How do you design and deliver memorable and emotional CX moments that delight and surprise your customers?

Os momentos CX são cruciais para a construção de uma experiência memorável e duradoura para o cliente. Cada interação, contribui para a percepção que o cliente tem da marca. É fundamental identificar os momentos de maior impacto, aqueles que se conectam com os objetivos, necessidades e emoções do cliente. São esses momentos que definem o relacionamento e podem fidelizar ou afastar o cliente. Investir em uma estratégia CX focada nesses momentos chave é essencial para o sucesso de qualquer negócio. A atenção aos detalhes, a personalização e a empatia com o cliente são elementos que fazem a diferença. Ao criarmos momentos CX memoráveis, construímos relacionamentos duradouros e fortalecemos a marca, gerando fidelização e crescimento.

They are ideally touchpoints or interactions where customers engage with a brand, product or service. These moments can range from the initial discovery to the post-purchase experience and everything in between. What makes these moments stand out is their potential to significantly impact the customer's perception and emotional connection with the brand. They are opportunities to exceed expectations, evoke positive emotions and foster loyalty.

It’s all about how you make people feel. And that is exactly where some brands are successful, yet most struggle. People are the brand. It should be the starting point of everything you do, every day in every channel, and on every touch point.

Deep Customer Understanding: Begin by thoroughly understanding your customers' preferences, pain points, and aspirations. Emotion-Driven Touchpoints: Infuse emotion into every interaction by personalizing messages, gestures, and surprises to evoke genuine feelings of joy, appreciation, or empathy. Consistent Brand Experience: Ensure consistency across all channels to maintain a seamless experience. Storytelling: Utilize storytelling to forge emotional connections by sharing success stories, customer testimonials. Feedback Loop: Actively listen to customer feedback and iterate your CX strategy based on insights. By following these principles, you can design and deliver memorable and emotional CX moments.

To design and deliver memorable, emotional CX moments, I start by deeply understanding customer needs and pain points through data and feedback. I identify key touchpoints where small, unexpected gestures can make a big impact—like personalized thank-yous, proactive solutions to potential issues, or rewards that resonate personally. By empowering front-line teams to act flexibly and empathetically, I create space for genuine, human interactions. Additionally, I use data to anticipate customer needs, delivering surprises that feel timely and relevant. This approach transforms ordinary interactions into memorable moments that build loyalty and delight customers.

As much as we want to design interactions and moments that delight, it's also possible to try too hard and become intrusive or distracting. There's a lot of noise out there and you to focus your experience design on customer and employee gains and pains. To find opportunities to provide delightful and memorable surprise, you need to start by understanding who your priority personas are and they need to be articulated to inform all your experience design decisions. Conduct qualitative research to better understand your customer's hopes and struggles and constantly gather input from your customer-facing teams to better understand opportunities to help a customer. If you enable your team to support your customer journey, you're 90% there.

CX moments are where you can make the difference, it is a point in a customer journey where a customer will switch off, or double down. Finding these moments, be they emotion or needs based, can allow you to improve journey completion and customer satisfaction

To design and deliver memorable and emotional CX moments, focus on understanding customer emotions and needs, personalize interactions, exceed expectations, create moments of delight through unexpected surprises, and prioritize authenticity and empathy in every interaction.

To design and deliver such CX moments, organizations should consider the following: Understanding customer needs and pain points: Conducting in-depth research to understand the customer's journey, pain points, and desired outcomes is the foundation for creating meaningful CX moments. This involves gathering insights through customer surveys, interviews, and observing customer behavior. Crafting emotional connections: Successful CX moments are those that create an emotional connection with the customer. This can be achieved by incorporating elements of surprise, personalization, or by addressing the customer's underlying emotional needs.

These are interactions between the customer and the Brand/Company promoting the Product. The interactions can be online or offline. Any Brand would strive to deliver a good CX moment.

