Process This: Tying
It All Together
A complex system that works is invariably found to
have evolved from a simple system that works.
Products must be designed and produced. Services must be offered. Websites need to be created. Employees have to be hired and trained. And your customers must be accommodated. On their own, however, all of these things are not sufficient to create a cohesive experience for your irrational customers. In order for your company to create a compelling connection and a positive perception with your customers, you must also look at the final inherent element of the customer experience—process.
Let me be clear about what I mean by customer process. A customer process is any procedure or system that directly impacts the customer, but its benefit can be twofold. It can be a process initiated or conducted by the company, like a system for when and how it sends out customer invoices, or a process that the customer must navigate, such as a sales transaction on the company website.