Hi Georgia, tell us about yourself and your background.
I am a Senior User Experience (UX) Designer and Consultant based in Zurich, Switzerland, currently working remotely for a leading UK local authority, guiding the organization on achieving UX-oriented digital transformation. I take a holistic approach to design, considering each step of the user/customer journey and focusing on their entire experience with a service or product.
In my past life, I worked in product marketing across FMCG, business intelligence, start-ups, and education management organisations. I led product marketing efforts to empathise with and wow customers through simple and intuitive experiences. I drove product adoption and advocacy. Representing the voice of the customer before, during, and after launch in alignment with the business goals. I am a speaker at industry events, a mentor, and a volunteer at WomenTech Network and ADPList. I aim to empower women in design and technology regardless of their background. I believe in the humanisation of technology through design to generate security, naturalness, and transparency in people’s lives and making a global impact.
How did you first start working in the CX space?
CX has always been at the core of my roles in product marketing and user experience. Since my early career days, I have focused on developing a holistic customer-centric business strategy, regardless of the business function.
What are some of the common misunderstandings related to customer experience?
CX is all about data. Though data is essential, there are many aspects of customer experience that go beyond it. Many customers prefer omnichannel customer experience as it involves cross-pollination of relevant data to a great extent. Data combined with a strong focus on customer ethos will create a simple, unified user experience.
Have you seen any interesting new trends in eCommerce this year?
Augmented reality (AR) enhances the reality of online shopping. AR has been a complete game-changer for e-commerce. With this type of technology, shoppers can truly see the item they are shopping for, which helps them make a buying decision. AR really changes the shopping experience in specific industries, such as fashion and home decor, because the customer can get a better feel for the item without seeing it in person.
eCommerce boomed in 2020, and consumers started leaving more product reviews online. How can we make the most out of this momentum?
Companies collect feedback from customers daily, yet only a few translate that feedback into meaning. An even smaller fraction of companies take action or close the loop with the customer to let them know their voice was heard. If companies handle customer feedback right, the dialogue between them and their customers can become the most significant growth driver for business. The only way to reward vocal and consultative customers is to bring in actual changes. Feedback data can be used to identify product improvement areas, feed customer feedback into the product roadmap, prevent customer churn, discover potential advocates and nurture them, and customer feedback can act as a driver to motivate employees.
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?
The pandemic has brought a significant shift in consumer behaviour. We’ve seen a shift to digital channels, customer loyalty has decreased, with buyers switching brands at unprecedented rates, and the use of smartphones for online shopping has skyrocketed.
Digital consumption is here to stay, consumers choosing more healthy options, eco-friendly and sustainable brands. Smart voice assistants have been a steadily growing trend, which helps reduce or eliminate touch points and thereby increase safety. Voice is practically changing how people interact with technology, especially the increasing preference to talk with digital devices.
Do you believe focus groups are still relevant in the era of eCommerce? Why?
Absolutely – focus groups enable organisations to understand the needs of the participants, uncover personal attitudes and develop ideas with co-creation. Constant interaction encourages better group discussions enabling participants to talk and debate ideas that help them unlock new insights that would otherwise remain undiscovered.
Last but not least, what is your favorite CX metric?
Customer churn rate is an important indicator that helps an organisation understand its performance in the marketplace. It is essential for organizations to keep their churn rate low and monitor monthly customer retention rates because it’s much easier to retain customers than gain new ones. Using the drop-off points in the retention measurement to see where or which group of users are losing interest in our services and make any necessary adjustments to improve the customer experience in these areas. According to a Harvard Business Review study, acquiring a new customer is anywhere from 5 to 25 times more expensive than retaining an existing one.