A Customer Centred Mindset

When designing a new service it is essential to consider it from various perspectives including the current and potential customers.

Providing customers are involved in the service creation, we can meet their requirements with the help of cocreation aspect. By using this attitude we can support and deepen customer experience which is designed through customer interactions with the elements of a particular service during various touchpoints. Customer experience connects single elements of a service, therefore, there is a need to implement it from the very beginning in the design process. Customer experience in a human-computer interaction is about spontaneous responses to a given stimuli which can be a product, a function or a step of a process. Since it focuses on the whole landscape of the experience within the service, we can easily call it a holistic approach towards a customer. It relates to every aspect of a company: IT services, marketing, budgeting etc. In a holistic view we need to comprehend who our customers are, what functionalities they need, which processes can facilitate their use cases and what support they would need in the future. By using customer experience concept and understanding these points you can obtain a competitive advantage. Growing a customer centred mindset can be challenging at times, however, it will help you bridge the gap between a customer, their experience and needs as well as a service design. Due to involving your customers in the design of your processes, you can revise your scope and act accordingly to provide a better product or service. Consequently, if you reflect their perspective in your processes, services and products, you can gain their satisfaction and loyalty. If you are a goal oriented company and your goal (or one of them) is to satisfy your customer, the customer experience approach fosters it. These two concepts are tightly linked to each other, therefore, it is essential to understand their correlation. Customer satisfaction is a philosophy according to which business emphasises the ability to forecast and comprehend customers’ expectations, meet their needs and create value for them.