- June 15, 2015
- Events & Posts
That of customer-centricity is no longer a new topic for business people.
Everyone will agree that successful products and services are those designed by assuming the customer’s point of view. However, when it’s time to measure your customer-centricity, how do you behave?
Consider the following aspects and assess how your organization performs in relation to them.
Focusing on the overall customer experience
Several companies are used to concentrating their analysis and investments only on transaction step, while customer-journey is composed of a number of other activities that influence their overall satisfaction. Eeach product/service has got its own experience-cycle, and each target of users has its own drivers of utility. The key is to understand the ones that regard your business and examine your product/service performance accordingly, in order to identify “pain points” and unmet needs.
For example if you’re running an ecommerce business, the usability of your website should be at the top of your priorities in relation to the entire customer-journey, and a bad delivery service may invalidate even the best purchase!
How familiar are you with this kind of questions?
- How long does it take to find my product?
- How rapidly and easily can customers conclude a purchase?
- Am I providing payment methods that meet customers’ expectations?
- Is the product easy to be stored? Is it easy to be used? Am I providing appropriate assistance?
- How costly are complementary products/services?
- How easily can users dispose of the product?
Aligning the entire organization around customers
Are all your organization departments aware of their respective impact on customer experience? Or are they working in isolation?
People demand consistency along the whole path, and expect to switch from a channel to another without having problems. Don’t neglect any touchpoint with your customer, since every person, location, interface and process through which you generate an interaction, impact your business image and reputation.
Making better products with usability testing
How often do you happen to leave web pages because they’re too confusing? How often do you happen to get lost because of ambiguous signage? When was the last time you regretted having bought anything beautiful that turned out to be terribly uncomfortable? We’re talking about usability.
How can you test the usability of your products/services?
Keep these tips in mind if you want to deliver user-friendly products and services.
- Each system should comply with real-world conventions and concepts familiar to the user and to his/her culture.
- Your language should be that of your users; avoid ambiguous and technical terms.This tip is particularly valid for ICT companies when they have to design software and application interfaces.
- Be consistent in the use of words, abbreviations, icons, colours and actions so that users are not disoriented by different ways to express the same thing.
- Always keep users informed about: where they are and how they can move somewhere else; what is going on if they’re waiting for a feedback. Think about the importance of feedbacks when you make money transfers, and consider the relevance of clear indications in touristic sites.
- Anticipate users’ next steps or needs, by providing services, products, instructions and information in advance. For example Italian railway company Trenitalia informs passengers in advance about connecting trains platforms just before stopping at stations such as Rome and Milan.
- Prevent users from commiting errors, by asking them confirmation before each important action. Help them understand their errors and provide possible solutions. Just think of how irritating is when you’re trying to fill an online registration form and system detects en error without telling what your doing wrong!
- Apply minimalist design and pursue an attractive look&feel. Eliminate irrelevant information and control complexity by using visual representations and “progressive disclosure”.
- Always keep into account all the possible constraints that may interfere with the normal fruition of your product/service (e.g. noise, lack of light etc.). For example “EasySmart Phone” app, a launcher designed for the elderly and for people having visual or mobility impairments, transforms every smartphone interface by making it simpler and customizable. In addition to having features such as large buttons, SOS service and voice commands that read messages for you, it also includes “DoubleClick” technology to prevent unintended double tapping on the screen by people experiencing some tremor in their hands.