7 key ideas to start working with customer experience

*This article appeared first in Puro Marketing 

Think about your work and tell me how long you will be performing it.

It is not only about you getting tired of it. It is more like: ‘Will this seriously be useful for somebody?’

When you are in your office, in front of your screen, stand up for a minute. Take a walk. What are you doing here? What is the reason you are in this job? If you got tired tomorrow and quit; who would care? Who would miss you?

Alright, sit down. Beyond this scenario, the truth is that it is very likely that most people have felt like this once before. And it’s increasing.

If being this way is uncomfortable, imagine living as a taxi driver in times of Cabify, being a journalist in times of Youtube or Facebook, or owning a cinema when everyone has Netflix. If it is not clear to you what your value is to your clients, you'd better not be complacent.

In these times, there is no worse circumstance for a company than looking around and realising that there are lots of people ‘pushing all the right buttons’ while we're not. We are not very sure about how our future in a connected world of “ultra social millenials” will look like.

The big question is: Why are so many industries so vulnerable to change? From our point of view as brand consultants, this question is relevant...

Creating a change, moving to being a user-oriented company involves a series of moves, strategic decisions and mind maps that are not easy to reach. For most companies which decide to embark on the journey, their adventure has to be much more about a reflection of what they are today more than about opening a new business opportunity. It’s about running away from being stationary and reach their intentions.

Creating a unique experience and pleasing the consumer is an interesting goal. But creating experience design for transforming the direction of the company and generating a readjustment, that is magic.

If you are at that point, these are our basic principles for an experience-orientated company’s mind map:

1.     Align the will to create new experiences with a strategic goal of the company. Better if it is aligned with the purpose of your brand. Do not limit it. Trust this fact: the first thing you will get out of this exercise will be no longer asking yourself the question, “But what are we here for?”

2.     When your company’s treasury can afford it, buy a pneumatic drill that can break your department's walls. Services design and orientating towards the creation of experiences is a job of one single team with a single target. It is not created in one department. It is generated by the sum of the company’s sensitivities.

3.     Forget all about your beliefs in what you can and cannot do. If the experience map does not expand the perspective of what your company is capable of, you were not ambitious enough.

4.     Creating a great experience is simply finding solutions, no more no less, don't overcomplicate it. The more you understand your clients need and the reasons for this need, the probabilities for success are higher. It's not possible to create a great experience if it does not provide solutions.

5.     Generic profiles in marketing do not exist. In real life there is no such clear divide of uniformed socio-demographics. In real life there is only people. If a person does not sit at the reunion table, or no one represents them, something is failing. In terms of experience, do not work for a “millennial woman of average income”. Work for Sandra.

6.     Do not limit yourself to touch-points that are totally under your control. Be brave and re-think them all. A touch-point is any place or situation in which you can help your clients. The life of the client neither starts nor ends with you.

7.     Have fun aligning with your audiences. If it is not a memorable experience for you, it will never be for them.


David del Amo.
Strategy Director - Saffron