The Macquarium Blog | User Experience

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

How Marketing Copy Improves Customer Experience

Posted by Rebecka Wilson on Sep 21, 2016 7:56:59 PM

Brands build and nurture their relationships with customers by paying a lot of attention to the customer’s experience across all touchpoints. I was reminded in a recent email, just how important copy and messaging can be in surprising and delighting the customer.


The messaging in a brand’s automated emails can be dry and boring, or it can used to endear you to the brand. A strong brand voice and marketing messaging strategy creates copy that not only informs a customer, but also entertains or amuses them, demonstrating that the brand understands their customers and wants to deepen their connection with them.

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Topics: User Experience, Digital Marketing, Customer Experience, Copy, Email

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

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

A Goal Without A Plan Is Just A Wish

Posted by sharon.carter on Jul 8, 2015 4:25:21 PM

In my previous post on Object Oriented UX, I discussed defining objects from your requirements to create a modular system. Now lets look at how you can take those objects in conjunction with actions to create an interaction model that maps out the overall UX architecture. Thus creating a plan to achieve the goal of a better process to deliver exceptional products and services.

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Topics: User Experience, Digital Products, Research & Insights

Customer Journey Mapping

Posted by steve.perry on Jul 6, 2015 1:47:11 PM

 

Because Knowing is Half the Battle

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Topics: User Experience, Service Design, Customer Experience, Innovation, Research & Insights

What Is Object-Oriented Experience Design?

Posted by sharon.carter on Apr 23, 2015 11:48:33 AM

When you hear someone talk about object-oriented design, you may jump to the conclusion that they are speaking about coding. Object-oriented thinking has been around for a long time on the development side of the house, but it’s time that user experience picked up the practice too. Let’s start with a definition of what object-oriented means, and then we’ll look at how this can be applied to user experience, design, and development.

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Topics: User Experience

Leave Your Ego at the Door

Posted by christian.sabyan on Mar 27, 2015 6:11:21 PM

I’m not a big self-promoter. I’ve always been like that—shying away from “me-talk” and diverting the conversation to discuss some of your accomplishments. I find that I get to know people a lot better and, thus, feel a lot closer to them when I do so.

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Topics: User Experience, Culture