We've all had the experience of having a mobile app updated or having our organization roll out new software only to ask ourselves, "who created this thing? It's so confusing!" or "This seems like it was designed by someone who has never had to do...X." The impacts can be low usage, adoption, calls to the contact center, or users taking their business elsewhere.
Creating a great customer digital experience requires real customers input. Organizations spend time and money picking the best partners, technologies, and content, but can fall short in a critical area. The most common mistake or shortcut projects take is not sourcing actual customers for participation in discovery, therefore missing the true customer needs. Below are some constraints I've seen and how to solve.
Are you planning to engage actual customers for your next digital customer project?
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