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BLOGS · Nordic Morning

Lead your business by putting your customer in front


By: Sérgio Tavares, Senior Researcher, Ottoboni Finland

How does combining lean design principles and business design, help (companies) find the activators that will make up the perfect customer experience – especially when they want to develop their business?

During the last years we, in Ottoboni, have researched and developed a framework for managing and leading customer experience. Our goal was to build a research model, which would provide customer understanding and deep insight analysis, as well as, create tools needed for developing business.

We started producing fewer reports, while creating more action manageable analysis. Our main mission, as project leading researchers, was to develop clear working methods and research processes.

For this blog, I have collected below some of our clients’ realizations, that came as outcomes of our joint projects. Shortly, I have summarized the main principles of our successful results.

The blind spots of customer journeys are made visible, when we connect customer’s experience to raw data

With each project we’ve done, we have had the chance to utilize detail specific data from our clients’ business, and through that a large example of the population’s demographics. Our clients usually have large amounts of user data in their disposal, but can rarely link it to the daily affecters that actually produce the customer experience.

When we analyze in more depth the data collected, we see that these “data packages” usually give us a good view of the current customer experience situation, but rarely show and bring out the so-called blind spots. To identify and visualize these blind spots is vital to understand what the big picture (of a business or customer experience is).

Our developed research model, does exactly this – it measures the real customer experience. It combines the key elements of digital thinking, usability and service experience.

We noticed that for the best result, we rarely use one or two methods & tools – but more so a combination of different methods and cross validations. For ex. We use tools and methods such as biometric analysis, GoPro video footage, emotion graph analysis and ethnographic methods.

Moments are more important than contact points

Instead of concentrating solely on traditional and generic customer journey touch points, we divided them into journey moments:
Preparing for the experience, moments before the experience, the experience itself etc.

Dividing into moments allows us to identify and witness key moments in the experience that we can affect. For ex. Context targeted offers, advice and sales possibilities.

Feelings are key points

As we know, feelings play a key role in all (even the most rational) decision-making situations. Exactly because of this we not only map the customer journey and it’s affecters, but also the feelings felt in each moment and stage of the journey.  

By mapping the positive and negative feelings, we can assure and strengthen our understanding of the decisions made in each moment and stage of the customer journey. To develop customer experience, it is vital to know how and when can feelings be affected proactively.

A more attached way of conducting research

In our clients’ briefs, they usually ask us “how can we link our daily work actions and activities to better customer understanding”?

Our answer to this is; clear info graphic and mapping on the customer journey. With these means, we can show to all stakeholders how the customer journey works and succeeds, as well as, how clients really experience the journey.  

Most importantly, everything is documented and written as actionable points, that can be compared and measured horizontally across the organization. Pain points can be handled, and the way they are dealt with can be developed according to the expectations of customers. This motivates our clients’ management to see their business together and finally through the eyes of their own clients.

To end, I would describe our achievements as fascinating. I chose the word “fascinating”, as the results were not measured only through numbers, but also they were evident in the effect they had on our clients’ company culture.

Numbers were, of course, a key role in the measurement – but was more fascinating was the coherence that our projects have brought – they have literally brought people from different units together – and have attached them to a common business goal.  Attachement is important, as customer journey mapping and the eye opening results are only the first steps into developing businesses into customer centric.

Download our free white paper booklet on customer journey mapping:

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