Por meio do mapeamento da jornada dos clientes, é possível identificar os momentos onde os clientes se relacionam com as marcas. É possível ainda entender a expectativa dos clientes com cada momento.

As organisations build a sophisticated understanding of Customer Experience (CX) Moments that matter, the analysis and ongoing reporting and monitoring can extend to: 1. Segmenting Your Customers - not all Customers are the same, group customers based on demographics, behavior, needs, or value. 2. Measure and Prioritize Based on Impact - Evaluate moments based on their impact on customer satisfaction and business outcomes. 3. Look for Moments of Truth - Focus on critical touchpoints these are often decision points like making a purchase or seeking support. 4. Analyze Customer Behavior Data - across channels to identify engagement patterns. 5. Collaborate Across Functions - each team, from product to support, plays a role.

É crucial conhecer profundamente os clientes, mapear a jornada deles e identificar oportunidades de impacto e trabalhar em cima disso. Para isso é essencial surpresa positiva, comunicação empática, experiências multissensoriais e feedback contínuo são elementos-chave. Lembrando sempre que a equipe deve ser treinada para oferecer atendimento excepcional, incluindo trabalhar capacidade de decisão e trr alçada para fazer acontecer. A busca constante por inovação tb contribui para aprimorar a experiência do cliente e surpreendê-lo.

This requires a deep dive into the customer journey. In my approach, I usually start by mapping out every touchpoint customers have with the brand. Then, use customer feedback, analytics and empathy exercises to pinpoint moments that have the highest impact or where customers are likely to face challenges. These are often moments of high engagement or decision points tha can make or break the customer's relationship with the brand. Prioritizing these moments allows us to focus our efforts where they can make the most significant difference.

To make customers really happy, you have to learn a lot about them. Understanding who they are, what they desire, their emotions, and their entire journey with your product or service is essential. Employ a mix of research techniques like interviews, surveys, observations, analytics, feedback, and building customer personas to gather valuable insights and data.

Designing and delivering memorable and emotional customer experience (CX) moments that delight and surprise customers requires a strategic and thoughtful approach. Here are some key considerations: Identifying CX Moments That Matter:To identify the CX moments that matter most to customers, it is important to thoroughly understand their journey, pain points, and expectations. Designing Emotional Connections: Creating emotional connections with customers involves crafting experiences that evoke positive feelings and a sense of delight. Delivering Seamless Experiences: Ensuring a seamless and consistent customer experience across all touchpoints is crucial.

Nail the basics so that the 90% that makes the product functional does its job flawlessly. The other 10%? Create those 'wow' moments that blow customers away and make them tell their friends. So how do we identify these moments? Answer - Experimentation. Have an innovation design squad whose role it is to play on the edges. Learn from other industries and the 'cool' companies. Integrate new tech enablers and employ creative technologists to help with consumer adoption. Research can help of course. BUT remember that users rejected a Samsung touch screen during user testing because "there weren't any buttons". Trust your teams to innovate without jeopardising core business activities.

Once you have conducted your customer research and feel you have a solid understanding on your customers context, needs, and motivations I find it helpful to look at Maslow's hierarchy of needs. Figuring out where on the pyramid your customers are sitting is going to help you identify what moments matter for your customers and why they matter. Customers who are sitting towards the bottom of the pyramid are unlikely to be delighted by creative or sustainability features - their immediate survival and security needs will take precedence in their decision-making. Similarly, customers at the top of the pyramid are unlikely to be wowed by enhanced security features, as they consider these table stakes not delighters.

Identify all the customer touch points, also analyze any missed touch points. Journey mapping is the best tool for this. Once done, identifying the moments that matter to customer first followed by the moments that matter to company can be good to start. Eg: in a online vehicle service booking; having multiple & seamless booking touchpoints can matter to the company. While the touchpoint that provides vehicle update would matter to the customer

Una herramientas que me ha ayudado mucho para identificar los momentos CX es el diseñar el Customer Journey. Conocer las la forma de interactuar de tus clientes en las 5 etapas (Conciencia, Consideración, Compra, Retención y Recomendación) mejorará su experiencia. Al entender el viaje del cliente, las empresas pueden identificar puntos de fricción y oportunidades para mejorar la experiencia.

