“Partnering with a global airline to develop a real-time service health dashboard for a newly launched automated customer connect platform. Providing business teams with valuable insights on the key CX metrics. Enabling ongoing refinements and leading a data informed service decision making.”
05 Design for Business Outcomes
As much as organisations strive to be customer centric, ensuring that we are designing for the success of the business is the single biggest void in the current industry CX workflow. This offers the opportunity for the UX and Design community to evolve from designing just for users (and being the voice of the user in the room) to designing for the needs of both users and the business.
Teams that are able to strike this balance will make all the difference when it comes to successful CX outcomes. The recent rise of UX metrics, design measurement and strategic design roles (beyond UI design and interaction design) are a result of this need. It’s envisaged this space is slated to mature and strengthen in the next two to three years.
To capitalise upon the trend, leaders need to assemble the right CX team to lead the change. Assembling teams with a mix of skills across customer empathy, behavioural science, service, and product design, with strategic business acumen.
“Globally, only 17% of design teams are actively measuring impact.”
Forrester Business Impact of Experience Design 2020
Finally, Tell Better Stories
Results speak for themselves. Show action through iterative roll outs. Have a cadence of CX ROI reporting. Elevate the impact. Demonstrate value. Highlight the business stats. Delight the execs as well as customers. And this will go a long way in advancing the focus on CX.
Read more about how we partner with brands to transform customer experiences by combining the best of design thinking, user centred design and data and analytics:
- Digital channel experience strategy and design: Aware Super
- CX reimagination for a new business line offering: Transurban
Want to lift your game in CX while booking measurable business outcomes?
Let’s talk, or connect with me on LinkedIn