How to design better customer service experiences?

Look at your business like a workshop where your customers come to for great service.



Optimise every moment along the customer journey

Measure customer service experiences at every touch point along the customer journey and establish benchmarks to measure future performance.

Predict and prioritise customer problems, frustrations, wants and needs. Study the trends impacting or likely to impact your customers, community or industry. Identify key engagement and experience drivers.

Anyone can sell something, but not everyone sees the critical role customer service and the customer experience play in achieving profitable growth and sustainability.

The more technology advances, the more it’s integrated into our daily lives. As you continue to innovate in your customer service ‘workshop’, you’ll continue to see technology become more important and the lines between what you do online and what we do in real life will begin to become one.


Drive results with dashboards and action plans.

Set up dashboards and information flow to track progress against benchmarks, and drive continuous customer experience improvement. Use customer feedback and become proactive on the information provided by them and your dashboards.

Become able to sustain more meaningful, relevant conversations with your customers across all touch points, which has not only improved the customer experience but your results you achieve.


Omnichannel marketing and customer service

Omnichannel is defined as a multichannel marketing approach that provides the customer with an integrated purchasing and after sale service experience. The customer can be shopping online from a smartphone, desktop telephone, or in a bricks and mortar store and the experience would be seamless.

The intelligent design of your customer services and customer experiences can now be designed around market segmentations, personas and channel selection and quite inexpensively.

You now have many intuitive ways to design, execute, and manage customer experiences across channels and touch points. Using simple drag-and-drop icons, you can easily control your marketing content, channels, scheduling, budgeting, and resources. And then watch results in real time.

When it comes to customer service:

  • Watch you thoughts they become words.
  • Watch you words they become actions.
  • Watch you actions they become habits
  • Watch your habits because they become the customer experience.


“If the only tool you have is a hammer, you will tend to see every problem as a nail”. Abraham Maslow


It’s important here to distinguish an omnichannel user experience from a multi-channel user experience. Essentially, it comes down to the depth of the integration.

Manage the customer journey with easy-to-use visual workflows and icons. Create targeting and channel execution strategies all in one place and adapt to changing customers needs with the ability to create flexible campaigns.


Where do the resources come from

Businesses, non-profits and communities struggling to find the money they can use to drive growth, may want to look at all the investments they’ve made in the name of marketing. Typically marketing costs more, and deliver less, than many realise.

To reclaim the loyalty value that is slipping through their fingers, savvy leaders are starting to rethink what loyalty means for their customers and for them. Along the way, they are creating new strategies that unlock untapped potential they never knew existed


Small enterprises have a real competitive advantage

The closer a conversation gets to being in-person, the higher the conversion rate. A phone call will convert better than an SMS. An SMS will convert better than email and so on.

The problem is that creating good content is time-consuming and often expensive to produce. Video requires a lot more preparation and skill to be able to produce content that engages people quickly.

In an incredibly noisy world, holding someone’s full focus and attention for even a few minutes is rare. But this is where small enterprises have a distinct competitive advantage over large organisations, corporations and governments. They can be closer to their customers and quicker to respond because of their size and flexibility.


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Personal Experience

I believe channel choice is now considered essential by customers when they are considering their wants and needs. Customers now expect to move between channels and devices at will, based on any number of factors including the complexity of receiving the desired level of good service.

However few organisations know how to meet this strategic challenge or how to practically design the right customer experiences.

Every organisation now needs to deliver a new practical approach to delivering low effort, multi-channel customer experiences. Design principles need to be based on the customer’s actually thinking and behaviour and what they expect as a core service experiences.

This requires an understanding of channels in terms of their unique strengths and weaknesses and when each is best used. These insights allow you to move on from simply preferring one against another and to build an overarching design based on delivering better customer service experiences.




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