UPDATE: Due to the current demand from learners working from home we can now start your course immediately or at any time that suits you. Please ask us

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Make CX your Unique Selling Point – Differentiation & ‘Sameness’

What’s your Unique Selling Point? Do you have a truly unique product or service? Maybe you created a service that everybody wanted but it didn’t exist? (And nobody has duplicated it yet) Or maybe your market is so niche that you are simply the only player in the game?   If so, you would be in the minority!

Gartner predicted that by 2020 90% of brands will compete on customer experience rather than price or product quality. It is 2022 and salesforce found that 80% of customers choose a brand to work with, based on their Customer Experience. Gartner were not far off. 

On our courses, we use a concept called ‘sameness’. Sectors such as banking, insurance or utility providers, are mostly hit by the ‘sameness’ within their products and services. The differences in the products can sometimes be so miniscule that it’s extremely hard to decide which to choose. Remember, feelings are more memorable than price or the features of a product. Therefore, customers are more likely to remember how you made them feel, while they were using your service or you were helping them sort out an issue. This is why today’s customers choose based on the next best thing… their experience.

So, how do you differentiate your business from the competition?

 

  • Customer Journey Map

Analyse it. Is there a way you can simplify it? Are there unnecessary steps somewhere along the way that could be removed? Is it designed with a clear customer goal?  

 

  • Feedback & Customer Input

Do you regularly reach out to your customers and ask for their feedback? Are you sending them surveys, asking for feedback directly on the website or prompting them to rate your app? Are you listening to their complaints, queries and concerns on social media and forums? 

 

  • Employee Experience

Are you ensuring your employees have good working conditions? Do you have regular one to one meetings with them to create real team bonds and strengthen relationships? Are you empowering them to make decisions and create an environment where customers feel taken care of? Remember, you can’t ask your staff to do things for your customers that you won’t do for your staff.

 

  • Human Touch

Are the customers able to talk with a human if they are experiencing an issue? Are you using technology to make things simpler for your company or your customers? Are you using it in the right places in their journey? Do you treat the customer as an individual or a number? Do you use data collection to your advantage?

 

Hands shaking illustration statistic: 32% will walk away from a brand after just one bad experience

Source: PWC Publication

By differentiating yourself through Customer Experience you can gain a competitive advantage and by striving for CX Excellence, you are creating advocates for your company. It is important because according to PWC, 32% of customers will stop doing business with a brand just after one bad experience. Additionally, 9 out of 10 customers will leave you and not even bother to complain.

Even though customer expectations are rising it’s not too late to differentiate yourself through CX. 54% of customers claim that CX needs to improve in the majority of the businesses. This means that if you start your strategy to achieve excellent Customer Experience today, you have a chance to generate an army of advocates that will spread the word about how great your business is and get ahead of the competition … if they don’t do the same. 

To learn more about how you can achieve this, get in touch or check out our Professional Certificate & Diploma Courses. 

Internship with a Leading Irish Insurer

An exciting opportunity has arisen for a Customer/Employee Experience Intern to work in the Claims Dept of a leading Irish Insurer. The internship will equip you with the skills, knowledge and experience to become a valuable contributor to the success of our business while developing your own rewarding career as a CX/EX Professional. The intern will report to the Assistant Manager and will be involved in the implementation and delivery of Customer & Employee Experience projects within the department & influencing beyond into other Departments. The Team is a high-performing team that is focused on implementing multiple and varied change initiatives and projects. We are looking for a motivated individual who wants to use their skills and knowledge to influence and deliver a best practice program of excellent Customer & Employee Experience across the business.

 

Location:   Dublin/Hybrid working

 

The intern will:

  • Learn the role of Customer & Employee Experience (CX & EX) relating to the insurance industry;
  • Conduct customer surveys and analyse customer feedback to foster continued improvement;
  •  Identify solutions to enhance customer & employee experiences;
  •  Inform and influence CX & EX strategy;
  •  Support the Team through various project-related activities and administrative functions.

 

Education/ Areas of Study:

Customer Experience, Data Analytics, Business Administration, or related field.

