Improving customer experience in digital environments

We connect with companies digitally, through multiple channels and at different times. Gone are the days when the relationship was linear, unilateral and mainly led by the company, today we are the consumers who are in control (or at least that is what we want/hope).

Technology has undoubtedly affected our behaviour, the way we communicate, our role as consumers and also the role of business in a relationship that is increasingly horizontal and symmetrical.

However, many companies still believe they are innovating and at the cutting edge by implementing the latest technologies, forgetting the most important component of all; people.

The challenge is how to respond in a timely manner to the demands of people (our customers) so that the technological solutions we implement are effectively at the service of people, designing experiences designed to solve their problems.

The User-Centred Design (UCD) methodology allows us to move towards that, focusing our efforts on what is really important:

1 - Knowing, understanding and empathising

Photo by You X Ventures on Unsplash 2

This is the first step. Always. Understanding the context of the person for whom I am designing an experience is key, as it allows us to ensure that there is a match between what the customer values and what the company offers. The only way to deliver an efficient digital service that adds real value to the customer is by empathising with their context and knowing their opinions, pains, level of satisfaction, etc. When people feel represented and connected to a brand, they are more likely to continue buying its products or services even if there are errors in the digital service or bad experiences.

2 - Facilitates interaction with customers

Technological advances allow us to open up new ways of interacting with customers. As I mentioned earlier, today's relationships with companies are multilateral and it is very important to be able to allow these interactions to happen, and technology facilitates this.

Design our digital tools and services in such a way that it is easy for people to give feedback, comment, propose ideas and share experiences; this is valuable data as it allows us to constantly validate our solution and improve the service we offer.

3 - Digital experience + human experience

At Creativería we always talk about technology at the service of people, as something we should not forget when integrating technology in our companies. Technology serves a purpose, it helps us solve many problems, but we need that human connection in the customer experience.

If we want to connect with our customers, it is essential not to leave the human factor aside. A bot can help us with many things and we see that Artificial Intelligence and Machine Learning are technologies that are increasingly used in customer services, but we need a connection with another human being capable of empathising, understanding complex problems and connecting with us. Being able to generate these integrated experiences without leaving aside the human factor and taking advantage of the potential of technology is undoubtedly an important differentiating factor.

"As much as technology can solve all problems, there must be a human or emotional connection that makes the customer loyal. Striking the balance between the two will be the key".

Shep Hyken, writer and expert in services and Customer Experience.

4 - Safety first

Photo by Christina Morillo on Pexels3

It is often said that "data is the new oil". It is the most valued and least protected asset. This is becoming more and more evident to people and especially in Latin America where we see that legislation is lagging far behind in regulating the use of people's information.

Transparency is key to building long-lasting customer relationships

Consumers are increasingly aware of how vulnerable their data is and as legislation does not protect it as it should, the onus is on companies to ensure the protection and security of their data. For this reason, transparency is key to building long-lasting customer relationships, and investing in cybersecurity and having clear data protection policies is a priority when integrating digital experiences for your customers.

5 - Customer-centric culture

Photo by Christina on Unsplash

All levels of the organisation must be committed to putting the customer at the centre so that this translates into clear and coordinated initiatives, with a focus on improving the overall experience of people.

This implies making profound and long-term changes in a transversal way in the company, in order to take advantage of technologies with a strategy that will allow for better results that will last over time.

At Creativería we seek to empower more people through technology. If you are looking to improve the digital experience of your clients, have a project in mind, or want to know more about us write to us at

Thanks to Adrián Gómez

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