Serving CX Food for Thought at projekt202 Breakfast

projekt202's Joe Dyer, Russ Bair and Matt Scamardo
projekt202's Joe Dyer, Russ Bair and Matt Scamardo

North Texas business leaders recently got a taste of what's possible in delivering improved customer experiences.

The projekt202 team shared customer experience (CX) insights at an invitation-only breakfast, held May 3 at the scenic Four Seasons Resort and Club in Irving.

Chairman and CEO David Lancashire and Vice President of Customer Experience Jeremy Johnson discussed projekt202's observation-based methodology for helping companies understand and deliver solutions their customers genuinely want and need.

To illustrate the importance of fully knowing an organization's audience, time was blocked out for a brief but creative exercise. Using Legos, teams were tasked with building prototypes for package-delivery vehicles.

Without a clear and complete picture of customers' and users' specific requirements, however, teams assembled a variety of vehicles, ranging from trucks and vans to airplanes and drones.

The constructive activity shed light on the basic understanding -- or, in many cases, misunderstanding -- that companies have of their users.

David said that most organizations fall somewhere on a broad spectrum of understanding their customers' needs, wants and emotional connection points. Customers are hungry for better, more fulfilling experiences, which can only be created through deeper, lasting insights.

This methodology is further outlined in the new book, "Designing Software for People: Application Development in the Experience Age." The book marks the latest chapter in projekt202's work to help businesses and their customers realize the full potential of technology.