This article was based on the interview with Kaaren Hanson, Chief Design Officer at Chase by Greg Kihlström, MarTech keynote speaker for The Agile Brand with Greg Kihlström podcast. Listen to the original episode here:
Customer success is a key metric in today’s digital age, where user experience is paramount to the success of any business. There is great importance in aligning teams around the goal of customer success, which highlights the need for a cohesive customer experience across all channels.
Metrics play a crucial role in measuring customer success, as they provide a clear benchmark against which teams can measure their progress and align their efforts. By focusing on metrics such as customer success rates and value added, teams can ensure that they are working towards the ultimate goal of helping customers achieve their desired outcomes.
One example discussed in the podcast was the measurement of success in improving customers’ credit scores. By setting a metric that directly correlates with the customer’s goal, the team was able to focus their efforts on creating solutions that would have a tangible impact on the customer’s financial well-being. This customer-centric approach not only drives business growth but also fosters customer loyalty and satisfaction.
It was also emphasized in the podcast that vanity metrics, such as click-through rates, are often misleading and do not provide a true measure of success. Instead, teams should focus on metrics that directly align with the customer’s desired outcome, such as time to access funds after depositing a check. By understanding the customer’s needs and measuring success based on those needs, organizations can create a more meaningful and impactful user experience.
In today’s omnichannel world, where customers interact with brands through multiple touchpoints, it is essential for organizations to align their teams and create a seamless end-to-end customer experience. This requires breaking down silos within the organization and fostering collaboration between different departments, such as design, engineering, product management, and marketing. By working together towards the common goal of customer success, teams can create a cohesive and consistent experience for customers across all channels.
Designing for customer success requires a holistic approach that considers the customer’s needs, aligns teams around a common goal, and incorporates metrics and analytics into the design process. By prioritizing customer success as a key metric, organizations can create exceptional user experiences that drive business growth and customer loyalty.
