Digital customer experience
CX Lab
by Tim Wade
4y ago
Digital Customer Experience A recent Appdynamics study found that 88% of technologists report that digital customer experience is now the priority. OK, so that is hardly earth-shattering news to most of you. It probably was the priority before lockdown and with shops only just opening, it certainly will continue to be a priority. Speed is the thing that has changed the most. Organisations have needed to react quicker than ever to implement digital customer experiences in weeks rather than months or years. As the age-old adage goes ‘necessity is the mother of invention’ and shows what can be ..read more
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Behavioural research is more important than ever
CX Lab
by Tim Wade
4y ago
Behavioural research is more important than ever. You don’t need us to tell you that customer behaviour has changed over these last few months. Queuing outside supermarkets, increased online shopping and social distancing have changed the way we do things. For many, this is a stressful time. Understanding this new customer anxiety, emotion and behaviour are vital if you want to alleviate stress, design improved customer experiences and optimise results. But how can you discover the unconscious drivers of stress and emotion and how they impact actual behaviour if customers aren’t able to tell y ..read more
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Voice of the customer is just scratching the surface
CX Lab
by Tim Wade
4y ago
With 95% of human decisions happening unconsciously (Professor Gerald Zaltman, Harvard Business School), can surveys ever be relied upon to provide insights into customer behaviour? And why are organisations spending £millions on voice of the customer (VOC) programmes and so very little trying to uncover the 95% of unconscious behaviour? It seems to me we have got things upside down. Voice of the customer I don’t want to entirely disregard your voice of the customer programme because they do serve value in understanding and dealing with customer complaints. When you absolutely annoy the pant ..read more
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5 ways to transform mystery shopping
CX Lab
by Tim Wade
4y ago
Mystery shopping is not useful! Recently I came across a report from ContactBabel describing how respondents rated the usefulness of various CX learning methods. Interestingly and perhaps not surprising, were the respondents low scores for the usefulness of mystery shopping. This is a £billion industry – that’s an awful lot to spend on something not seen as useful. As it stands now, I can understand why mystery shopping is not higher up this list. For many it is simply compliance testing carried out by professionals with a checklist. Maybe there is a different perspective we should consider… p ..read more
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Behavioural science – Can a blue room really make a difference to profit?
CX Lab
by Tim Routledge
4y ago
Behavioural Science – can a blue room really make a difference to profit? In an experiment carried out on behalf of Honda UK, we created an environment specifically engineered to test the findings of numerous behavioural science studies and our own long-term research in the automotive sector. The study was designed to investigate the impact of various stimuli on customer behaviour. Traditionally, most car-buying negotiations are conducted by a sales person and their customer at a sales desk within the car showroom. Our hypothesis was that this environment could be optimised using behaviour ..read more
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User experience – the secret to improving it
CX Lab
by Tim Wade
4y ago
User Experience – the secret to improving it Understanding any aspect of human behaviour like user experience is never as straightforward as we would like. If humans were the conscious, rational decision makers we used to believe then human study would be simple. We would just ask people about what they did and why they did it. Sadly, we humans are a lot more complicated. Firstly, our unconscious controls most of our decisions and actions, so we often don’t know why we do things. Secondly, as social creatures wanting to fit in, when people ask us about why we do things we often try to say t ..read more
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Emotional Connection – The Big Lie
CX Lab
by Tim Wade
5y ago
Is Emotion the key to customer experience differentiation? There appears to be a popular narrative at the moment about the need for brands and experiences to create positive emotional connections for customers. Emotion and customer experience appear to be key partners. Only recently Forrester announced: “Emotion Holds The Key To Achieving CX Differentiation – Brands that want to break away from the pack should focus on emotion: How an experience makes customers feel has a bigger influence on their loyalty to a brand than effectiveness or ease in every industry.” Further research on em ..read more
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How to improve the airline customer experience
CX Lab
by Tim Routledge
5y ago
Improving the airline customer experience I’ve just been trying to buy an extra bag on an American Airlines flight for my daughter who comes home from the US this week. Despite the information on their website that says you should be able to do this online after you’ve checked in order to ‘save time at the airport’, I have not been able to do this. A call to AA customer services in the UK ends with ‘I’m sorry we don’t have this facility’ and ‘is there anything else I can help with you with, have a nice day’. How frustrating! It reminded me of a quote I noticed in a recent article in Flight Glo ..read more
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