What do you do if your customer experience lacks creativity?

Customer experience is a never-ending process and, often, is underestimated. To improve creativity within the CX, companies should collect as much data as possible from all the customer's touch points they possess. From the very top of the funnel to the last contact. Having data makes assessing "creativity" more deterministic. The assessment would create assumptions of initiatives that would act on specific touch points to increase that metric. Continuous assessment will improve the CX massively.

When customer experience lacks creativity, it's crucial to look for innovative ways to offer unique and exciting solutions that surprise and delight customers. This may involve introducing new features, personalization, creative collaborations, or a renewed focus on design. It's all about impressing and delighting your customers with something out of the box!

I think that the evaluation of the client must be done first by knowing in depth who is the client. Not only with data as a number but with an evaluation from the human side. Customers look for experiences that "catch" them, "captivate" them.

Firstly, not everything needs creativity. I don't want my plumber or my car mechanic to be creative. I want them to fix the leak and make my engine run. Customer service doesn't need to be creative. It needs to be responsive and provide your customers with the resolution they're looking for. If a customer's laptop, software or anything isn't working as they'd expect 'creativity' won't help them. Stop cramming creativity into every conversation. Maybe get the customer service reps to wear funny hats and add a ping pong table to the office, that usually helps.

How can we find creative ideas and learn more about our clients? It's what I call "Marketing with the street" or rather going out into the street to observe, listen, ask. This is one of the best ways to find "Insight"

This is one of the incredible stages to work as a team. Once the task is defined, it is important to let the ideas "flow". What you have to look for at this moment is quantity. For it you can play with tools that border on fantasy, look for solutions thinking "outside the box". Then make a selection of ideas that are the closest or most desirable for the user, and at the same time generate greater novelty.

Design thinking sessions led by a professional practitioner. Also training the organization to practice design thinking on every project

With an action plan crafted after assessing and gaining insights from CX data, the next step is identifying small solutions to test through prototypes meant only to focus on a specific touch point. This specificity is important because you must test how that change impacted the status quo. Only through testing and comparison you can move the metrics and improve the creative output of the CX.

It is important to note that multiple solutions may arise and that this will require further research into some specific technical issue. When working on the "prototype" make a "Checklist" of the characteristics, a good tool is, for example, the creation of a "storyboard" that is used for services, processes, videos.

A good tool for this stage is the feedback matrix, which serves to collect and organize user phrases regarding the solution proposed by the team. Its purpose is to evaluate and analyze the sensations and responses reflected in them.