Customer Experience Engineering

Overview

In the early 20th century, new technologies emerged, including the human factors field. Aviation was the first field to use scientific knowledge to optimize user experience in the pilot-cockpit interaction.

Today, we refer to this technical specialty of applying scientific research to design superior human-machine interactions as “UX” which stands for User Experience.

Though the discipline has existed in one form or another for a long time, “UX” is relatively new to most people. And those who know the term often don’t have a clear understanding.

For example, people regularly mix up scientifically-based UX engineering with the creative practice of visual design, sometimes referred to with the acronym “UI” for user interface. And, while these two specialties are somewhat related, they are very different in practice, perspective, and expertise.

Today, the UX field has matured, grown, and evolved from a focus on a single human-machine interaction to multichannel interactions across time. We call this new more holistic area of scientific research, study, and knowledge Customer Experience (CX) engineering.

What is User Experience Engineering?

Engineering is applying scientific knowledge to invent, construct, or manufacture things.

So, User Experience Engineering is a highly specialized technical design activity because user experience engineers use their technical knowledge to develop impactful experiences with machines, including software.

User experience engineers draw from scientific fields like psychology, sociology, and anthropology to leverage powerful insights to design breakthrough experiences.

• Engineers use psychology to factor in the science of human behavior, thoughts, and feelings.
• Engineers use anthropology to leverage current knowledge of human behavior across cultures.
• Engineers use sociology to factor in human social relationships and cultural patterns.

In addition, UX has become an independent science, study, and body of knowledge powered by millions of person-hours over decades and billions of dollars of research.

What is Customer Experience Engineering?

Customer experience engineering is the application of scientific knowledge to develop, test, and manufacture comprehensive customer experiences.

• Customer Experience is broader than User Experience, and UX is one component of CX.
• Customer experience engineering covers how customers interact with your company, including interaction strategy, interaction design, marketing, support, and also your products.
• Customer experience includes digital and non-digital interactions. It is the science behind developing every aspect of your customer’s experience.

Today, high-quality customer experience engineering and user experience engineering are essential.

Why CX?

It’s well-known today that $1 invested in UX returns between $2 and $100.

Three primary factors feed into the high return rate on user experience investments is because

• Good experience design elevates response
• Good experience design keeps customers while capturing more market share
• Product manufacturing efforts take significantly longer than design efforts.

The astronomical value of adequate preparation is also the same driving force that makes the separation of business and functional requirements so valuable. So it stands to reason the return on a more holistic perspective like Customer Experience Engineering is much higher.

One clear fact is that manufacturing costs more than design, and design costs more than discovery-each by at least an order of magnitude. To be competitive, viable, and agile, you must

• Leverage the latest scientific research to define a better target.
• Protect yourself by conducting activities in an optimal order. For example, conduct the optimal amount of research before manufacturing
• Test deeply, learn and iterate quickly, and adapt to zero in on your target as early as possible

Unfortunately, there is a bit of techno-mania today, making it impracticable for non-technical stakeholders to find the right tools for the job. You have to know today’s true technological capabilities to distinguish between science fiction and the reality of state-of-the-art tech. And not everyone has a good handle on the concrete difference between the technology of the future and the technology of today.

Having a holistic approach is key.

This may sound strange coming from a technology company, but technology is not always the answer. Be careful not to apply technological solutions where they are not appropriate. Figure out where you will better serve customers through alternative approaches.

It’s just as important to know what NOT to build as what to build.

There are limitless ways to solve problems. Your challenge is to find the optimal ones for your customers. Therefore, a holistic product strategy and customer experience perspective are essential in finding the most effective solutions, providing the most value for your customers.

Summary

Any company not harnessing superior capabilities of cutting-edge customer experience engineering falls behind.

Customer experience determines how much revenue you’ll make, how many customers you’ll gain, and your existing customers’ loyalty.

Even if it’s not on your radar, customer experience is at the heart of your company. It’s what sets any company apart from their competitors. It makes or breaks a business.

As markets becomes more sophisticated, it will inevitably become a matter of survival to leverage the latest scientific knowledge to optimize your customers’ experiences.

Customer Experience Engineering applies revolutionary, sophisticated, and ultramodern techniques to invent, construct, and manufacture world-class customer experiences.

Supercharge your customer experience today to experience success for years to come.

Find out how!

Apply Today!