Managing a better user experience is critical to almost every business. After all, it is part of the way that a customer engages with your company and/or your brand. It’s important to get it right so that the customer has a positive experience. Without a good experience, you can lose customers and that can hurt your bottom line in the long run.
We asked members of the Forbes Technology Council for their best tips on improving a company’s user experience. The answers given are insightful and may prove useful if you’re looking to revamp your company’s customer engagement in the near future.
1. Ensure Customers Give Info Only Once
Consumers today don’t mind giving up personal data but hate when they have to do it twice. The companies providing the best service are careful to intelligently govern every piece of information from a customer, matching it to their master record and providing an integrated user experience at every touchpoint. – Salah Kamel, Semarchy
2. Consider Customer Touch Point Mapping
Map the customer touch points throughout the organization and review the interaction of customers at each touch point. Work with the stakeholders for those touch points and build ways to empathize with and dazzle customers during these interactions. Experience creation is a mutually inclusive event of human values, business goals and technology. – Vilas Uchil, BullsEye Telecom
3. Get Immediate Feedback
We have all had a moment while using a product or service and thought, “Who came up with this?” Instantly, ideas for what could be done to make it “better” begin to flow. In those moments, sharing meaningful feedback with the provider is secondary. When looking to develop strategies to improve user experience, creating opportunities to capture and incentivize immediate feedback are key. – Ameerah Murray-Whitaker, Convey Health Solutions
4. Respond To Public Feedback
So much feedback from users is public on official websites, through Twitter, Facebook and app reviews. Too many companies ignore these channels, and it’s effectively letting customers control your public image. A public response in a short time frame, even if it’s not able to solve the issue, shows that the company cares about feedback, and values the opinions of its users. – Luke Wallace, Bottle Rocket
5. Remember The Human Touch
Companies must create real connections by making technology feel more human while allowing employees to create better customer experiences. Human interaction is critical with consumers wanting more of it to allow for seamless and unobtrusive service. And for those who are creating automated experience solutions, the technology needs to learn from human interactions to improve. – Matthew Lieberman, PwC
6. Eliminate Redundancies In Your Process
Eliminating redundancy means constant attention. Ideally, you only want customers to perform a tedious, high-effort task that requires special verification and documents once. For example, customers should only have to verify their identity once per engagement with the system. I always look for great methods from all sorts of businesses. Voice verification is effort free for consumers, reliable and a perfect example of what I look for. – Arnie Gordon, Arlyn Scales
7. Watch An Outsider Engage With Your Brand
8. Create Customer Advisory Boards
Create a customer advisory board (CAB) of your dedicated and loyal clients. Provide insight into the company’s roadmap. Understand their difficulties in using your products or your services. Have them be part of the journey to be inclusive and allow feedback in a creative and productive manner. They can provide great value to your product and business teams. Meet with the CAB on a quarterly basis. – Mark Chiles, Hart Energy
9. Be Transparent
Be as transparent with your customers when you communicate digitally as you would in person. You wouldn’t hide the fact that a customer was signing up for a recurring credit card subscription in real life, so it isn’t acceptable to sneak it into the fine print online. Use video as a form of online communication to ensure that your customers understand your product offering. – Anthony Delgado, Disrupt
10. Keep It Simple
Many times, in many fields, less is more. My advice is to keep it simple, use fewer colors, fewer features, just less. Remember how Google was and still is just one free simple white page with lines of results. See how subtle and clean looking the Apple products and packages are. And remember that when you are thinking on your product’s user interface/user experience – Dr. Karin Lachmi, Bioz
11. Eliminate The Password
To improve the user experience markedly on consumer-facing and employee applications, firms should offer customers and internal teams a password-less experience. By removing the friction of passwords, customers get seamless access to resources such as banking, workstations and even internet of things (IoT) devices like smart locks and ATMs. Starting off on the right foot with customers with a low barrier to entry goes a long way. – Bojan Simic, HYPR Corp.
12. Adapt Content For Multiple Devices
Develop content that can easily adapt to all device sizes. Nowadays, customers make online searches through smartphones, tablets and computers. That’s why it is essential that company apps, websites or information can be visualized on any type of device. Customers will be more attracted to a user-friendly app as it will deliver a better experience and they’ll be more prone to return. – Darwin Romero, Applaudo Studios
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John is the head of marketing at the 'Australian Marketing Agency'. John brings over 20 years of experience in creating outstanding and innovative solutions to help businesses reach their full potential by developing brand stories and user experiences which viscerally connects with the target audience and delivers mind-blowing results.