 

Experience, Knowledge & Skills:

  • Possess excellent Word, Excel, PowerPoint, and Outlook skills;
  • Exhibit strong verbal and written communication skills within all levels of the organization;
  • Exhibit excellent project management skills and ability to advance multiple projects simultaneously;
  • Learn from experience to perform in new or changing situations;
  • Take initiative and set high standards for self;
  • Have a positive impact through self-awareness and social skills;

 

For more information or to apply please send your details to: 

julian@thecxacademy.org

 

CS is different to CX – How is UI different to UX?

We know that while there are similarities, CS and CX are not the same. Ideally, the difference between them would be black and white. Unfortunately we don’t live in a perfect world. Customer Service is certainly connected to CX but it mainly focuses on the technical and functional aspects of the customer journey; the CRMs, procedures, assistance and service provided to a customer. Customer Experience concentrates on the emotional aspect of the journey. CS will affect how the customer feels, of course, but when we are talking about strategy and design, Customer Experience is the umbrella term where the goal is to design an excellent experience for the customer so that they remain loyal and ultimately they become an advocate.

Likewise, UI and UX may seem a lot like each other, but are they?

Just as Yin and Yang are opposites but complementary forces in the ancient Chinese culture, so are UI and UX within Customer Experience design.

User Experience is an umbrella term that refers to the ease and intuitiveness with which an app or website can be used. User Interface focuses on the look and feel of said application to ensure the user will mostly find it aesthetically pleasing and enjoyable to look at. Understanding these differences will help with work organisation, goal setting and planning out the design process.

CXvsUXvsUI 01

 

A deeper dive into the differences 

UX focuses on the journey the user is taking through the use of the product. It keeps the user at the centre of all decisions, ensuring that the journey is ubiquitous to their life. The design process needs to take into account the level of computer literacy of the user as well as how the user interacts with the app or website. 

It may be a tired mother feeding a baby and trying to book flights at the same time. 

A good UX design will make the flight booking process easy, quick and painless to help the user out in these situations. The goal of a UX designer is to reduce the chance of the user getting frustrated and walking away from the product or service before completing the process of a purchase or sign up. 

UI deals with the visual aspects of the product. It has to represent the brand and be designed accordingly to company standards. It can have an indirect effect on the customer’s feelings, however this is not fully predictable. 

A very important distinction between UX and UI can be seen in our potential user example above. 

A tired, busy mother will have zero regard or care for whether the button is blue or yellow, whether the type is Arial or Helvetica or whether she sees an impressive and colourful illustration somewhere along the way of booking her flights. She will ignore all of these factors just to be done with it and get back to her baby. 

Unless a product is specifically designed for designers, artists or other subgroups for which the colour theory is of the utmost importance, the average user will more than likely either like it or not. 

That is as far as the emotional side of UI goes. 

If a button brings a user to an unexpected result, or if they have to fill out their address three times during the booking process, it will directly impact how they feel about the app, product and in turn, the company. 

digital part of business

 

How CX applies to the digital part of the business?

Excellent Customer Experience without an excellent digital experience for your customers is like Santa Claus. It doesn’t exist. 

To fully achieve CX Excellence, all touch points on the customer journey must be thought out and designed with the customer in mind. This includes UX/UI. 

It doesn’t have to be hard. In reality good research and ability to listen is half of what you need. Research will provide you with insights on what is missing within the experience with your product. While improving your UX design, you should be always creating solutions to a real problem, rather than making improvements based on your assumptions. 

Remember in today’s day and age everything is moving more and more towards the digital side. In the majority of the cases most of the customer journey will take place on your app or website. It would be foolish not to invest time and effort into making it easy and intuitive to use. 

Good UX design is vital for good CX design. Even if the customer has great trust in the company, if they will experience any difficulty in reaching the goal of their journey, more than likely they will go somewhere else. 

 

The answer

UI focuses on the visual. UX focuses on creating an intuitive and positive experience, in which UI can help. While CS is definitely not CX, it is a part of it. In order for you to reach CX Excellence you can never forget about any of these parts, as balance must be kept, just as in Yin and Yang. 

 

To learn more get in touch or check out our Professional Certificate & Diploma Courses