Focus on Needs, not Channels

Focus on Needs, not Channels

Bricks and Mortar companies tend to grow digital/online teams, often markedly, separate from the “main” business. I believe that it is important for online parts of an organisation to think less like pureplay eCommerce teams, focusing on the digital specific journeys, and more like a team that plays an integral part in their customers’ interactions with their brand as a whole.

 

Customers have needs that transcend channels and organisational design, and we must allow them to easily carry out the activities needed to achieve those needs, and to achieve their goals, in whatever channel and in whatever order they want. This allows a business to operate its channels in concert, and not in competition.

 

Doing this will enable businesses to better deliver a joined up (or seamless!) experience across channels, time, products etc. It will also enable a business to better react to shifting customer behaviour, like a shift towards online interaction.

 

We talk a lot about channels, journeys experiences, and seamlessness; but we should be talking more about our customers’ needs. Customers have needs and goals that they are trying to achieve, and a business can best unlock value (and profit) by delivering experiences that help customers achieve their goals, in a way that is simple for them.

Empathy through experience mapping

Following on from my post on using experience maps and journey maps, I’ve been thinking how to explain why the two artefacts themselves are important in their own, distinct right – and, specifically, why the experience mapping element is vital, especially in large corporate environments, where it is crucial to imbue empathy to drive customer centric business growth.

Experience mapping forces us to focus on the customer’s experiences throughout their journey… not just the journey itself.

Experience mapping forces bias towards how the customer is feeling and thinking; their emotions and drivers of behaviour. It helps us to build empathy and really get under the skin of customers as human beings. An experience map can be abstracted from segments and services and products, and forces us to think and feel as a customer would when they engage with us.

Journey mapping, alone, is too functional an approach; and focuses us too much on touchpoints and channels. Journey mapping can become complex when lenses such as segments, products and services are applied. This abstraction from the experience can cloud how we should craft and shape our interactions with customers.

While, without a doubt, very important, I contend that it’s vital to understand the drivers of behaviour as much, if not more, as the journey itself. This allows us to understand how a customer wants to feel, and how we can build experiences to make them feel this way.

Friday Link Round Up – March 20, 2015

It’s not enough to be fast: how emulating human interaction is key to improving digital communication

http://www.fastcocreate.com/3042288/its-not-enough-to-be-fast-how-emulating-human-interaction-is-key-to-improving-digital-commun

Too much info? Or not enough? Which created a double-digit conversion increase?

https://whichtestwon.com/test/too-much-info-or-not-enough-which-created-a-double-digit-conversion-increase/

Why is Amazon launching a physical store – and what will it mean for retail? (via @leemcivor)

http://www.mycustomer.com/feature/technology/why-amazon-launching-physical-store-%E2%80%93-and-what-will-it-mean-retail/168265

Designing for the Workspace First (via @jackroless)

http://jesseddy.com/blog/2015/03/designing-for-the-workspace-first/

Ikea: 7 Predictions For What Your Home Will Look Like In 2020

http://www.fastcodesign.com/3043407/tech-forecast/ikea-on-7-predictions-for-what-your-home-will-look-like-in-2020

Video of the week:

The Four Horsemen: Amazon/Apple/Facebook & Google – Who Wins, Who Loses?  

https://youtu.be/XCvwCcEP74Q

CX Pyramid2B

Friday Link Round-Up – March 13 2015

The CX Pyramid: Why Most Customer Experience Efforts Fail
http://www.experiencetheblog.com/2015/03/the-cx-pyramid-why-most-customer.html

 
 

Bottling Lightning: How to channel and sustain creativity
http://uxmag.com/articles/bottling-lightning

 
 

Deconstructing Fidelity
http://uxmag.com/articles/deconstructing-fidelity

 
 

The man behind the Apple Watch
http://howtospendit.ft.com/technology/77791-the-man-behind-the-apple-watch

 
 

“Delightful” Interaction Design Needs To Die
http://www.fastcodesign.com/3042849/delightful-interaction-design-needs-to-die

 
 

The lowest price doesn’t mean the price is right
https://econsultancy.com/blog/66173-the-lowest-price-doesn-t-mean-the-price-is-right

 
 

Automating Style Guide-Driven Development
http://www.smashingmagazine.com/2015/03/05/automating-style-guide-driven-development/

 
 

Nudging and Choice Architecture: Ethical Considerations
http://www.experientia.com/blog/nudging-and-choice-architecture-ethical-considerations/

 

 

Friday Funny: Kindle Cover Disasters
http://kindlecoverdisasters.tumblr.com/

Friday Link Round-Up: Dec 19 2014

The Truth About Customer Experience

https://hbr.org/2013/09/the-truth-about-customer-experience

How To Measure Customer Loyalty

http://www.measuringu.com/blog/measure-loyalty.php

The Uncanny Valley is Uncanny

http://www.uxbooth.com/articles/the-uncanny-valley-is-uncanny/

Amazon offers one-hour deliveries

https://www.internetretailer.com/2014/12/18/amazon-offers-one-hour-deliveries

The “how to waste some time” link of the week 

Androidify

https://www.androidify.com/en/#/

Video of the week 

It’s a Write/Read (Mobile) Web

http://www.lukew.com/presos/preso.asp?32