Many organizations are still treating UX and CX as an option vs. a necessary component to success. Still, in 2021 Companies invest heavily in technology but skip the experience altogether. “In my 25 years of consulting, this is a common mistake that can be both wasteful and expensive,” project202 Chief Experience Officer and co-founder Peter Eckert said. “Technology should be designed to fit people’s needs and not the other way round.”
Peter agreed to discuss some of the common myths he hears from organizations:
Myth #1 It’s always about the coolest tech, isn’t it?
The fact is that people want to have better experiences both at work and at home when using technology, be it on their mobile phones, TVs, or computers. If the CX and UX are second-class and don’t address a need, then what is the use of owning the latest tech? There are several classic stories around companies that failed the experience test and relied solely on technology. Think Nokia vs. the iPhone. Where they both technically did the same thing, one just did it better. The coolest tech is never enough to ensure customers satisfaction or loyalty over time.
Myth #2: Tech leads to UX improvements, right?
Technology is the enabler of better customer experiences, but not the answer. I’m sure you can think of a time where you had to endure multiple, unnecessary steps, filling up dozens of fields to make a simple purchase online. Wouldn’t it be ideal if the user interface improved to make it as seamless and straightforward as possible? Technology is merely the method to ultimately deliver your experiences, experiences that need to meet your customers’ needs.
Myth #3: Data, data, and more data! The more, the merrier?
More isn’t always better. Companies today are drowning in data involving their customers’ online movements across millions of virtual and app-driven platforms daily. However, most corporations have very little understanding of why their customers behave the way they do. Of course, having a vast data lake and data points is a valuable asset, but it is pointless if companies do not know how to apply the insight in the data to their advantage. There is more to a customer journey than most businesses realize. Blending aspects of Behavioural Science to understand customers’ core needs, then use Qualitative and Quantitative insights to strategize, innovate, design, build, and deliver better experiences, faster to market. In other words, empathy for people’s real needs and problems.
Myth #4: Complex problems require complex technology solutions?
For any problem – be it complicated or simple – the question is not whether we should employ high-tech solutions; it’s about great experiences, which start with understanding the user. First, establish a dialog and collect user feedback during product innovation. Then test, fail, and move on until you get it right. You can avoid many costly mistakes this way, finding appropriate strategies to solve the actual pain points that users face by first uncovering the underlying root cause.
Myth #5: Only large companies can afford great UX?
While many believe it’s too expensive to attain quality UX and CX solutions, this is misguided. It’s not only the remit of multinational companies (MNCs) with huge budgets; even a start-up can afford it. Strategies for improved experiences can be tailor-made for Small and Medium Enterprises (SMEs) according to their business needs and budget.
Many companies talk about being agile, but few walk the talk. How we make this happen is by helping companies create better customer experiences and, in the process, drive operational efficiency. The results are more satisfied customers and employees while saving time and money for the business.
— Peter Eckert, Chief Experience Officer & Co-founder
Through experience-driven transformation, projekt202 helps companies make decisions, operate efficiently, retain talent, increase revenue and raise customer satisfaction — with a focus on delivering technology that works for people