A customer calls you. He has to change his credit card number for his monthly payments, and he’s having a problem: he can’t access payments on your company’s mobile app. To add to this payment issue, he’s having a tough time navigating the app.
A great customer experience will not make an overall positive impact on customers if your user experience is only mediocre. That’s according to Blake Morgan, a customer experience advisor and contributing writer to Forbes.
UX vs. CX
The difference between the user experience and customer experience is that user experience involves the interaction between a user and a product, such as a mobile app or website. The customer experience is the overall interaction the user has with your brand.
A positive customer experience – the interaction a customer has with your company in-person, on social media, through email, and with various departments within your company – will cause the customer to feel happy about your company, and he or she will likely recommend your brand to others.
In comparison, a top-notch user experience does not always equate to a positive customer experience. It’s important to listen and respond to customer concerns and take customer feedback seriously.
Creating Customer-Focused Products and Services
One company that is doing user and customer experience right is Capital One Financial.
The 21-year-old bank and financial services company has incorporated a Design Thinking methodology, which is a “groundbreaking approach for developing goods and services,” writes Susan Nunziata, editorial director for InformationWeek.
An example of this solution-based approach is the company’s app, Capital One Wallet, which helps customers with their finances. The app’s design helps customers track spending and catch potential fraud activity.
The beginning of the Capital One Wallet project involved several design sessions – with the goal of defining customer problems.
Scott Totman, head engineer of the project, attended classes at Stanford University Institute of Design. Capital One’s executives are sent to the Institute for design training.
“What I learned coming out of it is that you’re not asking the customer what the next feature is that they’d like to see,” Totman said in an interview with InformationWeek. “You’re asking the customer to tell you a story about their relationship with financial services and money. You listen for pain points, purchasing points, and the customer through their story is educating you on these insights so you can help solve the problems that they’re experiencing and describing.”
Capital One’s goal is to build products that create positive customer experiences through a define-problems-quickly approach.
“We believe progress starts with a deep understanding of our customers,” according to the company’s website.
One of the ways you can gain insights into the customer experience is by listening to what your customers are saying online. Text analytics is a method companies use to understand unstructured customer data by using customer feedback.
In addition to text analytics, stay engaged with the customer through management of online reviews, customer emails, phone calls and social media posts. Listen to the customer to gain insights into how to improve your company’s user and customer experience.