More than ever, companies want to know their customers better to be able to provide them with an improved overall experience with their brand. To understand how this can be done, we decided to ask Christelle Beernaert, our own UX designer, as she keeps busy daily with getting to know… you!
What is UX design and how is it linked to getting to know your customers?
Christelle: “As a UX designer, my job is to think web interfaces and offline tools and processes to make sure that the customer’s experience runs smoothly. To do so, I really need to get to know the people that interact with the interfaces. I start with analyzing customers to understand what frustrates them and what their needs are. Then, I look for solutions that improve their experience and make sure they find what they need.”
How do you get to know your customers?
Christelle: “Getting to know your customers is the basis of UX design. I gather as much information as I can to construct what we call personas. These are fictional people that represent typical customers of a specific company. I look for information such as age range, hobbies, preferences, financial means and so on. Once I know the target group, I can dig a bit further and relate their behavior to business issues.
For example, brands often don’t think about certain people, such as color-blind people or the visually impaired. If they happen to be a big percentage of the company’s customers, it is important that their specificities are taken into account. They could for example be bothered by certain colors and therefore interact differently with the web interface.”
Which tools do you use to gather information about your customers?
Christelle: “To gather information about customers, there are different types of approaches. Usually, I would start with a quantitative approach. Sending out a customer survey to a large number of customers allows to quickly gather a lot of information. The aim of the survey is to get a general feeling of possible frustrations and satisfaction levels.
To really go into details, I usually go on with a qualitative approach. By asking permission to contact the customers about their answers after the survey, I’m able to set up a panel. I then ask them to answer a series of questions about the main topics that came out of the survey. I usually receive answers that go in depth and give me a clear, qualitative overview of the situation.
Getting to know your customers also goes through follow-up. When implementing solutions based on the previous analysis, I usually perform A/B tests. This allows me to compare reactions to different solution to a problem and gives me even more insight on what customers really want.”
What do you do for RingRing?
Christelle: “I am currently analyzing our customer’s reactions to our web interfaces, our platform and our public website. By doing so, I am able to find the frustrations that they encounter and think about solutions.
As RingRing is a B2B company, one of the main needs for our customers is related to time. Our customers need to be able to perform their tasks quickly to not loose time. One of the ways I want to optimize this is to work on the speed at which our customers find the information they are looking for. Therefore, I rethink the architecture of the web interfaces and make sure that information will be accessible as easily as possible.”
What is your favorite RingRing product to get to know your customers?
Christelle: “To get to know your customers, I can only recommend our Customer Satisfaction Survey solution. This allows you to send out surveys through SMS, automated calls and email. Thanks to this product, you can really find out the needs and frustrations of your customers. From there, you can build towards a more positive experience.”
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