HOW TO: Create a stellar customer experience

Customers expect experiences that reflect their needs whenever they access your brand. Eric Parkinson, director of user experience at Garrigan Lyman Group, explains how to make sure they’re satisfied

A lot of attention has been directed towards the concept of ‘customer experience’ during the past several years. Though the central tenets of this concept are not novel, new discoveries have been made about how to best influence your customers as they navigate an increasingly noisy and decentralised environment. Customers now have control over how and when to receive content from brands, so traditional modes of analysis that focus on funnel metaphors or top-down, demographic-based marketing models must be updated.