Hey everyone, welcome back to another episode of Design Product Marketing. I’m your host, Ben Allgood, and today, we’re diving into a topic that’s at the heart of every special and successful business: customer experience.

Let’s get something straight—customer experience isn’t just another corporate buzzword. It’s the very essence of what makes a company truly great. We’re not just talking about selling products here; we’re talking about creating experiences that people genuinely love. And as Steve Jobs once said, “You’ve got to start with the customer experience and work backward to the technology.” That’s a powerful reminder that no matter how advanced your technology or product is, if it doesn’t resonate with your customers, you’ve missed the mark.

So, today, I’m going to break down everything you need to understand, talk about, and deliver the best customer experiences. This is the stuff that separates the winners from the losers. Let’s get into it.

Let’s start by defining what we really mean by customer experience. CX is the sum of all interactions a customer has with your brand—from the moment they first hear about you to their last interaction with you. It’s not just about customer service, though that’s a part of it. It’s about the entire journey, including every touchpoint, every emotion, and every single perception they have along the way.

Think of CX like a beautifully designed product. The details matter, especially in the moments that matter the most. The craftsmanship matters. Consistency, personalization, and emotional impact; these are the pillars of a great customer experience. And remember, as Jobs put it, “It’s not the customer’s job to know what they want.” It’s our job to anticipate their needs, exceed their expectations, and deliver an experience that delights them at every turn.

Brands like Apple nailed this. They didn’t just build products; they built an ecosystem, a lifestyle. They made you feel something. That’s the power of a well-crafted customer experience. Think about Disneyland. Really think about it. Why does Disneyland get to charge thousands of dollars a week and hundreds of dollars per ticket while Six Flags can only muster twenty-five to sixty-five dollars a ticket? I’ll give you a hint: What do you call a janitor at Six Flags? Well, you call that employee a janitor. Now, what do you call a janitor at Disneyland? Some of you know, they’re called Cast Members. They’re almost virtually invisible, even in their all-white, pristinely clean uniforms and friendly faces. They may wish you a happy birthday if you’re wearing a pin. That experience turns Disneyland into a valuable brand that can command higher prices per visitor. It’s the difference between a 300-dollar daily ticket and a 60-dollar daily ticket. It’s why Disneyland can raise the price, but Six Flags will have difficulty doing so. Customer and User Experience is one of the main arteries of your brand. It’s how your brand looks, feels, sounds, and what people say about your brand when you’re not in the room.

Now that we’ve laid the groundwork, how do you take these principles and actually apply them? Let’s walk through some actionable steps.

Mapping the Customer Journey:

The first step is to map out your customer journey. This means understanding every touchpoint your customer has with your brand, from discovery to purchase and beyond. You need to walk in your customer’s shoes and experience your brand from their perspective. The mistake most teams make here is copying and pasting someone else’s journey with key phases—don’t do that. Make a journey that maps out your customers’ experiences, from learning about you to understanding every touchpoint and every interaction. We need to know our customers better than they know themselves.

Start by identifying the key stages of the customer journey: Awareness, Consideration, Purchase, Retention, and Advocacy. Then, for each stage, map out the touchpoints. Where do customers first hear about you? How do they research your products? What does the purchase process look like? What happens after the sale?

Tools like customer journey maps or experience maps can be incredibly helpful here. These visual tools help you plot out the entire experience, identify pain points, and spot opportunities for improvement.

Gathering and Analyzing Customer Data:

Next, gather data at each touchpoint. This could be quantitative data like website analytics, transaction histories, or customer satisfaction scores. But don’t overlook qualitative data—customer interviews, feedback forms, social media comments. This is where you get the stories behind the numbers.

Use this data to identify patterns. Are there common pain points? Where do customers drop off in the journey? Are there touchpoints that consistently receive high praise? This analysis will give you a clear picture of where your CX is strong and where it needs improvement.

Implementing a Seamless Omnichannel Experience:

Customers today interact with brands across multiple channels—online, offline, mobile, social media. It’s crucial that these channels are not just available but are integrated seamlessly. An omnichannel approach ensures that whether a customer starts their journey on your website, continues it on a mobile app, and finishes in-store, the experience is cohesive and consistent.

