Presenting Evidence of the CX

Digital Marketing - Study Notes:

Service shadow

The nature of what you need to do with Customer Experience is in the name – you need to experience what the service is, as a customer.

Throughout the entire organization everyone should go back to the floor to experience for themselves what it is like to transact. This observation and experience is known as service shadow. By conducting service shadows regularly (collecting evidence through photos, for example, with mobile phones), you can quickly spotlight underperforming areas or opportunities to inject more of your Organizing Idea.

Experience Pyramid

Once an organization understands customer needs and goals, the mission is to set about answering them. This is the heavy lifting work of experience – not the fun or delightful part, but building the foundation for everything else. Frequently organizations want to rush this part, moving quickly on to the more entertaining things.

The Experience Pyramid involves three stages:

• Utility: Firstly, the organization needs to completely satisfy the utility – meeting needs. It doesn’t have to be pretty or easy – needs can be thought of as mandates. Without them, there is no permission to play.
• Usability: This stage aims to reduce friction and make things easier to use.
• Pleasurable: Only when this intensive work is complete can the organization move on to the third stage – creating pleasure, often the realm of marketing.

Ask yourself, do we fully understand our customer’s goals and are we fully satisfying them?

Channel scope

When managing service shadows, it can be useful to have a simple journey model that catalogs the steps and available channels. You need good breadth and depth across the whole journey to form a rich picture. A simple service such as a Trello board with voting capability can be used to indicate specific channels (such as contact center call) and journey steps (such as product support) that will be completed. Over time, you will be able to spot areas that are under-represented.