Learn about the three fundamental tools needed to create an experience operating system: a target archetype, a journey map, and experience principles.
- A great customer experience relies…on an organization's deep understanding of their customer.…After all, how can you build a relationship…with someone you barely know?…So to get to this deep level of understanding,…organizations use insights from contextual research…to create archetypes.…Archetypes describe patterns of behaviors, attitudes,…and motivations shared between people.…Traditionally, they were used by marketers as a way…to trigger symbolic images in the minds of customers.…So to anchor the brand against something iconic…like Harley Davidson and The Outlaw,…or Nike with The Hero.…
But this methodology has since been adapted…by design-led businesses to make it easier…to truly empathize with their customers when designing…experiences.…That's why when building archetypes,…we seek to capture higher order needs like affiliation,…belonging, or self-fulfillment.…As these will do the heavy-lifting…in establishing the deep trust that's necessary…to create a lasting relationship.…Lower order needs like convenience…
In this course, frog's director of strategy, Geoffrey Schwartz, introduces you to customer experience and why it's important in today's hypercompetitive world. Geoffrey breaks down the different components that make up a customer experience, like archetypes, activities, interactions, and experience principles. Throughout the course, he uses real-world examples to demonstrate how those components come together to form a company's relationship with their customers.
At the end of the course, you'll have the foundational tools needed to take a holistic view of an organization's customer experience and identify opportunities that can deepen relationships and drive loyalty.
- What is customer experience (CX)?
- Why is customer experience important?
- The business value of customer experience
- The core components of customer experience
- Building empathy for customers
- Engaging customers on an emotional level
- Tools for organizational alignment
- Designing meaningful products and services
- Identifying opportunities for innovation and customer loyalty
- How to build strong customer relationships