similar requirements can highlight what type of experiences are expected. Know Your AudienceĪt the heart of any UX must be the user, they are the ones that will determine the successfulness of an organisation, but how do you make sure that each and every consumer is satisfied with the type of experience they are receiving, after all we are all different with different needs, wants and expectations?įirstly, do your research find out what the customer wants and how many customers want that similar thing. It is all integral to creating a desired User Experience (UX). Although still relevant today, these ‘moments of truth’ are not just confined to the contact between an organisation and its customers, it has spread, wide and far, from the way employees interact with customers and the functionality of a website to the usability and quality of a product. Jan Carlzon (CEO of SAS Group 1981-1994) coined the phrase ‘moments of truth’, referring to the interactions that a Scandinavian Airlines (SAS) employee has with a customer having a detrimental effect to how that customer perceives SAS and subsequently whether the customers’ expectations have been met, creating an experience that will keep them coming back. Written by Professional Academy Tutor and Marketing Expert Peter Sumpton
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