One brand that does this well is Disney. Their My Disney Experience tool connects the physical and digital worlds seamlessly. You can plan your entire trip online, book FastPasses, and then use a MagicBand in the park to access everything. It’s one continuous experience, no matter the channel.

Empowering Employees to Deliver Exceptional CX:

Your employees are the frontline of your customer experience. They need to be empowered to make decisions that benefit the customer. This means giving them the tools, training, and authority to solve problems on the spot.

Zappos, for example, is famous for its customer service. Their employees have the autonomy to go above and beyond, whether it’s sending a free pair of shoes or writing a handwritten thank-you note. This kind of empowerment can turn a standard customer interaction into a memorable experience.

Leveraging Technology to Enhance CX:

Technology can play a huge role in enhancing customer experience, but it should never replace the human touch. Tools like CRM systems, chatbots, and AI can help personalize experiences, streamline processes, and provide faster service. But the key is to use these tools to augment, not replace, the human element.

For example, a chatbot can handle simple customer inquiries 24/7, but complex issues should still be escalated to a human agent who can provide personalized service. Every major project or effort should be aligned to your CX strategy and where you are targeting for improvement. If you can’t map it back to the customer, you need to be able to explain why and question if that’s what you should really be doing. There are some pretty amazing technologies out there for CX – Totango, Qualtrics, Gainsight, and Salesforce. What you should use depends on your current technology stack, budget, and needs.

Continuously Measuring and Refining CX:

Finally, customer experience isn’t a one-time project; it’s an ongoing process. You need to continuously measure and refine your CX strategy. Set up KPIs like Net Promoter Score (NPS), Customer Satisfaction (CSAT), and Customer Lifetime Value (CLTV) to track performance.

Regularly review customer feedback, market trends, and internal processes. What’s working? What’s not? What can be improved? Make it a habit to revisit your customer journey maps, update them with new data, and iterate on your strategies.

Alright, now that we’ve covered the foundational elements, let’s explore some advanced strategies that can take your customer experience to the next level.

Creating a Customer-Centric Culture:

To truly excel at CX, it needs to be part of your company’s DNA. This means fostering a customer-centric culture where every decision, from the boardroom to the frontlines, is made with the customer in mind.

This starts with leadership. As a leader, you need to champion customer experience. Make it a key part of your company’s mission and values. Communicate its importance regularly, and lead by example. When your team sees that customer experience is a top priority for leadership, it will become a priority for them as well.

One way to embed this culture is through storytelling. Share success stories of how exceptional customer experiences have led to positive outcomes, both for the customer and the company. Celebrate employees who go above and beyond for customers. These stories reinforce the importance of CX and inspire others to follow suit.

Anticipating Customer Needs with Predictive Analytics:

Predictive analytics can help you anticipate customer needs before they even arise. By analyzing past behavior, purchasing patterns, and other data, you can predict what a customer might need next and proactively offer it to them.

Amazon is a master of this. Their recommendation engine uses predictive analytics to suggest products based on your browsing and purchasing history. This not only increases sales but also enhances the customer experience by making it easier for customers to find what they need.

You can apply predictive analytics to your business by using tools like machine learning algorithms and AI. Whether it’s recommending products, predicting when a customer might churn, or identifying upsell opportunities, these insights can help you deliver a more personalized and proactive experience.

Building Emotional Connections with Customers:

We’ve talked about the importance of emotional impact, but how do you build those connections? One powerful way is through brand storytelling. Your brand story isn’t just about your company’s history; it’s about the values, mission, and purpose that drive everything you do.

Brands like Nike excel at this. Their campaigns aren’t just about selling shoes; they’re about inspiring people to push their limits and achieve greatness. When customers see themselves reflected in your brand story, they form a deeper emotional connection with your brand.

Another way to build emotional connections is through community building. Create spaces where your customers can connect with each other and with your brand. This could be through social media groups, forums, or live events. When customers feel like they’re part of a community, they’re more likely to stay loyal to your brand.

Leveraging Social Proof to Build Trust:

Social proof is a powerful tool for building trust and credibility. People are more likely to trust your brand if they see others—especially people they respect—endorsing it. This could be through customer reviews, testimonials, case studies, or influencer partnerships.

