ThoughtWorks
  • Contato
  • Español
  • Deutsch
  • English
  • 中文
Visão geral
  • Cultura de engenharia, mentalidade de entrega

    Adote uma abordagem moderna ao desenvolvimento de software e entregue valor mais rapidamente

    Inteligência para tomada de decisões

    Explore seus dados para descobrir novas fontes de valor

  • Modelo de operação sem atritos

    Evolua a capacidade da sua organização de responder a mudanças

    Estratégia de plataforma

    Crie plataformas de tecnologia que se adaptam à sua estratégia de negócios

  • Design de experiência e inovação de produtos

    Planeje, execute e evolua rapidamente produtos e experiências excepcionais

    Parcerias

    Extraindo valor da nossa rede de parceiras para potencializar os resultados que entregamos a nossas clientes

Visão geral
  • Setor automotivo
  • Cleantech, energia e utilidade pública
  • Serviços financeiros e seguros
  • Saúde
  • Mídia
  • Organizações sem fins lucrativos
  • Setor público
  • Varejo e e-commerce
  • Viagem e transporte
Visão geral

Destaques

  • Tecnologia

    Uma análise abrangente de tecnologias e práticas de engenharia nas empresas

  • Negócios

    Mantenha-se em dia com as mais recentes tendências da indústria

  • Cultura

    Um espaço para conteúdo sobre desenvolvimento profissional e nossa visão sobre justiça social e inclusão

Ferramentas e Publicações Digitais

  • Technology Radar

    Um guia com opiniões firmes sobre as fronteiras da tecnologia

  • Perspectives

    Uma publicação para líderes digitais

  • Modelo de Fluência Digital

    Um modelo para priorizar as competências digitais necessárias para se navegar a incerteza

  • Decoder

    Um guia de A a Z sobre tecnologia para lideranças executivas

Todos os Insights

  • Artigos

    Visões de especialistas para ajudar seu negócio a crescer

  • Blogs

    Pontos de vista pessoais de ThoughtWorkers de todo o mundo

  • Livros

    Explore nossa vasta biblioteca

  • Podcasts

    Discussões instigantes sobre as últimas novidades em negócios e tecnologia

Visão geral
  • Processo de aplicação

    O que esperar de uma entrevista conosco

  • Pessoas em início ou mudança de carreira

    Comece sua jornada na tecnologia aqui

  • Vagas abertas

    Encontre oportunidades na sua região

  • Conecte-se

    Assine nossa newsletter mensal

Visão geral
  • Conferências e eventos
  • Diversidade e Inclusão
  • Notícias
  • Código aberto
  • Nossas lideranças
  • Transformação social
  • Español
  • Deutsch
  • English
  • 中文
ThoughtWorksMenu
  • Fechar   ✕
  • O que fazemos
  • Com quem trabalhamos
  • Insights
  • Carreiras
  • Sobre
  • Contato
  • Voltar
  • Fechar   ✕
  • Visão geral
  • Cultura de engenharia, mentalidade de entrega

    Adote uma abordagem moderna ao desenvolvimento de software e entregue valor mais rapidamente

  • Design de experiência e inovação de produtos

    Planeje, execute e evolua rapidamente produtos e experiências excepcionais

  • Modelo de operação sem atritos

    Evolua a capacidade da sua organização de responder a mudanças

  • Inteligência para tomada de decisões

    Explore seus dados para descobrir novas fontes de valor

  • Parcerias

    Extraindo valor da nossa rede de parceiras para potencializar os resultados que entregamos a nossas clientes

  • Estratégia de plataforma

    Crie plataformas de tecnologia que se adaptam à sua estratégia de negócios

  • Voltar
  • Fechar   ✕
  • Visão geral
  • Setor automotivo
  • Cleantech, energia e utilidade pública
  • Serviços financeiros e seguros
  • Saúde
  • Mídia
  • Organizações sem fins lucrativos
  • Setor público
  • Varejo e e-commerce
  • Viagem e transporte
  • Voltar
  • Fechar   ✕
  • Visão geral
  • Destaques

  • Tecnologia

    Uma análise abrangente de tecnologias e práticas de engenharia nas empresas

  • Negócios

    Mantenha-se em dia com as mais recentes tendências da indústria

  • Cultura

    Um espaço para conteúdo sobre desenvolvimento profissional e nossa visão sobre justiça social e inclusão

  • Ferramentas e Publicações Digitais

  • Technology Radar

    Um guia com opiniões firmes sobre as fronteiras da tecnologia

  • Perspectives

    Uma publicação para líderes digitais

  • Modelo de Fluência Digital

    Um modelo para priorizar as competências digitais necessárias para se navegar a incerteza

