Econsultancy columnist Nikki Gilliland has shared key benefits of the ‘working backwards’ method for effective customer experience (CX).

In this method the focus remains on the customer need. So it tries to explore the benefits of the technology for the customers, and the problem it will solve in their lives, instead of starting with the technology.

Gilliland says, “It’s clear that the ‘working backwards’ approach can result in a superior CX, but let’s finish by delving deeper into this, and what it means overall.

It builds empathy

Brands that take a ‘working backwards’ approach to CX are often more empathetic than those who do not, with a far deeper understanding of the customer’s needs, as well as the contextual circumstances in which they interact with their product or service.

In turn, this makes it far easier for the customer to feel affinity with a brand, and this can translate into better conversion rates and audience scale”.

Why the ‘working backwards’ method is key to a superior customer experience

Econsultancy
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