“70% of the shopping experience is how you felt treated.” So started our SlashGirl Sandra Izquierdo the new course of SlashFridays after the summer break. This session was dedicated to the customer experience (CX) and today we want to share with all of you what we have learned. In a market as competitive as the current one, especially the one of the apps, we must take very into account the expectations and needs of the user. It is important to keep in mind that the user will not pay for an app itself, but for the problem that it solves. And that’s where the customer experience comes into play.
Let’s start by knowing what the customer experience is and who deals with it within the company. With the definition of customer experience happens the same as the truth: everyone has one. We define it as the Hundred Hand Slap Effect as it is composed of several points of contact with the user, one of them the mobile. There may be the mistaken impression that it is the designer who designs the experience, but this is not so. The designer creates the ecosystem for that experience to occur in a certain way, but who truly generates the experience is the user. Thus, the customer experience is not only a person, but is the task of an entire team with disparate talents.
As we have already mentioned, the customer experience is built from several points of contact with the user. These would be the 6 branches:
- Customer Knowledge
- Corporate Policy
- Company culture
Focusing on the mobile environment and application development, to carry out an appropriate customer experience is necessary to define people. In other words, we must consider who is the user of our app and define it: what sociodemographic characteristics it has, what is its predisposition (or not) to use our app, what barriers can find when using it, etc. For this, it is sufficient to describe 3 users type or buyer person. With this we will be able to cover 70% of the spectrum of possible users. Adding more profiles does not contribute more valuable information, only more contrasted. To carry out this task we can help with tools like Xtensio.com.
Defined our users, it is also necessary to define our customer journey or the route map of the user. Thus we will know the moments or points in which it interacts with us and, analyzing them we can improve their experience. We will discover when there is danger of abandonment of the app, how much you run the risk of feeling lost, or also when your experience may be more positive. With this we can identify areas for improvement for future updates of the app, for example. To carry out this task, there are also very useful tools like Smaply.com