The Shiro Architects customer experience (CX) journey
This diagram is adapted from a pretty much standard industry map of value chain inputs and outputs. However, showing commitment to understanding how to engage users’ feedback up and down the chain in the pursuit of improved product and service quality – however the customer perceives it – is simple quality assurance, and makes for smarter marketing and lowered customer resistance.
Let us use the principles of “briefing beyond the building” to protect your business’s best interests across each step of property’s value chain
The presence among our community of COVID-19 adds another level of complexity to the need to manage building designs for superior customer experience (CX) and employee experience (EX).
As a factor – literally – of basic building hygiene, COVID-safety can not be overlooked, if its users are to feel protected in a space in which they have no other choice but to be present.
Where we can, we believe it is well within the possibilities of our role to help clients make a greater commercial success of their buildings by factoring better knowledge of users’ needs into our designs upfront.
And we incorporate this consideration into our unique architectural design-briefing methodology.
If you are in the game, prepare for the growing sophistication of CX competition in commercial property
The number of larger Australian commercial property owners and developers employing executives bearing titles or job descriptions incorporating “customer experience” (or CX) is growing.
This creates greater upward pressure for those likely smaller players competing against them to learn how to demonstrate similar attention to the management of their own customer relationships.
In an economy connected by social media, reputation travels fast, and our methodology for briefing beyond the building is exact and well suited to this challenge, allowing your business to anticipate, develop and apply its full inventive response to emerging risk scenarios.
Its purpose is to augment your existing readily available intelligence and imagination with that of groups whose views are likely just as important to you, if, despite being connected, if available more remotely.
The fundamentals of better property CX
As an adult, everyone has an experience of being disappointed as a customer somewhere, and everyone has an opinion on how a better experience might have been delivered and received.
In the practice of CX, data about the customer’s experiences, and their satisfaction or otherwise, is collected at “touch points.”
These are direct contacts either with the product or service itself, or with representations of it by the property provider or a related third party.
The expression “customer corridor” is sometimes used to articulate the series of touch points a customer experiences.
Companies need to map the corridor of touch points, as at each point, the gap between customer expectations and actual experience spells the difference between what can more reliably be predicted to make a sale a success or failure.
And, because of its scale and proximity to users who may typically either live or work in or have to borrow money to buy it, in property, the importance of CX is amplified.
And CX matters most at precisely those points when you have least control, such as when an agent represents your product.
Tracking and knowing about the customer experience, and having strategies to manage it, gives you another bargaining lever in your sales channel relationships by enabling you to select only those agents most capable of representing your company and its outputs as you would wish it to be represented to customers.
The Shiro CX-EX approach: A strategy to deliver greater productivity in both customer and employee experience
Our solution is characterised by the capture and sharing of rich qualitative data, a process that is much as found in other forms of business-to-consumer marketing.
Paying interest and respect to the diverse perspectives of others, it executes a social interrogation that yields the information on which other quantitative data mining may be undertaken.
From the reports we create for managers, using our key double-loop, connected learning process – see beneath and link through here for context – can be developed the more quantitative customer corridor data points to be mapped and tracked routinely over time.
We will work with your team to investigate your customers’ journeys, by:
- At preparation, working with your leaders and executives to create questions most likely in loop one to evoke the fullest range of opinion concerning the issues of concern in your customers’ corridors to purchase of your products.
- Using these questions in loop one to stimulate the creative responses from team members needed to understand, discuss and articulate your buyers’ profiles and goals.
- Reporting back in loop two to:
- Flesh out, check and build understanding of those customers’ goals and aspirations and to identify the pain points they and others like them experience.
- Concentrate, through iteration, on fixing the roadblocks in their journeys.
Working through these steps methodically, collectively and collaboratively, however, will give your business better insights into your customers’ paths to buying your product, enabling your team to enhance the customer’s overall experience of dealing with your business.
Transforming an exercise in idea generation and intuition into a process of optimisation, on this can be built a platform of knowledge, experience and repeated feedback for future interrogation and constant product improvement.
Acknowledging the presence of the pandemic
The presence among our community of COVID-19 adds another level of complexity to the need to manage building designs for superior customer experience (CX) and employee experience (EX).
As a factor – literally – of basic building hygiene, COVID-safety can not be overlooked, if its users are to feel protected in a space in which they have no other choice but to be present.
Where we can, we believe it is well within the possibilities of our role to help clients make a greater commercial success of their buildings by factoring better knowledge of users’ needs into our designs upfront.
And we incorporate this consideration into our unique architectural design-briefing methodology, in briefing beyond the building.
Contact Graham Lauren for more: 0416 171724, or via graham@shiroarchitects.com. #connectedintellect
