The Macquarium Blog | User Centered Design

What is the value of Customer Delight in self-service experiences? (Hint: not as valuable as you might think)

Posted by carlos.pimenta on Jun 26, 2017 2:03:00 PM

Find yourself in a group of customer experience (CX) professionals, and phrases like “delighting the customer” or "creating moments of wow” will pepper the discussions. You will learn that delighting your customers will result in increased loyalty, share of wallet and a positive word of mouth.  Few would argue that delivering a great CX provides you a competitive edge, but what return should you expect from delighting the customer?

 

Customer Expectations and "Moments of Wow”

At the Customer Experience Professionals Association’s conference in Phoenix this year, the Corporate Executive Board presented some interesting insights from The Effortless Experience.  The author of the book Matt Dixon cited a study with over 125,000 people who had interacted over the phone with contact-center representatives or through self-service channels such as the web, voice prompts, chat, and e-mail.

 

Conventional wisdom is that exceeding customer expectations deepens loyalty, however the study detected only a slight increase in loyalty after customer expectations had been met. It turns out that creating delight consistently is difficult and only succeeds in 16% of the interactions with an incremental operating cost between 10 to 20%.

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Topics: User Experience, Customer Experience, User Centered Design, CX, UX

Moving Beyond Mobile Apps

Posted by carlos.pimenta on Jul 20, 2016 2:54:29 PM

I have a severe case of "App Fatigue." While I enjoy discovering new mobile apps, the new app inevitably joins dozens of others languishing in trailing screens or folders. My seldom-used apps take up space on my phone and keep my wireless company happy by consuming bandwidth quota during countless app upgrades.

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Topics: User Experience, Service Design, Design, User Centered Design, Mobile

The Most Valuable Word for Marketers in 2016 : USEFUL (How new behavioral economics research & user-centered design will impact your strategy this year)

Posted by Julie Hadden on Jan 20, 2016 7:11:59 PM

 

As we begin the new year, here’s a shout-out to a word that has held its own, humble and steadfast through all trendy buzzword storms. Let it lead us through the next 12 months as a guiding principle:

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Topics: User Experience, Digital Products, Digital Marketing, Customer Experience, Research & Insights, User Centered Design, Behavioral Economics

How to Plan and Run Customer Journey Mapping Workshops

Posted by steve.perry on Dec 7, 2015 10:26:47 AM

 

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Topics: Service Design, Innovation, User Centered Design

5 Techniques for Digital Product Innovation

Posted by steve.perry on Oct 20, 2015 6:15:20 PM

 

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Topics: User Experience, IT, Product, Customer Experience, Innovation, User Centered Design

6 Steps to Design Enterprise Applications for Adoption

Posted by carlos.pimenta on Oct 6, 2015 5:29:42 PM

 

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Topics: User Experience, IT, Adoption, Design, User Centered Design, Enterprise UX