What If Your Vision for the Ultimate Customer Experience Isn't 20/20?

In this presentation, projekt202 Chairman and CEO David Lancashire provides clarity on better understanding your customers' journeys and using that eye-opening data to drive your business to new heights.

As David explains, "It's going to provide dramatic insight that can be added to your own business intelligence, your analytics and your strategies for success in a particular year and multi-year period. This can drive a series of projects that will deliver these improved enhancements that allow you to win in the marketplace."

A transcript of David's presentation follows.


Hello, everyone. My name is David Lancashire and I am the chairman and CEO of projekt202.

Today, what I'd like to talk to you about is developing a customer experience strategy. A lot of people ask and are discussing in the media at-large how to go about formulating a strategy that would define the ultimate customer experience.

The first talking point for me is: How well do you think you understand your customer and/or user that you're targeting?

Some people that I talk to talk about a very sketchy view. They feel like their company has silos of information. A lot of the customer data they have is coming second- and third-hand. It's very difficult for them to start developing a very clear picture of that customer. Others have a lot of direct interaction with their customer and they feel a little bit more confident.

The first point that I want to make is that our understanding of our customers and your understanding of your customers is on some sort of spectrum.

In a perfect world, we'd like to move from a sketchy, rough understanding of the customer, all the way to a three-dimensional, high-definition understanding of that customer. We want to do that at a level that takes into consideration that all human beings are different. Therefore, across our customer base, we have a lot of different personas. I'll talk more about that in a second.

The thing that projekt202 wants to share with the world is that there is a new lens available today that not very many companies are familiar with. It starts with the observation of people in context, whatever they're doing in their daily work, or going to a store, purchasing something, interacting with a bank online or at the bank location.

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We will observe people in context. This is a data-gathering exercise that's usually undertaken by people with a psychology and/or anthropology-type background. They have sophisticated techniques for noticing and questioning when they notice different elements of the way a person is interacting with either a product or a person, depending on the particular type of engagement.

The next thing we look at are the workflows. How does the business process break down? How does the workflow happen in a day? In particular, in this phase, we're able to pick up on emotional states. What state of mind is a person in at a particular moment in time? That's an incredibly important and insightful component of this piece of the work.

The next thing we do is, we take all that qualitative data that we've gathered in the field from the observations and we have an affinity diagramming workshop, typically with you, the customer, interacting with our teams.

What we get to see in the affinity diagramming process is the beginning of some patterns of groupings of people that act and see things in a similar way.

We ultimately can define those as personas. Sometimes it may be a user type, particularly in a workplace-type solution. We will see in the customer journey, very often, four or five or six personas that exist in the marketplace. This is the beginning of understanding where we're driving to, which is: What experience enhancements can we deliver?

The next step in the process is to take a look at the entire customer journey that persona is having and to start identifying very, very specific enhancements that can be delivered to that persona at a particular step in a journey. We're talking, sometimes, about moments in the journey that start well before purchasing, well before there's any interaction in terms of buying with that company. It might be browsing for information online, getting connected or recommended to something via social media, a lot of things that could happen, even years before the ultimate purchase.

At this point, we're able to have explicit information that defines those experience enhancements by persona.

My message, in summary, is that there is this new lens. It's based in the observation of people in context. It's available to you. It's going to provide dramatic insight that can be added to your own business intelligence, your analytics and your strategies for success in a particular year and multi-year period. This can drive, essentially, a series of projects that will deliver these improved enhancements that allow you to win in the marketplace.

We've been doing that for a large number of the biggest companies in the world. We'd be delighted to share more about some of those specific experiences with you.


projekt202 is the leader in experience-driven software design and development. We are passionate about improving the experiences that people have with enterprise and consumer digital touchpoints.

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