It seems to me that many customer experience initiatives are deeply flawed. They start out well intentioned but lack the right process improvement mindset to drive long term change.
The customer experience strategy that seems to be best practice at the moment is:
- Do some research on what people want: ask a focus group, run a survey, etc,
- Design “the best” customer experience based on the research.
- Test it in a limited way –asking people what they think, doing some usability testing (i.e. watching what people actually do either actually or via analytics) of your systems.
- Roll-it out.
The critical part is that the design process (steps 1 and 2) is run only once. Then, having agreed that it is perfect, just let it run. This is wrong.[Read more…]