The customer experience (CX) is one linchpin of modern marketing.
CX interactions with the customer occur at several points of contact, including your advertising, and social media channels.
Moreover, marketing tools, sales process, pricing, customer service and support, and your actual product.
Therefore, the customer experience is like an umbrella that encompasses all channels and ways of communicating with the customer.
And is related to customers’ perceptions of the organization and its services as a whole, not just the application of the company’s products.
By offering the user a unique and positive experience, we convince them to return in the future.
Recently, companies have been trying to improve their CX by implementing “design thinking” into their development.
Design thinking anticipates a customer’s need before creating a demand for a particular product or service and creates an amazing experience by offering creative solutions.
In the following, we are going to describe strategies that, by integrating with design thinking, help to improve the customer experience and ultimately improve the entire travel process.
Making The Interaction Useful And Usable
The most important thing to always think about in any user experience is how useful you are making the interaction.
Any customer interaction with the brand is part of the customer journey that is known as the point of contact.
Providing creative solutions at each of these points of contact will make the customer or user-end their journey with a unique feeling.
Regardless of the type of interaction you are creating, the user will be less willing to engage in something that provides little value to them.
Understanding Customers’ Mindsets
One of the most important factors for business profitability is providing the products and services that users need and are interested in.
Therefore, companies need to be aware of the interests and mindsets of their customers.
Achieving a clear view of the preferences of customers is a very complex task.
But this view can be achieved to some extent by using information from the correct implementation of design thinking steps and focusing on key data.
Businesses that force themselves to align customers with the company’s business goals often rely solely on the customer’s purchase history
And profile information to get an idea of how customers think.
But it is interesting to note that they do not have much success and only access very limited information, or rather inefficient information.
Empathetic design thinking ensures that your business understands customers’ mindsets and creates the best possible solution for their needs.
In other words, it helps you see the problem from the perspective of people’s problems rather than your abilities and beliefs.
As a result, your team creates a product that will surely help the users.
Helping Put The Customer First
Empathy has always set good businesses apart.
For example, companies such as Netflix, Airbnb, etc. have always been leaders in the industry by using this method.
You can not create a “customer priority” strategy without knowing who your customers are.
Rather, you need to deeply understand your audience and see how your business can improve its shopping experience.
Analyze customer and sales metrics to discover ways to create qualified products or improve marketing strategies.
Empathize with them to create a special experience and offer a service or product tailored to the customer’s needs.
This is exactly the reason why many businesses fail: not understanding the customer or user’s problem.
Invest in customer journey research to identify opportunities for improvement and let empathy, not profit, guide your decisions.
Put the customer first and profit will follow.
Shifting To The Customer Perspective
With design thinking, we have to shift our perspective to that of the customer.
When we take on the customer perspective, there is so much more that we can notice that needs to be fixed.
The most important step in the CX management process is to take the feedback seriously and take appropriate action.
Donald Porter, Associate Professor of Computer Science at The University of North Carolina at Chapel Hill, says:
“The customer does not expect you to be perfect. He just expects you to be able to fix the problems!”
Helping Look At Problems In New Ways and Ditching Outdated Assumptions
Design thinking can help businesses ditch outdated assumptions about what customers want or need.
And create better solutions to their problems.
Innovative companies such as Apple, Nike, and Tesla are managed by design thinking methods and use design thinking to create new products and solve their business problems.
Instead of focusing on problems, you focus on the solution and focus on your ideal future instead of looking back.
In this way, you focus on people’s needs and come up with innovative solutions.
Here you have to use all your tools, i.e. your power of understanding, creativity, logic, and reasoning to solve problems and reach a result.
Design thinking helps everyone solve problems in creative ways.
By: Maedeh Mehraein
