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Designing the Aspirational Customer ExperienceAfter Gaining New Insights, Companies Must Translate Them into Experience That Works
Bill Quinn, Director – Customer Experience Solutions, Global Consulting Practice, TCS
November 2015
As customer expectations evolve, companies need to perpetually refine their ‘aspirational’ customer experience.
Social data provides new insights into customer expectations.
To turn these insights into experiences that work, businesses must use the right tools and techniques to tailor customer interactions.
Customer Experience, 2015
Introduction: Aspirational Experience Design
An engagement map is a key tool for designing aspirational customer experiences (CX). It helps companies identify capabilities that will deliver a differentiated customer experience.
Customer Experience, 2015
Engagement Mapping
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Engagement maps use data to develop segment profiles, define customer preference criteria, and evaluate channel performance.
Maps provide competitive analysis, and identify reasons for customer churn.
Using such maps ensures improved experience design and sparks innovation.
A large retailer believed it had fallen behind competitors in responding to customers who used smartphones. By using engagement maps, it realized that its customers preferred text messaging. The insight prevented the retailer from investing in expensive unnecessary capabilities.