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1、IPSOS VIEWSCX SERVICE DESIGN Designing experiences that create emotional attachment and drive brand growth AUTHORHelen Bywater-SmithDecember 2022ROCXIAdvocacyCustomers share their positive experiences with othersRetentionCustomers are retained and at-risk customers are recoveredOperational Efficienc

2、yCustomers are served in a quality-driven,cost-effective wayShare of SpendCustomers choose you more oftenCustomer Experience teams are typically focused on measuring and managing customer feedback.But they should also be leading the business in human-centric design approaches,to ensure that experien

3、ces are built on true customer understanding,create emotional attachment and drive competitor differentiation.When designed well,great customer experiences,deliver on your brand promise across touchpoints and create memories which drive the right behaviours and lead to desired business outcomes:incr

4、eased retention,share of spend,advocacy and operational efficiency,leading to a Return on CX Investment:ROCXI.1In this paper,we share best practice experience and service design guidelines on how to design customer experiences that drive business success.Figure 1 Delivering a Return on CX Investment

5、:ROCXISource:Ipsos As you read the guidelines in this paper,we recommend that you think about a specific journey or experience that you would like to design,refresh or repair,to improve your relationship with your customers.Perhaps you need to enhance the contact centre experience,create a more expe

6、riential retail environment,or design an easier onboarding journey?Think of the next 10 minutes read as a mini CX design clinic,where we will explore best practice frameworks and principles around service design and consider how they might apply to your specific experience design challenges.Share of