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Customer Experience Design Framework Guide & Template

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A proven, simple approach for outlining a customer experience vision and design for an organization.

The Customer Experience Design Framework is simple-to-use, but very effective framework at structuring analysis and design of customer experience improvement. It uses three components to drive analysis, “visioning” and discussion: 1. The aspirational customer experience; 2. The current customer experience; and 3. The experience delivered by competitors. Using this simple model, aligned to the core steps taken by a customer along their experience journey allows improvement to be targeted for greatest return.

The power of this Customer Experience Design Framework comes through its simplicity and adaptability. It can be tailored to any customer experience journey, any level of detail and any number of customer journey steps. It is also very effective when used to engage stakeholders during a future state customer experience design or “visioning” exercise in addition to executive socialization discussions aimed at soliciting buy-in and endorsement for process improvement or transformation.


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