Not all those who wander are lost

With a well-crafted customer experience (CX), every interaction is an opportunity to delight your customers, tell your story, be helpful, and nudge them towards a desired action or goal. In a dynamic digital and physical landscape, consistently delivering an optimal experience is key to growth and success.

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Create a journey that inspires, motivates and converts

For many organisations, customer journeys can be an afterthought – an accumulation of legacy processes that creates a disjointed experience and friction for the customer. In CX design, it is essential to consider your goals and priorities at each touch point and the customers’ functional and emotive needs.

Starting with user or customer personas and understanding their empathy map at each journey stage will help you design a path that builds relationships and retains engagement. From brand visuals and messaging to the placement of buttons, every part of the experience needs to provide the right push and pull to help your user navigate and make a decision or action. An optimum journey is rarely static and may evolve with your business priorities. A/B testing, heat mapping, and other fundamental data analytics will help your marketing, product, or design teams understand drop-off rates and lower barriers to conversion and acquisition costs.

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Your CX and journey design warm-up

At BBT, we’ve designed and optimised customer experiences and journeys for various industry sectors. Here are some starting points we recommend you think about and do before embarking on your project.

1

Start with your customer or user, and think about their cognitive and emotive needs

2

Outline your goals and desired user action at each step

3

Consider your typical path-to-purchase timeframe

4

Consider your customers’ digital maturity and habits

5

A/B test your digital touchpoints

6

Tag and set up analytics across the journey

Millbrook Resort went above and beyond through digital

With multiple awards and countless amenities, the luxury resort needed a way to showcase the wide range of Millbrook propositions to prospective guests. In a highly competitive and crowded marketplace of destination resorts, the team’s digital investments had to show clear returns not just in sales conversion but also add value to the entire customer experience.

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Turn your ambitions into actions; we’ll help

When you’re ready to design your customer journey and touchpoints, we’ll be by your side. With a holistic approach and experience in creating experiences that perform, we’ll create and optimise an experience that helps set you apart from your competition.