Page 80 - Delivering Authentic Customer Experiences

Principle 5 Delivering Authentic Customer Experiences

Perhaps the two quickest ways to increase the value you provide
to customers in terms of convenience are by making sure their
channel experience flows easily and links as seamlessly as
possible.

i. Go with the flow: Flow is a concept from the field of
psychology that is used to describe people enjoying their
experience to the point of becoming fully absorbed. This is
more easily achieved when the experience is interesting.
Therefore, finding out what interests your customers and
providing them with more of it, is a great way to encourage
them to spend time using your service channels.
ii. Seamless links: creating seamless links within channels

will help potential and existing customers travel easily
between them. Giving links and contact information for
each channel that may be of use or interest, will
dramatically decrease the chances of losing them along
their journey. Start by providing your social media, email,
and phone contact details in easy to find areas of your
website, and then sense-check them so whatever service
the customer might want, they’ll easily end up in the right
place.

3. Make it easy
Your customers should feel that any channel they visit has been
easy to understand and use. Whenever possible, layouts should
be simple and aesthetically pleasing. Use colour, font, and style
consistent with your brand and remember all information needs
to be correctly signposted so that answers can be found quickly.

To check your channels are customer proof, look at them with
fresh eyes, much like a new customer would. You’re almost
guaranteed to find one or more of the following:
• questions for which you can’t find the answer
• out of date information

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