Encourage your satisfied customers to share their experiences online. Highlight positive reviews on your website and social media. Consider partnering with influencers or industry leaders who align with your brand values and have a strong following.

But remember, authenticity is key. Social proof works best when it feels genuine. Don’t just pay influencers to promote your product; build real relationships with them and their followers.

Using Gamification to Enhance Engagement:

Gamification can be a fun and effective way to enhance customer engagement. By incorporating game-like elements into your customer experience, you can make interactions more enjoyable and encourage repeat behavior.

For example, loyalty programs that use points, badges, or levels are a form of gamification. Starbucks’ Rewards program is a great example. Customers earn stars for every purchase, which they can redeem for free drinks. The more they spend, the more stars they earn, which encourages repeat purchases.

You can apply gamification in various ways—whether it’s through a loyalty program, a referral program, or even an interactive element on your website or app. The key is to make the experience engaging and rewarding for your customers.

Now that we’ve covered advanced strategies, let’s revisit some common pitfalls that companies often fall into when trying to improve customer experience—and how you can avoid them.

Focusing Too Much on the Product, Not Enough on the Experience:

It’s easy to get caught up in developing the best product possible, but if you neglect the experience surrounding it, you’re missing out on a huge opportunity. Remember, “You’ve got to start with the customer experience and work backward to the technology.” Don’t lose sight of that.

Take a step back and look at the entire customer journey. Are there areas where the experience could be improved? Is the product easy to use? Is the support seamless? Make sure the product is part of a larger, positive experience.

Ignoring Customer Feedback:

Gathering feedback is one thing, but if you’re not acting on it, you’re wasting time and missing valuable insights. The customer’s voice is your North Star—don’t ignore it. This is why it’s important that you use your own product, or drink your own champagne as they say, and make sure you know what your competitor’s customer experience is if possible. Do the research.

Create a system for regularly reviewing customer feedback and taking action. This could be a weekly meeting where you discuss customer feedback and decide on improvements. Make sure your customers know you’re listening by following up with them and letting them know what changes you’ve made based on their feedback.

Inconsistent Experiences Across Channels and People:

Customers interact with your brand across multiple channels—online, offline, mobile, social media—and they expect a consistent experience across all of them. If you drop the ball anywhere, you’re creating frustration and confusion.

Invest in an omnichannel strategy that ensures consistency across all touchpoints. This might involve integrating your CRM with your marketing and customer service platforms, so everyone has access to the same customer information.

Remember, consistency breeds trust. Trust breeds loyalty. And loyalty breeds profit. Simple as that.

Overlooking the Human Element in Technology:

While technology can enhance CX, it should never replace the human element. Customers still value human interaction, especially when dealing with complex issues or making significant purchases.

Ensure that your technology complements rather than replaces the human touch. Use chatbots to handle simple inquiries, but make it easy for customers to escalate to a human when needed. Train your customer service team to use technology as a tool to enhance, not replace, their interactions with customers.

Failing to Evolve with Customer Expectations:

Customer expectations are constantly evolving, driven by changes in technology, market trends, and cultural shifts. What was considered excellent customer service a few years ago might be seen as standard or even outdated today.

Stay ahead of the curve by regularly researching market trends and customer behavior. Innovate and adapt your CX strategies to meet the changing needs of your customers. Be proactive, not reactive, in improving your customer experience.

Alright, that’s it for today. We’ve covered a lot—what customer experience is, how to talk about it, and most importantly, how to deliver the best experiences possible.

But here’s the bottom line: A great customer experience is not just a competitive advantage—it’s the only advantage. Start with the customer, and let that guide everything you do.

And never forget, “You’ve got to start with the customer experience and work backward to the technology.” That’s your mantra.

If you found this episode valuable, I’d love for you to share it with your team or anyone who could benefit from a better understanding of CX. And as always, feel free to reach out with your thoughts, questions, or feedback. You can find all the resources we discussed today on the podcast website at designproductmarketing.com.

Thanks for tuning in to DesignProductMarketing, where we uncover the secrets to mastering the world of design, product, and marketing. Until next time, keep pushing the envelope—and keep your customers at the center of it all.