As a product designer, my goal is to create experiences that genuinely connect with our customers. I focus on understanding their needs and adding personalized touches, like customizing interfaces based on their preferences. I love surprising users with unexpected delights, such as a discount code after reaching a milestone (gamification) or a special birthday message with a gift. By designing engaging and fun features, like interactive tutorials, I aim to make every interaction enjoyable. Ultimately, I strive to make our customers feel valued and excited about using our product.

For this purpose i use my own framework called Wonderonomy.com. It is gamified modeling tool which helps to design memoriable and deeply involving experience. I combined Joseph Campbell's monomyth known as the Hero's Journey with CJM principles to create a flexible CX system that includes an element base and service unit economy system that speeds up the design process and empowers participants. Wonderonomy can be used by product designers or customers or both on collaboration sessions. We use it for different industries: Tourism, Development & redevelopment, Education, IT, Governance, Fintech, FMCG and many others. Cultural projects in creative industries

Com a jornada do cliente mapeada, você terá em mãos um retrato das expectativas dos clientes para cada momento, com isso já terá um bom norteador das experiências que podem exceder a expectativa, gerando encantamento e surpresa. Porém, sugiro só começar a pensar em momentos encantadores, depois que o básico da experiência já estiver rodando.

Delighting and surprising customers in CX involves going above and beyond their expectations. In my experience, this often means personalizing interactions, offering unexpected value and demonstrating genuine care and understanding. For example, personalizing a product recommendation based on customer's past behavior can turn a routine interaction into a delightful surprise. Similarly, proactively solving a potential issue before the customer even notices can create a memorable experience. It's about adding that extra touch that shows the customer they are valued and understood.

The only way to surprise human race is to show kindness and empathy when they are not expecting. Of course, let us keep the lotteries and private jets aside for a moment :). Experience starts the moment users learn about your brand and the sale is made, post sale experience is equally important. But, how to add CX moments of delight? Let us take an example of a restaurant. Giving an ice cream cone to people standing in long queues in scorching heat outside the restaurant is an example of memorable experience because you showed empathy, care which users were not expecting. These users are going to come back to the restaurant again and again. :) Train your people on these simple yet impactful gestures.

Utilisez l'intelligence collective et impliquez vos différents services et vos clients dans le processus. Gardez toujours en tête cette phrase d'Henry Ford : "Si j'avais demandé aux gens ce qu'ils voulaient, ils m'auraient répondu des chevaux plus rapides" ;)

Designing and delivering memorable and emotional CX moments that delight and surprise customers requires a customer-centric approach focused on understanding customer needs, pain points, and expectations. The key is to create meaningful, personalized interactions that exceed customer anticipations. From the customer's perspective, effective CX design involves several critical elements: 1. Understanding the Customer Journey: Mapping the end-to-end customer journey to identify opportunities for delightful experiences. This involves analyzing touchpoints, interactions, and pain points. 2. Emotional Connection: Creating emotional resonance by tapping into customer feelings, values, and aspirations.

The pre-requisite thing here would be to provide the a normal/good CX moment, in the way it is has been designed. There must be no mishaps here. Followed by this providing a personalized experience like giving a personalized note or loyalty currency if possible can make customer delighted and surprised. Designing a CX moment that provides recognition to the customer would lead to a really delighted moment

El método de Design Thinking es muy buenos al momento de diseñar momento, te permite tener centrarte en el cliente y empatizar con lo que el cliente vive. Tiene foco en la resolución de problemas a través de etapas iterativas entre ellas. Permite la colaboración de distintas áreas y equipos que enriquece el proceso. Y es una metodología que estimula la innovación y creatividad.

