It’s 2022, but there are still an alarming number of companies that focus on everything but customer experience (CX). Whether unaware of — or actively opposed to — user-centric solutions, it’s most likely that decision-makers believe the myths about design. What are the systemic issues behind this lack of focus, you ask? I believe we could point to numerous factors, including the devaluation of research, poor synthesis skills, a nonexistent design process, and a failure to measure success.
Remember, customers want delightful experiences, not a place in your operational process. Without well-synthesized, mixed-method data, you won’t be able to define or design for delight.
The original article by AJ Joplin, Forrester's senior analyst, is here.
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