Who is the user we so desperately want to learn about every time we talk about user experience (UX)? Is she or he our customer, our client, competitor’s customer, or the consumer? And what points should we consider when managing the customer experience in our organization?
These are the questions the Quality Intelligence Hub Lunch participants set out their minds to. Lunch guests were Service Manager Teemu Laukkanen from LähiTapiola, Vice President and Head of Industrial Internet Taneli Tikka from Tieto, Chief Technology Officer Kaius Häggblom from Suomen Tilaajavastuu, and Group Manager Risto Kivisilta from Sonera. Lunch hosts were Tuomas Pitkänen, CEO of Qentinel QA, and Esko Hannula, CEO of Qentinel Group.
Charge – Who Is in Charge of Customer Experience?
Many people from different departments and levels of the organization are involved in the customer experience process, but who has the overall responsibility?
“Monitoring the customer experience continuously is important.”
“We think it’s important to involve customer experience in all our projects that deeply that we have a person appointed to specifically in this task with an education in customer design”, says Teemu Laukkanen from LähiTapiola. “The person is present in all projects and meetings where customer experience is involved and overlooks that the customer experience is applied to projects as intended in the company strategy.”
“In California, companies have User Advisory Boards where competent customers are accepted to evaluate the company’s services”, says Taneli Tikka from Tieto. “It is important to receive observation and conversation type of information from users since analytics mainly points us to "dropouts"; the users and their reasons why they stop using the service”.
“Monitoring the customer experience continuously is important. It’s not enough to do it every other year”, says Kaius Häggblom from Suomen Tilaajavastuu. Risto Kivisilta agrees and adds that user situations and needs vary, and change a lot even within months when a single user is in question. “We cannot assume that the customer is happy with the same service today that she or he was with a year and half ago”.
“The sales and the local sites need be involved in the customer experience monitoring and development”, Teemu Laukkanen points out, and Kaius Hägglom supports this view: “Because expertise, and understanding local markets and their specific needs are an essential part of customer experience, which is sometimes overlooked in international organizations”, and continues that “Constant user experience monitoring is beneficial also because it enables fast deployments and sometimes a fast rollback.”
Caring about customer is perhaps the most important factor of all in user experience.
“Customers want to be heard; so listening to them is very important part of customer relationship and also their user experience”, says Esko Hannula. “We for example, have a third party calling to our clients once a year asking three questions: Is Qentinel able to help you? Is the cooperation resulting in what you expected? And do you like working with Qentinel?”, he explains, and continues: “After we get the results from the calls, we are faced with the most important part of the survey: what do we do with the feedback? How do we take it into action and improve our everyday work based on it?”
Teemu Laukkanen boils down the user experience to one fact: do the users feel that there is a solution to their problem. “It is our job to offer that solution to them the most convenient way we can”, Laukkanen finishes.
The lunch guests agree without a say that in customer experience the speed is the criterion number one. Taneli Tikka specifies that the initialization of a service cannot take more than 30 seconds: “Utter impatience describes the attitude and approach of today’s users to services the best. It is good if we can serve effortless experience because that supports customer loyalty.” “Customer experience needs to be in line in every channel the organization offers services in, including self-service”, says Mr. Kivisilta.
“In addition, users want rewards for being a customer and a user, for example, discounted service prices or loyalty points”, adds Mr. Pitkänen from Qentinel QA. “Some hotels even give you a better room if you are an active Twitter user and have a lot of followers”.
The entire lunch party agree that large cyber attacks to consumer services are expected in the very near future.
Mr. Laukkanen says that “Crisis communications plan needs to be in place now, not next year or next month”, and continues that “We have one in our organization, but we know it cannot cover all possible scenarios. We are prepared as well as possible, but we understand that we need to be able to adapt to the crisis situation when it occurs”. Mr. Tikka agrees and points out that crisis communications needs to be rehearsed in practice: “It cannot be a mere document.”
“Utter impatience describes the attitude and approach of today’s users to services the best”
Mr. Häggblom adds that the top management needs to be involved in and prepared for a crisis as well.
When you apply these five C’s (Charge, Continuous monitoring, Caring, Criteria, and Crisis), you are a one step ahead in customer experience satisfaction!