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How to design digital services: imagine talking to your customers face to face?

Your customers have their own personal relationships with your organisation’s products or services. So how can you design the right digital services to deliver this personalised customer experience?

Although the hype of digital talks a lot about such personalisation, it is perhaps ironic that it encourages the use of such ways of working and technology to keep customers’ and employees’ physical interactions to a minimum.

But imagine if you were actually facing one of your customers right now; what questions would you ask them directly to help you deliver a delightful, memorable customer experience? And how could you use digital to respond to their answers?  Here are some indicative examples…

How do you feel about my brand?

How much does your customer actually like your brand? What are the reasons they selected to buy from you? Do their feelings, emotions about your brand align to you own and employees’ views? Such insight can help you assess the effectiveness of your social media strategy and engagement approach – is it effectively building, managing the right kind of relationship you personally want with your customers?

What things should I know about you before I serve you?

What information should an employee intuitively, instinctively know about an individual customer before they start serving them? What things shouldn’t they know or ask about? How can an employee genuinely surprise and delight a customer every time? This is an opportunity to consider how big data and analytics could be used by your employees to better understand your customers – how can you proactively, directly respond to an individual customer’s wants and needs without being intrusive?

How can I better serve you my products or services?

What way is easiest, quickest to satisfy your customer’s requirements? How confident are they that your employees are serving them in a safe, secure way? Does your customer feel special, unique or “just another transaction”? Understanding how and why your customers want to be served can drive effective user experience design – are you making your customers feel like they are valuable to you short and long term?

What other direct questions would you like to ask your customers to help realise effective digital services?  

For more information about Digital Service Design please contact the Sopra Steria Digital Practice.

Published by

Mark Howard

Mark advises on user centric digital service design & transformation with a focus on tangible business benefits realisation. His passion is helping organisations to transform how their people use digital ways of working to interact with users to deliver an seamless, integrated customer experience. Mark’s recent private sector experience includes delivery of a mobile application prototype for a European business services company and advising a major UK high street retailer about using enterprise social media tools to drive competitiveness. Mark has 10+ years consultancy experience advising blue chip Telco, FMCG, Retail and Pharma clients as well as UK Central Government. Mark holds an MBA from Open University. www.linkedin.com/in/mark-howard-mba/

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