When was the last time you had a “delightful customer experience”? Chances are good that a big part of your experience was created by a special “someone” who contributed that little something extra, without which, there wouldn’t have been a wonderful experience worth remembering. In today’s world of customer communications, the challenge is figuring out how to add that special “something” extra into the processes, designs, and technologies used to deliver relevant, impactful communications that delight the customer.
Fundamentally, the entire customer communications management process can be separated into two buckets. The technologies and the people. Or, said another way, the tools and the expertise; the bow and the archer, the kitchen and the cook, etc. Few of us would argue that Julia Child easily created delightful customer experiences using some basic tools any of us could also pick up at a local grocer…a chicken, some herbs, and butter (and more butter). It was Julia’s expertise that made her meals quite different than anything you or I could possibly create.
Simply put, expertise matters. And that’s wonderful news to anyone willing to invest their time and energy into building customer communications management skills that can help create more delightful customer communications experiences. One critical aspect of effective customer communications management that’s often overlooked is Information Design, which simply means making information easier for the intended audience to both understand and act upon.
For a great primer on Information Design, check out an article by our own Robert Linsky, Director of Information Design here at NEPS.