Customer Experience Design 2013

Customers are no longer searching for value in just the product or service, but in all the little things before and after. They expect the promises you make to be backed up by all aspects of the customer experience.

We are finding that many Australian businesses are struggling to attract and keep their customers in this experience economy.
In response to this, one of the roles of a modern designer is now to align the intention and strategy of the business with the actual experience of the customer.

In doing this, we can ask some challenging questions:

• How can we help a business understand all the aspects that contribute to their customer’s experience (including product, service, brand and culture)?
• How can we help business align their intent and strategy with their customers’ needs and experiences?
• Once aligned, how can we help translate deeper insights into new business strategies, products and services with enhanced customer value?

CMD is a strategic product design consultancy. We believe great businesses are born of great customer experiences, and great customer experiences are facilitated by great products.

However, as we’ll share in this presentation, a great customer experience often requires more than just a great product. This leaves us with a dilemma – what does a product design consultancy do when the customer doesn’t really need a new product?

This case study will run you through CMD’s approach to answering the above questions for an Australian earth moving equipment manufacturer called Kanga.