User experience encompasses all aspects of the end-user’s interaction with the company, its services, and its products. It is an approach that puts the user at the center of the design process and incorporates user concerns and advocacy from the beginning. User experience includes everything that the user can experience – the visual appearance, interactive behavior, and assistive capabilities.
According to Forrester Research:
“70% of projects fail due to lack of user experience.”
– Rich Internet Application Errors to Avoid, 2008
“Every dollar invested in UX brings 100 dollars in return.”
– Customer Experience Index ranking Watermark Consulting, 2013
Your customers are having an experience with your brand, products and services regardless if you are consciously managing it. Organizations that purposely determine and develop the experiences that they deliver to their customers have higher customer satisfaction, loyalty, advocacy and consistent long-term growth.
Companies like Apple, Amazon, Starbucks, Disney, Macy’s, Whole Foods, etc. all deliver exceptional experiences to their customers. They do it by thoughtfully determining, crafting and continuously measuring the experiences they create. They know all their touch points with their customers – and they know their customers intimately. They do this by listening to their customers across all channels and devices and constantly evolving their services and products – in real-time or near real-time and customize them to the individual. They sort through big data and use predictive analytics to help them make good decisions and automate the process as much as possible.
Like this conversation? We will be discussing this and more on Real Talk San Diego 1700 AM with host Clare McKee Friday, December 4 at 11 am.
If you are interested in a one-day, hands-on course to learn how you can create long-term sustainable market and revenue growth by delivering experiences that attract and delight your customers into advocates then join us for a UX Boot Camp Saturday, January 23 in San Diego. Learn more at www.uxbootcamps.com.