  • Decoder

    Um guia de A a Z sobre tecnologia para lideranças executivas

  • Todos os Insights

  • Artigos

    Visões de especialistas para ajudar seu negócio a crescer

  • Blogs

    Pontos de vista pessoais de ThoughtWorkers de todo o mundo

  • Livros

    Explore nossa vasta biblioteca

  • Podcasts

    Discussões instigantes sobre as últimas novidades em negócios e tecnologia

  • Voltar
  • Fechar   ✕
  • Visão geral
  • Processo de aplicação

    O que esperar de uma entrevista conosco

  • Pessoas em início ou mudança de carreira

    Comece sua jornada na tecnologia aqui

  • Vagas abertas

    Encontre oportunidades na sua região

  • Conecte-se

    Assine nossa newsletter mensal

  • Voltar
  • Fechar   ✕
  • Visão geral
  • Conferências e eventos
  • Diversidade e Inclusão
  • Notícias
  • Código aberto
  • Nossas lideranças
  • Transformação social
Blogs
Selecione um tema
Ver todos os tópicosFechar
Tecnologia 
Gestão de Projetos Agil Nuvem Entrega Contínua Ciência e Engenharia de Dados Defendendo a Internet Livre Arquitetura Evolutiva Design de Experiência IoT Linguagens, Ferramentas & Frameworks Modernização de sistemas legados Machine Learning & Artificial Intelligence Microsserviços Plataformas Segurança Testes de Software Estratégia de Tecnologia 
O negócio 
Serviços Financeiros Saúde Global Inovação Varejo Transformação 
Carreiras 
Dicas de Carreira Diversidade e Inclusão Transformação social 
Blogs

Topics

Escolha um tópico
  • Tecnologia
    Tecnologia
  • Tecnologia Visão Geral
  • Gestão de Projetos Agil
  • Nuvem
  • Entrega Contínua
  • Ciência e Engenharia de Dados
  • Defendendo a Internet Livre
  • Arquitetura Evolutiva
  • Design de Experiência
  • IoT
  • Linguagens, Ferramentas & Frameworks
  • Modernização de sistemas legados
  • Machine Learning & Artificial Intelligence
  • Microsserviços
  • Plataformas
  • Segurança
  • Testes de Software
  • Estratégia de Tecnologia
  • O negócio
    O negócio
  • O negócio Visão Geral
  • Serviços Financeiros
  • Saúde Global
  • Inovação
  • Varejo
  • Transformação
  • Carreiras
    Carreiras
  • Carreiras Visão Geral
  • Dicas de Carreira
  • Diversidade e Inclusão
  • Transformação social
Design de ExperiênciaInovaçãoTecnologiaO negócio

Don't become a CX Fail

Emma Carter Emma Carter

Published: Dec 5, 2017

As the Starbucks baristas surveyed the chaos of hoards of unhappy customers braying for their pre-ordered coffee, they may have wondered: How did it come to this?

The coffee giant’s pre-order app was meant to make it easier for customers. It should have meant the customer could place their order well while on the go, swoop into the store and head straight past the queues to the collection point, and get on their way in a matter of minutes. Instead, customers walked into stores ill-prepared for these sudden spikes in demand.

Such customer experience fails are indicative of how easy it is to rush out your latest innovation without thinking it through. Business are often so obsessed with creating delight with their next innovation or next feature in their app that they often forget who’s going to be using it, how does it fit with the rest of their organization and does it affect any other touch points in the business?

In this article, I’m going to explore how businesses can continue to deliver innovations at pace—but without becoming a CX fail.

Don’t run before you can walk

Businesses undoubtedly feel the pressure to drive for service improvements constantly, such is the fear of losing valuable customers: there’s certainly no shortage of rivals looking to steal your customers. Meanwhile, Twitter and Facebook are awash with horror stories of brands that stopped listening to customers and are on the non-stop track to the lands of forgotten brands.

But often, businesses become so obsessed with creating delight with their next innovation or next feature in their app, that they often forget who’s going to be using it, how it fits with the rest of their organization and the impact on other touch-points across the business.

Different types of users

Starbucks isn’t alone in focusing on the end customer and failing to think about the employees inside the business—the ones often on the receiving end of customers’ ire.

