To begin with, too many people think customer experience, or CX, comes down to customer satisfaction—but it’s not that simple. It’s about so much more than that, and the word “satisfaction” can cause all sorts of confusion. Even the most unsatisfied customer has an experience we can learn from; and satisfaction is not a good gauge or measure of experience, because actual human experience is always complex.
So it’s time to flip the script: customer experience is not just about giving customers (or users or citizens) what they want; it’s also about getting the insights you want, and need, to fulfill your mission. Understand who your users are, what they are doing or trying to do, and you can build your digital first agency to operate more efficiently and effectively within those parameters.