If you’re in the business of serving people, then you know how important it is to replace a business centric approach with one that puts the customer at the centre.
However, simply pivoting to a customer centric approach doesn’t go far enough.
The winning strategy? Making CX human centric.
To truly deliver a rewarding, holistic experience you need to go beyond the idea of serving people as customers to instead treat people as complex, multifaced humans.
We can focus on three key levers to improve CX, drive trust and create a meaningful, rewarding experience for the humans we serve.
Discover more below and:
Ease is about smoothing the path to complete a task and removing unnecessary friction.
Tangible barriers to ease include:
However, ease is about more than just removing friction. Even if you get the tangible components right, there are still intangible barriers to ease:
Making it easy means taking on the intangibles as well as the functional elements.
Effort is a two-way street, and making an effort means sharing the load. Reciprocity counts for a lot.
To assess effort on the customer’s side, ask:
To assess effort on the organisational side, ask:
Rewards can be avoiding bad things as well as gaining good things. Rewards are emotionally based and anchored to higher order objectives. Reward is how an experience makes you feel.
Human centric CX looks at people’s higher order needs or objectives across their wider journey.
“People don’t want to buy a quarter inch drill, they want a quarter inch hold in the wall.”
Paying attention to your customer’s highest objectives or needs is essential to creating deeply satisfying experiences.
To reward by adding gain, ask yourself:
To reward by avoiding pain, ask yourself:
Of course, while customer experience is a significant component of the total brand experience, it isn’t the only thing that matters. Brand matters too - brand sets expectations for the customer experience.
However, delivering to that expectation is the role of customer experience and that is something you can control.
By focusing on what you can control – and measuring what you contribute – you are taking an important step towards a better experience for the people you serve and helping to propel your business or organisation onwards and upwards.