Interviews

The role of the Customer Experience Director: between creativity, design and technology

What does a Customer Experience Director do and what tools does he have? Francesco Piaceri tells us about it in his article and in his Interviews on Story Time.

That of the Customer Experience Director is definitely a particular job: this figure is responsible for developing strategies of Customer Experience Management and designing innovative solutions and, above all, strongly centered on the end user or consumer.

The team I follow helps customer brands build new experiences and services for users, analysing and studying the multiple scenarios and the different methodologies to satisfy the digital needs of companies and their employees as well as the end users of their services.

Among the various activities of a Customer Experience Manager can not miss a careful analysis of the Customer Journey, that is, the set of all the points of contact between the brand and its consumers: from the search for the product or service to the purchase, the daily experience, looking for assistance, the support you receive from the brand.

In this "journey", which increasingly brings customers closer to brands, every touchpoint implies an experience that must be designed and implemented ad hoc to generate satisfaction and respect for expectations, essential to gain consumer confidence and thus a long-term relationship with the company itself.

How did I approach this professional role? A bit for the studies, a bit for the chance of my evolution; starting from the consulting I then worked for a boutique design management firm in Milan, recently acquired by Fiven. My greatest luck has been to get in touch with a multiplicity of customers, small, medium and large companies belonging to the most varied sectors: from luxury to automotive, to banking, finance and retail. And all these companies have always shown a common point: the need for change in the digital field, in the way and in the channels through which the relationship with the consumer is managed.

It is especially in recent years that digital has become fundamental for companies in every sector. Having a good digital strategy allows not only to reach the target audience more effectively on all channels, but also to position themselves in a strong, clear and unambiguous way on the target market. At the same time, the evolution of services and the technological changes taking place contribute to the creation of new business spaces and market niches in which to operate.

Among the main challenges that a Customer Experience Director must face is surely the volatility of the markets that, combined with the fast digital transformation, implies the need to keep up with the times by balancing what end users expect from the world of work and business.

An additional element is to know how to intercept the needs of customers, even those who are not experts in technology and digital, to understand together with them what are their expectations and goals to achieve and guide them to the right path without letting them feel the physiological fear of change, which on the contrary, can have effective positive outcomes.

The consulting approach that distinguishes Fiven is based on different methodologies, including that of design thinking that helps precisely to complete this type of passage to support the customer in acquiring the right awareness of the need to develop and bring to market new solutions and new services.

Consulting, however, is only the first step that precedes the construction of a relationship of continuity and confrontation manned in a bi-directional way. Fiven, through the intersection of technology and design, provides all the tools necessary to enable customers to manage their digital business independently, contributing to the creation or transformation of a new mindset to approach technology. It is precisely with a view to building a true partnership with its customers, that Fiven supports them in all their changes through an approach and a range of end-to-end services.

The field of design and technology meet mapping and meeting the demands of the market because, as you can well imagine, the decision-making power on what "works" and what "does not work" is up to consumers. We must therefore be ready to respond to these needs that are not only technological but also functional and aesthetic, with an eye always turned to the future and innovation. This is where design comes into play by becoming the counterpart of technology; two sides of the same coin that must reach simultaneously the eyes of the consumer.

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