When we think of great customer experiences can we honestly say we think of play?
Probably not, but there’s a good reason why we should.
“Customers are the experts in their own experience.”
Innovation fails because we’re not able to get into people’s heads and understand what they want and why they want it. Ask yourself, when was the last time, as a professional, you spoke with (not to) your customers? You can’t innovate if you don’t understand what’s going on in your customer’s mind.
The other problem is that innovation comes from interaction.
We’re saying that customers are the experts. We’re saying that to innovate and bring something memorable, we need to interact. But where is this interaction happening? It’s happening in society, out in the world. It isn’t happening by itself.
Top Tip: Play is absorbing – it’s where everyone and everything sinks to the background because you become absorbed into what you’re doing.
How about API’s? We know they’re important, but are they at the forefront of our minds?
“Lots of devices are becoming more connected in lots of different ways.”
We’re used to things like smart phones and laptops being connected to the Internet, but now other products, like fridges, cars and washing machines are also being connected.
It’s all happening through the Internet of Things.
In this space, one of the buzzwords you’ll hear a lot is API (Application Programming Interface). If you’re ever thinking about bringing products or devices together, the key is to think: “Can you connect these parts together?” with APIs. Essentially, they’re like the oil in the engine, keeping all the different parts moving and connected.
Nothing happens without an API in place.
Top Tip: APIs are essential to integrate all parts of customer data within the organisation.
And then finally, the internet of things...
“Some people probably hear Internet of Things and think ‘that’s all very well, but I don’t really know and I don’t really care.”
Instead of thinking about the technology, think about the problems you can solve with it.
For example, washing machines that text when a load has finished doesn’t solve the problem of having to wash clothes. Just because the technology exists, doesn’t mean it’s helpful. Innovate to solve problems.
At our CX Day event at LEGOLAND® Windsor, attendees attempted to solve their own customer experience problems through MaKey MaKey, a project initiated by two students at an MIT Media Lab that enables anyone to be creative, inventive and imaginative.
Top tip: Strip back the idea and focus on the problem. Don’t think about the technology.
Ready to take your customer experience to the next level?