To create connected, coherent journeys, consider taking a step back and looking at the larger picture of your CX vision. 1. Establish the guiding principles and target brand experience to steer the various parts of your organisation who have to work in unison to deliver the experiences to your customers. 2. Connect your customer journeys - delibrately map out and design your journey intersections and interactions. Thoughtfully construct the continuity and consistency of your CX. 3. Always design for drop-offs. Eventually your customer will come across a roadblock so they should be able to get help to put them back on their journey as easily and smoothly as possible. If customers fail and keep failing, then your CX has failed.

If I can borrow from the arguments and principles in Michael Gerber's book, "The E-Myth," many businesses (especially smaller ones) underestimate the importance of having standard operating procedures to deliver consistent customer experiences. Even if you have no intention to ever franchise your business, creating franchise-like SOPs helps your customers avoid unpleasant surprises and gives them the confidence that the positive experience they had on their first visit/purchase will be replicated every time they return. This also makes your CX much easier to scale if you ever choose to expand your business in the future.

🥰 You can involve your clients in making guidelines by film a mobile video instructions or stories. Give them opportunity to become co-authors of your content and brand, to fell like they are part of something bigger. 🤝 Implement systems that integrate customer feedback directly into product development and service improvement processes. 👁🗨 Use AI engines that adjust content, recommendations, and interactions in real-time based on customer behavior, preferences, and history. ☝ Continuous learning platforms that deliver bite-sized, relevant content to employees can ensure that customer-facing teams are always up-to-date with the latest policies, products, and CX strategies.

This requires a unified vision and seamless integration across all touchpoints. This can be achieved by aligning the organization around a clear customer-centric culture and ensuring all departments understand their role in customer journey. Training and empowering employees to deliver exceptional service at every interaction is key. Additionally, leveraging technology to provide a smooth, integrated experience across channels helps maintain consistency. Regularly revisiting and refining processes helps in staying aligned with customer expectations.

Consistently exceeding expectations is key. On- and offline. If you really care about the customer experience, this should be the starting point for everything you do. Appeal to customers with a hospitality experience mindset. Let them feel at home within your brandhome. This thinking captures, develops, and spreads desired culture. It contributes to consistent and memorable experiences, every day in every channel, and on every touch point. It builds a community of brand ambassadors.

Empower Frontline Employees: Equip your customer-facing employees with the necessary skills, knowledge, and decision-making authority to deliver exceptional experiences. Encourage a customer-centric culture that empowers them to go above and beyond. Continuously Optimize and Innovate: Regularly collect customer feedback, analyze data, and iterate on your CX design to continually improve and adapt to changing customer needs and market trends. Embrace a culture of innovation to stay ahead of the competition. By adopting this holistic, customer-centric approach, organizations can design and deliver memorable, emotional CX moments that delight and surprise their customers, while maintaining consistency.

Al momento de diseñar el momento CX que vivirá el cliente, se debe tomar en cuanta todos los puntos de contacto posibles, cambio de canal e incluso que sea una experiencia atemporal. Para lograr esto se debe conectar con las necesidades y frustraciones del cliente, y facilitar la interacción, se debe buscar integrar todos los puntos de contacto con el cliente para ofrecer una experiencia coherente y sin fisuras, así cumplir con las expectativas del cliente al momento de vivir ese momento.

Measuring these requires a mix of both qualitative and quantitative feedback mechanisms. Use CSATs, RRs, NPS etc. to gauge the effectiveness of the experiences created. Beyond these metrics, collecting customer feedback through surveys, interviews and social listening provides invaluable insights into how customers feel about their experiences. This data helps identify areas for improvement and innovation. Continuously iterating on feedback being willing to adapt and evolve strategies is essential for enhancing CX moments over time.