Recently, I’ve personally experienced a range of service problems that result from wrong-headed thinking about innovation. In a furniture store, the assistant was so frustrated by her sales interface, and its cumbersome tabs and drop downs that it was almost impossible for her to place my order. I ended up feeling sorry for her, rather than complaining—but my guess is others may not have been so forgiving.

customer journey

If you want to deliver innovations that really delight your customers you have to understand the complete journey. Simply mapping out that journey—including the dependencies on the different business systems, teams, the happy and frustrating moments for employees and customers—will allow you to fully understand what needs to be improved.

If you’re creating a new product, this map enables you to understand the business areas that your new product depends on and prevents you from causing potential strains on other teams and systems.

Include all stakeholders

You also need to ensure you identify every stakeholder at the start of a project and have actual conversations with them to reduce the risks of unexpected issues. For instance, it’s easy to overlook the impact changes can have on call centers.

Recently, I was trying to add my newborn to my Medicare Card. Coming from the UK, it was a new system to me. But even something seemingly simple took endless back and forth. I couldn’t do everything I needed to online. I could upload documents online but then had to call to notify them. Little wonder that the call handler admitted getting lots of calls about this issue: the issues have been raised with the web team but are still waiting for a fix.

You have to question what is going on in these organizations. Are they not talking internally? Are things so siloed that the cogs of the organization come to a screeching halt? If someone had just tested the system, or spoken to the team that has built the feature, then maybe the customer experience would be better; and the calls handled by the call centers would be from the intended users: those people who have genuine problems.

Knowing how to delight

To create genuinely useful products and introduce new customer-pleasing features, we need to understand our users at a granular level: What’s intuitive to them? What are the basic required features they demand from your product? What will they be using on a daily weekly basis? What basic features are your competitors offering? Let’s get these right first before we start adding the moments of delight.

That’s not to say we should create boring products. But get the fundamentals right before you look to embellish. Take Uber: it started with an ‘order a car’ feature that worked really well before they even started introducing other elements. They also created an interface that is intuitive because it uses gestures we are already familiar with.

When Under Armour purchased MyFitnessPal and Endomondo, it got some great tech, but it also got access to 165 million fitness fanatics that use those services.  Under Armor could have used these new platforms—and their customer data—to drive sales. Instead, they decided to use the already successful platforms to provide moments of delight for the customers.

Customers can now book fitness classes through the apps or access yoga instruction videos. This doesn’t directly lead to more sales of their clothing, but Under Armour knows that the more people exercise, the more likely they will be to buy new workout gear. It also adds a new differentiator for the brand and gives consumers more reason to be brand loyal.

This end-to-end view of the customer journey has seen Under Armour introduce smart running shoes that let runners track performance data such as pace and distance. The app can even remind the customer when to replace their shoes. Such thinking has seen the retailer achieve a 28% increase in annual revenues.

under armour

Measuring value

First, to measure the value of CX, we need to have a starting point. This could be in the form of conducting a service design map. Here, you take an overview of the business or service and map the processes customers go through and identify blockers that erode efficiency or confuse and frustrate employees and customers.

To do this right, you’ll need to involve both employees who use the systems and processes, and customers, in the service design or new product workshops. This allows everyone to fully understand what is happening and ensures everyone is along on the same journey.

You can then pick a few areas to focus on improving and experiment to see what works or doesn’t. This is much quicker than spending years planning and implementing ‘the new improved process.' Depending on what area you decide to improve, you will determine how to measure the success. It could be as simple as reducing the number of inbound calls or reducing the time for an employee or customer to complete a process.

I was asked by a government agency to look at their funding schemes for businesses. They constantly received applications from the wrong types of companies and not enough of the right companies. After some research and workshops with their target market, we were able to establish several areas for improvement such as: changing funding names and descriptions, so they make sense; creating clear and concise application forms; and removing the supporting pdf on how to fill out the form by including the help information in the online form.

Finally, you may also want to conduct the CX Index report from Forrester to see where you currently are and monitor your improvement.
Posts relacionados
Design de Experiência

Great Product Design is Also About Avoiding Bad User Experiences

Luis Mizutani
Saiba mais
Design de Experiência

Novelty is not Innovation

Ted Nielsen
Saiba mais
Design de Experiência

The 22 Rules of UX

Valeria Spirovski
Saiba mais
  • O que fazemos
  • Com quem trabalhamos
  • Insights
  • Carreiras
  • Sobre
  • Contato

WeChat

×
QR code to ThoughtWorks China WeChat subscription account

Mídia e relações públicas | Política de privacidade | Modern Slavery statement ThoughtWorks| Acessibilidade | © 2021 ThoughtWorks, Inc.