Design has become increasingly more complex. We’ve gone from simply worrying about what typeface to use and what grid to put it on, to thinking about how accessible our design is, how well it enhances the underpinning layer of UX, how it reduces customer effort, and how well it’s advocating a better brand. In my quest to become a more conscientious designer in this busy, complex world, I’ve found a few invaluable resources that I’d like to share. Specifically, I’ve found three books to make anyone a better UI designer.
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%.