Design: A Business Case by Brigitte Borja de Mozota & Steinar Valade-Amland

Author:Brigitte Borja de Mozota & Steinar Valade-Amland [Brigitte Borja de Mozota]
Language: eng
Format: epub
Publisher: Business Expert Press
Published: 2020-08-23T16:00:00+00:00

Improving Customer Experiences through Design Excellence

The final concern from the CEO panel was how to strengthen the organization’s ability to deliver better customer experiences. This concern cannot be discussed as a stand-alone, even less so than any of the preceding four.

Almost every successful company recognizes that it is in the business of customer experience. Many businesses understand that it’s no longer enough to compete on products and services; how a company delivers for its customers is beginning to be as important as what it delivers. Customers - whether they’re airline passengers, online retail consumers, or IT-services outsourcers - not only increasingly dictate the rules but also expect high levels of satisfaction from the savviest practitioners and the sleepiest industry participants alike. Companies that work to master this dynamic become superior competitors.56

The perceived quality of the interaction between a company and its client – whether an individual or another company or organization – determines the degree of success that the company has. That sounds quite simple, and it would be if it weren’t for variables like expectations and previous experience. Moreover, the combination of factors influences our perception:

The main findings include the notion that a factor can have a different impact on customer satisfaction and efficiency depending on which other factors it is combined with. Additionally, separate factors or the same factors in a different form influence customer satisfaction and efficiency. Hence, there are tradeoffs while attempting to achieve very good levels of both customer satisfaction and efficiency.57

Studies show that “[o]ffering wonderful products and excellent service are hygiene factors today and do not lead to competitive advantage.”58 This only confirms Pine and Gilmore’s studies of consumer economic trends, showing that the behavior of consumers was increasingly motivated by the quality of the experience as an equally important parameter to the quality of the service or good itself.59 And, as if that weren’t enough, there are significant differences between what triggers customer satisfaction in a B2B as opposed to a B2G or B2C transaction. Other studies support this, and also confirm the notion that clients and customers weigh different factors differently but that to succeed companies “will have to be capable of achieving high experience quality levels consistently across all channels.”60 Some years ago, KPMG published a seven-step guide to improved customer experience:

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