Reimagine & Create New Customer Experiences

by Allan Ung


Walk in your customers' shoes to reimagine and create compelling end-to-end customer experiences.


“You’ve got to start with the customer experience

and work back toward the technology –

not the other way around.”


Steve Jobs


The Covid-19 pandemic has negatively impacted many businesses all over the world. Many who could not change their business models to adapt to the pandemic have gone bust, while others try to go digital to sell their products and services online in order to survive.


While it may be relatively easy to digitize or digitalize to set up an online business, business or service designers need to take a "market-in" view of the organization by focusing on the customer journey, or the customer's end-to-end experience.


According to Nigel Greenwood, author of the book "Walking In Your Customers' Shoes," Customer Experience is "Everything your customer sees, touches and feels about your company."


In other words, customers are less influenced by the core offering than by the layers of experience around it (Fig. 1). This is because people don't think in isolated experiences; people actually derive value and meaning from the total experience.



Fig. 1 - Customers are less influenced by the core offering than by the layers of experience around it.

(Source: Stickdorn et al., 2018)


Customer journey maps serve as a visual means to identify the steps your customer goes through as they experience your product or service and the impact of each.


A journey map is helpful for the problem solving team to “see” what the customer goes through in achieving what they want.


Although a journey map is made up of a series of touchpoints, satisfactory touchpoints may not add up to a satisfactory customer journey.


To improve the quality of customer experience, organizations must have a better understanding of customers, gaining greater customer insight and cater to their customer's end-to-end journey.


Industry practitioners of journey mapping include Apple, IDEO, Starbucks, AirBnB, Singapore Airlines, Nike, Procter & Gamble and DBS Bank.


It is easy to create a customer journey map. An illustration of a journey map for an online purchasing experience is shown in Fig. 2 below.