Hi Bandar, tell us about yourself and your background.
My academic background in computer science and graphic design, which shaped my skills in transforming ideas into tangible deliverables, whether with coding or sketching with a pencil.
Then I worked on designing digital experiences in the health services and government which gave me a solid technical ground in engineering products and my research skills through leading the transformation into user-centric digital products. Now I am head of CX design in a large government entity, working with the team to transform, build and innovate with human-centered design methods and techniques.
How did you first start working in the CX space?
The beginnings came from my interest in human behavior, technology, sociology, and science. Then I started my career in UX engineering and research, which shaped my skills, knowledge, and working experience towards human-centered design at a broader scale, including CX.
What are some of the common misunderstandings related to customer experience?
As many cx professionals came from different backgrounds, it is common to have many definitions of what is Customer Experience. However, there are some misunderstandings from my humble perspective around customer experience vs. customer service. Moreover, the idea that CX is nice to have in the organization not knowing the cultural and financial values among many that CX can bring to the table.
Have you seen any interesting new trends in eCommerce this year?
With the Covid-19 pandemic in 2020, I see empathy is present in eCommerce, and it can be seen in content, communications, packaging, and after-sale services. Also, creative solutions in guiding the customer to trusted decisions when buying online by clear product descriptions, quantity, size, and fabric descriptions.
eCommerce boomed in 2020, and consumers started leaving more product reviews online. How can we make the most out of this momentum?
I would say that by analyzing reviews well, I would know what was done well to keep doing and the root causes of negative reviews to be fixed. Moreover, personalizing the communication with customers to keep the momentum and attract them come back more often not by selling but by building a trustworthy relationship.
What are some CX companies/solutions you’re keeping your eyes on right now?
As data nowadays is the key to understanding your customer more, I am looking at Qualtrics experience management software, especially after the SAP acquisition.
So many things changed in 2020. While some things are going to return to “normal,” what are new trends and habits you think will stay with us in the long term?
It is not easy to predict that as we are in an unprecedented time in history; however, the obvious habits would be online shopping for sure as it proved its worth, especially with quick delivery services used for grocery shopping, food, and Medicine.
Do you believe focus groups are still relevant in the era of eCommerce? Why?
It depends. I believe connecting with your customers will always bring value to research. However, it should be well-defined sessions with clear purpose and carefully selected participants.
Last but not least, what is your favorite CX metric?
Customer Effort Score CES is my favorite CX metric.