以人为本的客户体验：设计直观的体验

Design with empathy to deliver simplicity and build trust INSIDE Foreword Contents While visions of efficiency and cost reduction dance inleaders’ heads amid the rise of artificial intelligence (AI),they must not lose sight of the fundamental truth thatpeople, customers and employees alike, are the trueengine of success. In this era of advanced technology, how do CX leaders apply AI wisely and without losing thehuman touch? It has become a question for the ages. In this report, completed in partnership with GammaCommunications, readers will get answers to thisquestion. In the age of automation and AI, people are Forewordpage 2 Taking the human-first approach to CXpage 3 Thought leaders and practitioners share firsthandinsights, case studies and real-world examples thatdemonstrate both the importance and practicalexecution of human-centered CX. Their stories revealhow organizations can strike the right balance, using Section 2Giving customers intuitive experiencespage 8 Many rely on the mantra based on poet MayaAngelou’s famous quote: “People may forget what yousaid, but people will never forget how you made themfeel.” This idea is at the heart of human-centered CX, Embedding human-first design into processes, Conclusionpage 16 This can get complicated for CX leaders. After all,they must make efficiency a priority and AI and otheradvanced technology can deliver speed. The latest CX NetworkGlobal State of CX survey showed thatthe top customer behavior impacting planning is the About Gammapage 17 IN THE NEXT SECTION: AboutCX Networkpage 18 Get strategies for shifting from data-driven CX tohuman-centered CX to stand out in the age of AI. Empathy became a buzz word in the post-pandemicworld, but it is a concept that never goes out ofstyle. People want to feel as though the brands they One theme that emerges upon talking with practitionersis that they are grateful for all the data at their fingertipsand find data-driven decision-making to be an importantpart of their strategy. However, people are more than It comes down to understanding what customersreally want. This involves data points but also good “The hardest thing is that true human needs don’talways show up neatly in spreadsheets or stats,” saysSahil Shetty, senior CXA analyst for Lowe’s. “Sure, datagives you patterns, but it misses the emotional sideor what someone’s really after. Customers aren’t just “The core challenge is moving beyond a data-onlyapproach,” says Montserrat Padierna, customer insightsand analytics lead at Walmart Canada. “Metrics revealthe what, but not the why. To truly meet human needs, In addition, the technology has put customer data andthe ensuing insights at the fingertips of business leaders.Data can serve as a guiding light for companies as theydecide how to navigate next steps in strategy, prioritizeprojects and reach customers. But CX is more than “Finance wants to see cost reductions, operations wantfaster handle times, but customers, especially in luxury,want to feel valued and heard,” says Ebrahim Hyder, vicepresident customer care at Michael Kors. “Sometimes, Taking the human-first approach to CX “The toughest part is separating what customers sayfrom what they actually do,” says Olejko. “In Central andEastern Europe, there’s often a gap between aspirationsand decisions made under price and time pressure. Too Jeofrey Bean, thought leader and co-author of the bookNext Generation Customer Experience: How CompaniesLike ServiceNow, Netflix and Intuit are Creating Next-Generation CX Now (Del Mar Research, 2024) stresses that In fact, some say that surface-level data points andsurvey results can trick CX leaders. Sometimes, peopleare unable to express what they truly need, and CX “Another challenge is that ‘authentic human needs’aren’t always what customers say they want,” saysHyder. “They might say they want faster service, but Developing measures that matter tocustomers to guide business decisions. Inother words, they must avoid using standard Sometimes, it is the business leaders themselves, whoget distracted by numbers and practical matters, sothey are blind to what is really going on with customers.Part of designing human-centered CX requires getting CX and loyalty expert Dominik Olejko agrees withHyder and asks leaders to read between the lines with Developing strategies that will be more Determining how to connect with customersin a meaningful and valuable way acrossthe CX continuum of interactions, including “The corporate filter is the biggest obstacle. Layers oflegal review, brand guidelines and risk aversion waterdown authentic communication,” says Atigolo. “Netpromoter score (NPS) tells you what happened, notwhy people felt that way...The toughest challenge is “The best in CX understand that the experience forpeople begins at the discovery stage before peoplebecome customers,” says Bean. “CX strategy alignment Taking the human-first approach to CX How to empower employees to t