“An experience occurs when a company intentionally uses service as the stage, and goods as props, to engage individual customers in a way that creates a memorable event.”
Renowned digital analyst and futurist, bestselling author and THINK 18 speaker, Brian Solis explains in X: Where Business meets Design the importance of creating memorable moments for customers in every encounter they have with a brand, and how this is the defining element of future business success. Or, in his own words: “The art of engendering desired emotions, outcomes and capabilities throughout the customer journey. It’s about branding through experiences.”
It’s common knowledge by now that experiences are more important than products, and in many cases have transcended to become products themselves. But how do you develop a good customer experience? This question is being answered in X: Where Business meets Design.
While everybody focuses on technology, smart businesses put all their attention into enhancing experiences. Brian Solis shares a roadmap for gaining internal, organizational alignment. In addition, he walks the reader through several existing frameworks to map out their current customer experience: journey mapping, experience mapping, storyboarding and Solis’ own framework.
Solis believes that everyone in your credit union owns the customer experience – not just marketing, not just sales, not just the design department. A brilliant customer experience requires aligning teams around a common mission, lead by a Chief Customer Officer or a comparable role. As Solis explains: “Companies must pursue a top-down approach of understanding desired CX, then aligning the supporting technology.”
Beyond focusing on your member experience, Solis shares storytelling best practices and how to engage members in conversations that lead to meaningful experiences. Using the human-centered approach developed by design firm IDEO, companies can deploy empathy to create rich customer experiences.
The success of your credit union is now increasingly tied to experience and how you deliver valuable and meaningful moments to your members. X is your guide to delivering these rich experiences.
“A little less than half of the 49% said they believe customers will switch brands due to poor CX, whereas a whopping 89% of customers say they have already switched because of poor CX.”
Meet Brian Solis and other business visionaries at the Sheraton Grand at Wild Horse Pass in Chandler, Arizona, May 7 to 10, 2018 for THINK 18, the premier digital transformation conference for credit unions.