Brand experience determines the success of the product.

Both the B2C and B2B sectors are increasingly characterised by interchangeable products and services. This trend is most noticeable in the retail sector as the customer's decision-making process is directly carried out several times a day. More often than not, it’s the strongest brand on the (online) shelf rather than the best product that wins. In order to always be on the winning side with one's own product range, it is extremely important to address the topic of Customer Experience (CX)

When the USPs of an offer become blurred, the customer’s willingness to switch to a different product increases. It is, therefore, vital to think about how the relationship with the customer or business partner can be made more attractive, thereby becoming more proactive and thinking about the ways to create a convincing customer experience. Aspects such as one's own attitude towards sustainability can also be a decisive criterion for decision-making in this context. 

Long-term commitment is only possible if a lasting commitment to one's own product portfolio is also seen as a task. Both the product and the brand experience must consistently stand out and captivate the customer. In other words, if I cannot be experienced as a brand, I make it extremely difficult for my excellent product.

User & Customer Experience

User Experience (UX) focuses on the holistic view of all experiences of a user before, during and after interaction with a product, regardless of whether they are analogue or digital. The evaluation criteria of UX always focus on the product and its user (e.g. through success rates, bounce rates, duration of use). The customer now expects outstanding UX, so this can be considered a decisive sales factor for products. 

In contrast to UX, Customer Experience (CX) considers the level above. The focus is not on the individual product, but rather on all points of contact between the brand and the customer (B2C) or business partner (B2B). In order to be able to identify various starting points for the emotional bond, the user experience must be viewed and examined in its entirety.

Customer Experience

Design Connects Brand and Person

It is the design that can help to create new and impressive chains of experience, to analyze, map and understand customer (sales) journeys and activity cycles and to develop strategies for an outstanding brand experience and a convincing product and range of services.

In addition to design, technology also makes its contribution and is used as a decision aid in the development of a new customer experience. Using digital tools such as scoring and tracking, the use of cookies, etc., the user's behavior can be successfully determined, especially in the online world. Therefore, omnichannel marketing and multi-touchpoint sales are, once again, just as relevant a task as the development of excellent products themselves.

At UXMA, we have extensive expertise in user-centric product development and support brands in aligning their operations with the needs of their customers.

Interested in finding out more on this topic? 
Contact the author and head of UX & Digital Design now. 

Christoph Eichhorn
Christoph Eichhorn, Head of User Experience & Digital Design, drives the Human Centered Design and Design Driven Development areas with great commitment and in-depth expertise.
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