Information Week: Why So Many Customer Experiences Are Mediocre at Best
Melissa Copeland is featured in this article, along with others who share similar views on how to build exceptional customer experiences with the end-to-end customer journey in mind.
Melissa Copeland, founder and principal at customer experience consultancy Blue Orbit Consulting, says customer experience design should include three different perspectives: the customer, the company, and the employee.
“The magic is when all three [perspectives] are knit together in an ecosystem supported by processes and technology that make all these things happen quickly and synchronized,” says Copeland. “Savvy organizations start with an understanding of the customer and sample personas or profiles. From there, an organization can create desired customer experience and build the systems and processes to deliver that experience. The best experiences are often driven by looking at things from a customer perspective.”
Melissa offered a caution to companies who let themselves lose sight of customer experience.
Customer experience is a choice companies make. For example, have they gone overboard with automation or do they want to make it easy for the customer to reach a human? Is cost more important than customer satisfaction?
“When a company creates [an experience] based on what is cost effective or easy for the company rather than the customer, we get into a mismatch [of] expectations, language and often outcomes,” says Copeland.
