May 27, 2023
Organizations often fail to consider the context in which customers enter the experience, assuming that every customer is the same. However, recognizing the context of a customer's experience is crucial to developing an effective customer strategy.
Context is an omnipresent factor in customer experience. Depending on a customer's context, we must create a customized experience.
For instance, while working on a project for one of the cellular phone companies in the United States, we discovered that they treated customers who had lost their phone or had it stolen in the same manner. This oversight neglected the importance of context.
Consider how you would feel if you had lost your phone in the back of a taxi. Most likely, you would feel foolish, right? Now, consider how you would feel if your phone was stolen. You might feel outraged, or scared, or both, which are different emotional responses than how you might feel after leaving your phone in a cab.
Despite this, the mobile company treated both types of customers in the same way. They immediately requested the account number from both. However, we convinced them to determine what happened first, followed by ensuring the customer's safety if their phone was stolen. This simple change had an enormous impact on their experience design and outcomes.
Thus, segmentation is a vital aspect of anticipating context. People bring unique perspectives and expectations to their experience. While segmentation is only one factor that can determine context, it is an excellent starting point.
In this episode, we explore why context is crucial to customer experience design and how you can improve your understanding of your customer’s context.
Here are some other key moments in the discussion:
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