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Designing the Aspirational Customer ExperienceAfter Gaining New Insights, Companies Must Translate Them into Experience That Works

Bill Quinn, Director – Customer Experience Solutions, Global Consulting Practice, TCS

November 2015

As customer expectations evolve, companies need to perpetually refine their ‘aspirational’ customer experience.

Social data provides new insights into customer expectations.

To turn these insights into experiences that work, businesses must use the right tools and techniques to tailor customer interactions.

Customer Experience, 2015

Introduction: Aspirational Experience Design

An engagement map is a key tool for designing aspirational customer experiences (CX). It helps companies identify capabilities that will deliver a differentiated customer experience.

Customer Experience, 2015

Engagement Mapping

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Engagement maps use data to develop segment profiles, define customer preference criteria, and evaluate channel performance.

Maps provide competitive analysis, and identify reasons for customer churn.

Using such maps ensures improved experience design and sparks innovation.

They also help companies manage expenditure.

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Benefits of Engagement Mapping

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A large retailer believed it had fallen behind competitors in responding to customers who used smartphones. By using engagement maps, it realized that its customers preferred text messaging. The insight prevented the retailer from investing in expensive unnecessary capabilities.

Case in Point – Reining in CX Reboot

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Companies should develop a scoring framework to evaluate their capabilities against a defined set of metrics and KPIs.

Each capability identified in the engagement map must be grouped into logical categories.

The criteria to consider while grouping includes cost, the level of innovation, integration requirements, and customer behavior.

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Scoring CX Capabilities

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Once capabilities are prioritized, a business reference architecture can be created. This helps IT teams understand the priorities of CX initiatives.

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Aligning Business and IT

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Roadmaps help teams across the enterprise move in the same direction.

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Prioritization Roadmap

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By evaluating the value of the touch point to the customer and to the business, a company can measure its return on customer experience.

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Creating a Business Case

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Creating a customer experience that drives long-term engagement and loyalty is crucial to businesses.

Customers have alternative experience options and will happily switch to competitors.

The right insights and experience design process will greatly improve the odds of providing a successful customer experience.

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Conclusion: Improving Experience

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Designing the Aspirational Customer ExperienceAfter Gaining New Insights, Companies Must Translate Them into Experience That Works

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