Measuring Customer Experience and Customer Experience Design
The relationship with the consumer is less transactional than ever. What happens before, during and after the purchase becomes part of the experience, and today’s consumers – especially Millennials and Gen Z consumers – are happy to provide feedback. Measuring customer experience can be tricky, but it can also be highly instructive.
From your website to the store shelf, advertising and social media all the way through customer service, consumers are interacting with your brand in many ways outside of the purchase transaction. Understanding and measuring customer experiences helps our clients make improvements, adjust messaging and processes, and even create new opportunities to engage their customers.
Ways We Measure Customer Experience to Generate Insights
How do you measure customer experience or any experience for that matter? The easy answer is “ask them” – and we know Millennials, in particular, are likely to answer (and be glad you asked). But sometimes the deeper insights come from other less conspicuous methods. We humans don’t have perfect recall, and our responses are often influenced by many other factors. That’s why Consumer Clarity incorporates many forms of observation into our research, for example:
Fieldwork studying customers in their own environment interacting with your product, service or competitive set. They usually know we’re there.
As the name implies, this is observational fieldwork in which the subject is not aware of the observation. It is the ultimate behavior-based study.
Capturing interactions and engagement that happens on social channels, and evaluating patterns
Unsolicited consumer feedback on actual products or services, both about our clients and their competitors
Informing Customer Experience Design
Once you have the insights, what’s next? We equip our customers with the understanding and clarity they need to inform customer experience design. That means creating the experiences your customers want and need to have along the purchase path and beyond. Customer experience design extends from communications through shopper marketing and all the way to service or repeat purchase. It includes engagement in social and sometimes live interaction. It’s also where more of the organization has a chance to make an impact, and where the voice of the customer can be most important.