Experiential marketing is focused on one-off stunts. User experience is focused on improving the product/service interaction. Customer experience management is focused on making products and services intuitive, easy and convenient. Experience operating systems are focused on the rationale for operating systems are the point of emphasis for the course.
- Before we can understand customer experience, we have to understand the context of our world that has made it so important. Over the last several decades, technology has democratized information and shifted power from the hands of businesses to the hands of customers. Open access to information on price, product, and quality of experience has empowered customers to demand more from organizations. Where before we drove to the story, perused their selection and assumed that the price and quality of our purchase would meet expectations, we now rely on Amazon as our shopping advisor, checking its prices and reviews before plotting a purchase and trusting the immediate gratification of next-day delivery to our doorstep.
As new products, services, and companies like Amazon have emerged in response to this demand, our expectations continue to heighten. We go so far as to use our experience with Amazon as a benchmark for evaluation, asking ourselves why can't everything be delivered in a day without impacting price. As customers have become empowered, companies have had to shift their focus to properly respond to those new and rising expectations, forcing many organizations to move from being company-centric, oriented around the needs of the organization, to being customer-centric, taking an outside-in approach to designing experiences that meet customer needs.
Customer experience is a practice born out of this change in the market as being customer-centric has become critical to remaining relevant.
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