Experience Ideation
Customer Experience Ideation
Whyze Group’s customer experience ideation focuses your team’s attention and creativity on delivering experiences that matter to customers. Unlike brainstorming, which produces floods ideas of varying quality, customer experience ideation is done within a defined innovation space.
Define Your Innovation Space
Customer experience ideation builds on knowledge that innovation teams acquire during customer experience discovery. Team members evaluate the information available for innovating the customer experience. If the team perceives gaps in its knowledge, we fill the gaps to their satisfaction.
When innovation teams reach consensus about where the best opportunities to improve the customer experience exist, they define their innovation space.
Pencil in the From-To Customer Experience
We sketch the intended shifts in customers’ perceptions and emotions at these focal points. This is done from the “outside-in” perspective of the customer.
Here’s an example:
One client team discovered that after customers bought, they were left to “hope for the best”. There were no experiences after the sale that assured customers that the company cared about them. The company only contacted customers to cross-sell other products. This was the “from” state.
This became the innovation space for the “to” customer experience. The team wanted customers to feel appreciated. The team ideated about how to show customers that the company cared about them after the sale.
Color in the Experience
After ideating the events, perceptions and emotions that you want your customers to experience, you’ll begin to identify which operating mechanisms will deliver those experiences.
The next step is prioritizing opportunities to improve the customer experience.