Para medir e monitorar corretamente cada momento da jornada do cliente, é importante, primeiro, compreender a expectativa do cliente com a cada momento e o que eu quero compreender. Por exemplo, se a expectativa do cliente num determinado momento é que sua ação seja facilitada e sem esforço, é isso que devo medir, desta forma uma métrica de Customer Effort Score (CES) fará mais sentido que um Customer Satisfaction Score (CSAT).

Beyond the conventional metrics, 2 underrated yet highly effective tools stand out: 🦅 Online Sentiment Analysis with AI which allows you to quickly identify and address customer pain points and appreciate positive sentiments, offering a broader view of customer perception than direct feedback mechanisms. 🦅 Journey Mapping Tools like Wonderonomy.com helps to identify not only the critical touchpoints but also the emotional highs and lows customers experience with your brand.

Llevar un funnel con el viaje de tu cliente también es un buen mecanismo para medir y mejorar los momentos CX. Hace saber la cascada de caída de los clientes a medida que vas avanzando en el proceso de compra de productos o servicios te permite identificar posible dolores o rupturas de experiencias que hacen que el cliente no quiera continuar. Por ejemplo el exceso de información y procesos complejos son forma en generar desconfianza en las personas. De este mismo funnel pueden salir preguntas indagatorias al momento de interactuar y recoger el feedback de los clientes, el cual es fundamental ya que nos permite utilizarlo para mejorar el proceso y realizar ajustes necesarios.

Don't forget to create ways for customers to share their thoughts, like feedback loops, reviews, ratings, testimonials, and referrals. This helps you stay connected with your customers and make improvements based on what they have to say. It's like having a conversation with your customers to make sure you're always giving them the best experience possible.

Effective CX measurement is crucial for understanding the impact of your efforts and driving continuous improvement. Leverage a mix of quantitative and qualitative metrics such as: - Customer satisfaction (CSAT) scores - Net Promoter Scores (NPS) - Customer effort scores (CES) - Emotional sentiment analysis - Qualitative feedback from customer interviews and reviews Analyze these metrics to pinpoint areas for optimization, then implement an iterative process of testing, learning, and refining your CX moments. Continuously gather customer insights, experiment with new approaches, and make data-driven decisions to enhance the overall customer journey.

From experience, helping teams and leaders in transforming touch points into a genuine, heart felt experience (by bringing brand values to life), I’ve seen a direct and positive impact on: 1) NPS (Net Promoter Score), 2) brand awareness, 3) customer loyalty and satisfaction, 4) financial outcome, 5) benchmarks, 6) employee engagement (loyalty/satisfaction/retention).

From experience, while surprise and delight moments can be highly memorable; consistency is key. A brand should be consistent in all aspects, regardless of channel or product etc.

Surprising and delighting customers can only happen if you have the basic processes and technology in place to deliver on a customer experience that is easy and seamless. Otherwise, your attempts to surprise and delight can actually back-fire.

Envolva os clientes no processo de design, solicitando feedback e ideias para criar momentos que realmente ressoem com suas necessidades e desejos. Utilize ferramentas de análise de sentimento e feedback em tempo real para ajustar e personalizar os momentos CX de forma dinâmica, garantindo que eles permaneçam relevantes e impactantes. Crie uma comunidade onde os clientes possam compartilhar suas experiências e sugerir melhorias, tornando-os parte ativa do processo de inovação.

Personalização. Certa vez minha gerente pediu para que eu criasse uma cartinha de boas vindas a 10 influencers de uma grande rede de televisão. Uma baita oportunidade para fazer diferente e diferença para quem recebe. Pontos a se considerar: - não poderia ter padrão, cada um deve receber uma cartinha que faça sentido pra si. - storytelling, que historia vamos contar e como correlacionar com a marca? Dicas: - entrei nas redes sociais de cada participante e não peguei o primeiro post ok? daí vale uma pesquisa aprofundada nos primeiros posts desse influencer, o algoritmo do instagram mudou muito e o nosso comportamento também, mas uma dica de ouro é saber que no inicio de tudo a gente postava sem pensar muito em likes,o mais puro organico