Designing Customer Experiences in 2010
In cognitive design we focus on creating a specific think-and-feel for artifacts. Every interaction with a product or service generates thoughts and feelings and collectively those makeup experience. Designing a specific experience especially one that differentiates a product or service is still very much an emerging practice but something executives want. Or so argues Bruce Tempkin in a recent post, The State of Customer Experience 2010.
Bruce is a thought-leader for Forrester Research and I have blogged on several of his reports in the past. His state of the customer experience research is based on interviews with 141 executives. Findings include: 90% see customer experience as an important strategy for 2010 but only 11% have a disciplined approach in place. More importantly for the cognitive designer, 80% want to use it for strategic differentiation.
