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Catriona Wallace of Fifth Quadrant believes that it is currently an “interesting time in business.” In a recent interview on the herBusiness podcast, Catriona explained that businesses have come to realise that “it is all about customer experience” and that it is no longer enough to do mass marketing and selling of products. Catriona says the best way we can improve customer experience is to engage in ‘human-centred design’ or ‘customer experience design’, which involves bringing consumers into the business to design the end user experience, ensuring it relates to them. Wallace says “it is impossible to see the value in your customers without involving the customers in the process.”
Catriona identifies six components to the customer experience:
- how the organisation communicates with consumers,
- how the product is tailored to the consumer,
- what channels of communication customers prefer,
- how effective are the processes,
- how values do customers feel, and
- what price is paid (or value is received) for the whole experience.
Listen to this herBusiness interview with Catriona Wallace to learn:
- The different customer-communication channels that are now open to
- What we do to improve customer experience
- Where to start with ‘designing’ extraordinary customer experiences
- The role that feedback plays in constructing customer experience
- What is overlooked in creating consumer experience by organisations
