customer experience design

A few weeks ago, I wrote about Seth Godin’s concept of finding your Who, which is all about identifying who your products are for. The Who isn’t defined by demographics but by psychographics: their (customer) beliefs, their dreams, their desires. It’s a reminder that developing personas is so important to customer experience design. And it’s a reminder that we should be finding products for our customers, not customers for our products.

WHY PERSONAS

Personas…

Back in 2019, I shared an excerpt from my book, Customer Understanding: Three Ways to Put the “Customer” in Customer Experience (and at the Heart of Your Business, that outlines the various types of maps that you may encounter or use in your work to understand and redesign the customer experience.

You keep reading and writing and saying “digital transformation.” Do you know what that means?

In September 2019, I did a keynote titled “Marketing in the Era of Customer Experience” for an American Marketing Association (AMA) event. In that keynote, I talked about the 10 realities of marketing in the era of customer experience. The tenth item I talked about was titled, “Digital Schmigital.” I got a few chuckles and a bunch of “bravos” out of that one.

Are you using journey mapping to design a better future-state experience and to deliver new value for your customers – with your customers?

Are you making this mistake when journey mapping?
We already know that people are making mistakes when they’re journey mapping. I’ve outlined several of them in past posts:

5 Myths of Journey Mapping, in which I wrote about: