BlogCustomer Satisfaction

Customer Experience Design: Building a Customer-First Culture

Luca MicheliJan 08, 2024
Customer Experience Design: Building a Customer-First Culture

The SaaS industry is fiercely competitive, with many players vying for market share by offering similar products and services. In this challenging environment, delivering a superior customer experience is crucial to setting yourself apart from the competition.

Customer experience design helps you capture the attention of potential customers, retain existing customers, optimize the customer journey, and create a seamless, delightful experience from start to finish. 

By putting customer pleasure first, you may increase client loyalty while decreasing churn, assuring a consistent revenue stream in the long run. 

Customer satisfaction tools like Customerly can help you collect and analyze customer feedback to comprehend their pain points further and enhance your products or services.

We provide a powerful platform to assist you in gathering essential data, creating tailored experiences, and measuring the impact of your customer experience activities. 

Start a free trial today to evaluate all features.

In this article, we will dive into customer experience design, exploring its various components and how it differs from related fields such as user experience (UX) and service design. 

We will also discuss the numerous benefits of effective customer experience design, the key challenges, and best practices to help you succeed, and how Customerly boost your customer experience strategy.

What is customer experience design?

Customer experience design includes optimizing every interaction that a customer has with your business to create positive and memorable experiences, both online and offline. 

It involves taking a holistic approach to the customer journey, considering every touchpoint from the initial discovery of your business all the way through to the point of purchase and beyond.

The three main components of customer experience

To define the customer experience, we can divide it into three essential parts: discovery, engagement, and delivery.

In the discovery phase, prospective clients learn about your business and what you offer. This stage involves generating awareness through advertising and promotional activities.

Engagement refers to all interactions between the customer and your business throughout their journey. It encompasses customer touchpoints such as website visits, social media activity, customer support discussions, and other communication.

Delivery is the final stage in which the customer receives the purchased product or service. It includes factors such as delivery time, product or service quality, and ease of use.

How successful these aspects are can influence how customers perceive your brand. 

To improve customer satisfaction and loyalty, it’s important to intentionally design and optimize each component, which can result in repeat business.

The difference between UX and CX

ux vs cx differences

While user experience (UX) and customer experience (CX) are often used interchangeably, they are different concepts. 

UX design specifically focuses on creating a seamless and enjoyable user experience when interacting with a digital product or service

On the other hand, CX design is much broader in scope, encompassing all digital and physical touchpoints that customers have with a company.

UX vs CX vs service design

UX vs CX vs service design

Service design is often associated with UX and CX. 

Nevertheless, it goes beyond these concepts by creating an all-inclusive service experience involving customer-facing activities, behind-the-scenes operations, and the internal processes that support them.

Although there is some overlap between CX and service design, the latter is more extensive in scope and focuses on the strategic and operational components of delivering an exceptional customer experience.

The benefits of customer experience design

Designing a positive customer experience can lead to several benefits, including increased customer loyalty and retention, improved brand reputation, and reduced churn rates. 

Additionally, it can help you attract new customers and increase revenue through word-of-mouth referrals and positive reviews. 

Focusing on customer needs and preferences allows you to differentiate yourself from rivals and build long-term customer relationships.

The challenges with customer experience design

Developing a distinctive customer experience comes with various challenges, including maintaining consistency across all touchpoints in line with the brand strategy.

Achieving a balance between automation and efficiency while delivering a personalized and emotionally engaging customer experience can also take time and effort.

Establishing a customer-centric culture can be equally demanding, requiring support from every level of your organization.

In the following section, we will discuss how to initiate the process of designing customer experiences, considering the hurdles that may arise along the way.

Designing customer experience strategy

Creating a customer experience strategy involves defining the target customer, identifying customer needs, creating customer personas and making customer journey maps.

This process should be data-driven and involve input from cross-functional teams. 

You should also align your customer experience strategy with your overall brand strategy and business goals to ensure it supports your company’s mission and vision.

Conducting customer research and gathering insights

Customer research assists you in understanding your customers’ preferences so you may develop the best customer experience possible.

You must define your study objectives and choose the most suitable research methodology.

For example, you can collect customer feedback using online, phone, or in-person surveys. It allows you to quickly and efficiently gather large amounts of data, providing significant insights into client happiness, preferences, and behavior.

Another possibility is to hold focus groups to explore customer experiences and opinions about your products or services. It lets you better understand how customers perceive your brand.

Finally, you can use customer experience analytics tools like Customerly to analyze data, identify patterns and trends in customer feedback, satisfy customer expectations and boost their happiness.

You just need to create a free account to start using our platform.

Developing customer journey maps

Once you have gathered insights about your users, you can develop a customer journey map. 

It is a visual representation of the various customer touchpoints with your business, from initial awareness to post-purchase service.

Once you have determined the touchpoints, map out the customer’s journey through each touchpoint. Specify the customer’s goals, expectations, and emotions at each touchpoint and any pain points or friction areas.

It lets you identify chances to improve their experience and happiness.

Building a thriving customer experience team

It involves locating people with the required talents and mindsets. You must identify individuals who are customer-oriented and have strong communication skills.

Some functions include customer experience designer, user experience designer, customer insights analyst and customer service representative.

In addition to hiring the right people, it’s crucial to provide your team with the resources and support they need to succeed. 

It may include providing training and development opportunities and access to tools and technology to help them deliver exceptional experiences.

Customerly is one solution that can double up your team’s productivity and efficiency. Let’s explain how it works.

How Customerly facilitates your customer experience design

Customerly is a versatile software that combines customer service, customer satisfaction, and marketing automation tools in one platform.

We help you engage customers using multiple digital channels, including email and live chat and deliver a consistent experience across all contact points.

You can handle all incoming customer inquiries in one place, ensuring you respond quickly and efficiently to customer needs.

With our reporting and analytics features, you can track key metrics such as response time and resolution rates and gauge customer happiness to optimize your customer’s experience.

Start your free trial to access our platform.

Providing the best customer service 

By blending customer service automation with a human-first approach, Customerly helps you improve your customer service experience and meet customer expectations and needs, ultimately leading to higher satisfaction and loyalty.

Let’s share some key features.

Intelligent live chat

Our live chat helps you reduce the workload for your team and quickly reply to repeated requests. You can: 

  • Customize live chat to align it with your branding
  • Enable web, mobile or email notifications and respond promptly and efficiently to customer inquiries
  • Save time and streamline customer service with automated responses to frequently asked questions
  • Increase productivity and consistency using canned response templates
  • Deliver personalized answers that resonate with customers

With our built-in editor, you can optimize your chat messages using various font styles and inline images or include docs, media and other visual elements. 

It helps increase customer engagement with your SaaS business and boost customer satisfaction metrics

Video live chat

Our video live chat feature helps you resolve issues in real-time and create stronger customer connections through face-to-face conversations, leading to enhanced experience, repeat business and positive reviews from loyal customers.

With our video live chat, you can:

  1. Provide customers access to HD real-time support on desktop and mobile devices while interacting with your business
  2. Impress visitors with a professional HD video chat, adding a human touch to your SaaS customer service
  3. Save time and hassle using a solution compatible with all web browsers 
  4. Share screens seamlessly without additional software installations

To learn more, read our video live chat guide.

Unified inbox

Customerly conversation inbox

Our conversation inbox helps you connect with your customers in one place and respond quickly and effectively to any issue they may have. 

You can:

  • Ensure consistent and timely responses across all support channels 
  • Improve efficiency and productivity by eliminating the need to switch between multiple tools and platforms
  • Use smart assignment rules to delegate tasks to your customer service team automatically
  • Use internal notes to collaborate with your team and keep track of important information
  • Share relevant help center articles with customers to address their concerns quickly
  • Add some personality to your messages with GIFs and emojis, and make your messages stand out

You can seamlessly connect Customerly to your CRM software to instantly access customer information and get a 360-degree view of their history, interactions, and preferences to boost personalization.

All you need to do is start your free trial to access these features.

Help center

Customerly help center

Our help center, integrated into the live chat, enables you to save time and increase efficiency by providing a centralized knowledge base for your customers to find answers independently without contacting your customer support team.

You can:

  1. Create articles based on customers’ queries
  2. Develop content ideas based on failed searches
  3. Include various types of content, such as videos, text, code, or GIFs
  4. Manage your content in a simple and intuitive way
  5. Keep your help center organized and user-friendly
  6. Match customer requests with your articles automatically
  7. Use team reports to assess your performance

With our platform, you can also effortlessly create a visually appealing self-serve website to assist your customers and even use a custom domain for your website, giving it a professional and personalized touch.

Start your free trial to create your first article.

Measuring and improving customer satisfaction

Our automated tools allow you to monitor client happiness and gather input to improve your offer. It lets you comprehend customer demands and make intelligent decisions to boost their experience.

Let’s look at some of our key features.

In-app surveys

Customerly in-app surveys

With Customerly, you can run in-app surveys through live chat and gather real-time customer answers. Some examples include the product-market fit survey and the CSAT survey.

You can use advanced filters to target your desired audience. Additionally, you can customize our in-app survey templates to meet your specific needs or create a survey from scratch. 

Our software lets you create question logic and control when to send or stop your survey delivery. 

You will receive comprehensive reports to evaluate your overall performance and access to user-level reports to understand individual customer feedback.

These reports help you understand how to improve various business aspects, such as customer onboarding or product adoption, to boost your customers’ happiness.

Start your free trial to see how it works.

Measuring NPS

measuring NPS

You can use NPS (Net Promoter Score) to measure customer loyalty and identify which customers will likely recommend your products or services to others. 

It can help you understand how satisfied your customers are with your offerings and identify areas for improvement. 

By tracking your results over time and evaluating the number of your NPS detractors, you can see if your efforts to improve customer happiness are working or if you need to adjust your strategy.

Our Net Promoter Score feature lets you:

  • Customize, schedule and send NPS email surveys automatically
  • Filter the feedback based on the most important criteria 
  • Apply your own rules to segment your feedback
  • Quickly check your new promoters 
  • Convert customers with negative views or opinions into loyal advocates

To learn more about this feature, you can read our guide on how to send your NPS survey.

Automating your workflow

Customerly workflow automation

Customerly helps you save significant time by automating repetitive tasks and communications with your customers, allowing you to focus on growing your business.

With Customerly, you can:

  • Design marketing funnels and automation based on your own rules
  • Adjust pre-made marketing funnel templates to speed up the process
  • Prioritize leads and identify your most engaged customers 
  • Automate your email follow-up 
  • Increase your email open rate
  • Use email or live chat to onboard your users
  • Filter user behaviors or states
  • Leverage email template builder
  • Run effective email marketing campaigns
  • Integrate Customerly with your tech stack to boost business operations

As you can see, Customerly offers a wealth of features to help you deliver optimal customer service, automate workflows, measure customer satisfaction, and improve your customer experience design strategy. 

Best of all, you can try out all these features for free. 

Sign up today and start delighting your customers!

Implementing a customer-centric culture

implementing a customer-centric culture

Creating a customer-centric culture involves more than providing excellent customer service – it requires everyone in the company to focus on the customer. 

Here are some ways to implement a customer-centric culture in your organization:

  • Set a clear vision and mission around the customer
  • Communicate the vision and mission to your team members
  • Empower your employees with the necessary tools and training
  • Give employees the autonomy to make decisions
  • Prioritize customer satisfaction and promptly address customer complaints
  • Recognize and reward employees who demonstrate customer-centric behavior.

By fostering a customer-centric culture, your organization can create a culture of excellence and ensure that customers remain at the forefront of all decision-making processes.

Customer experience design best practices

Here are some best practices for designing an exceptional customer experience.

  • Understand your customers’ needs and tailor your approach accordingly
  • Simplify processes, provide clear information, and make it easy for customers to get help when needed
  • Use targeted marketing, personalized recommendations, and customized interactions
  • Ensure that the experience is consistent across all touchpoints 
  • Ensure your customer service team is knowledgeable, helpful, and responsive to customer requirements
  • Regularly gather feedback and use it to improve the customer experience over time

It will help to ensure that your business stays relevant and responsive to the changing needs of your customers.

Final thoughts on customer experience design

Customer experience design is critical to any successful business. Focusing on your customers’ needs, desires, and preferences can create positive and unforgettable interactions that will keep them returning for more. 

Customerly is the best software for designing an exceptional customer experience. Our intuitive platform provides all the tools you need to streamline processes, personalize interactions, and deliver excellent customer service.

Sign up for Customerly today and start creating memorable experiences for your customers to drive your business forward!

Luca Micheli

Luca Micheli

CEO @ Customerly

Luca Micheli is a serial tech entrepreneur with one exited company and a passion for bootstrap digital projects. He's passionate about helping companies to succeed with marketing and business development tips.

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