User experience, known as “User eXperience” (UX), is the set of factors related to the interaction of a user with a brand, commonly in the digital environment, resulting in a positive or negative perception. It is essential to evaluate satisfaction when browsing a website, when using a mobile application, software, among other possibilities. Good UX design seeks to make that experience as fluid, intuitive, and satisfying as possible.
UX is a treasure that many claim to know, however, very few exploit it. From everyday experiences we can rescue a lot of cases of user experiences that ended in frustration. One would think that, in current times, this could be avoided, due to the dynamism with which we can make adjustments and the technological advances that we can draw on.
Science fiction stories, written years ago, tried to predict the future, they helped us imagine what our lives would be like thanks to all the inventions we would be able to use. In many cases they were right, they became a reality thanks to the imagination of innovators who, in addition to developing them, thought about the best way to use them.
Nowadays, for companies of any size, it is essential to have a digital presence. Even small entrepreneurs have taken on the task of creating content to offer services, products or entertainment through various channels. The way brands interact with customers or prospects has transformed as much as technology.
Time has become an increasingly valuable element, which is why no one wants to spend it listening to sales speeches. Just as we choose the person with whom we want to share our life, we also do so with products or services, especially if the relationship means a long-term contract or constant interaction.
In simple terms, what we hope is that companies show interest in us and if so, let’s start getting to know each other to discover if we are compatible. The analysis of consumer behavior covers aspects such as tastes, needs, preferences and even fears.
An everyday example is what happens with the menus of many restaurants. Before the pandemic we could find diverse designs and presentations. In addition to photos, some were very creative in the names of the dishes or in their physical form. We had to experience an emerging transition from printed matter to QR code, but this digital tool was completely wasted because it only led you to download a PDF file. The UX opportunity is in an interactive menu, which is a guide to help you choose, where in addition to photos, videos could be included. A digital menu that allows you to select dishes from your cell phone and make modifications to the ingredients you don’t want to eat, or add a note to the chef so they know your allergies or the eating plan you are following.
Continuing with the example of the menu, it is not only about making it interactive, since that only helps customers order what they want to consume but, even if the food is spectacular, if we make them wait a long time to receive the order, or we serve on a dirty or mistaken plate, it was of no use. The experience must be designed from start to finish, ending with payment options suitable for the consumer. Error-free implementation will allow us to increase user retention, customer satisfaction, and brand loyalty.
In a call center, the main objective, speaking of UX, is to guarantee a satisfactory experience in each interaction, to resolve the doubt or problem that led the customer to make the contact. According to Héctor Almaguer, Deputy Director of the Service Center at Grupo Financiero Inbursa, the future of UX in call centers lies in the strategic integration of technologies and a customer-focused culture; Offering faster and more accurate responses will be achieved with the integration of technological solutions that can quickly analyze the customer’s query and provide accurate answers, almost instantly, reducing waiting times and improving service efficiency, while personalizing services helps adapt interactions to the specific needs of each client, in favor of their satisfaction and loyalty.
To ensure the success of any digital platform, it must be planned based on the needs of the users, as well as the alignment of the internal processes that are required for every flow to be coherent. New products and services appear every day, so as there are more and more options, the competition becomes more complicated so, without a doubt, users will choose the option that gives them a better experience.
The author has worked as communications director in infrastructure and energy companies, in addition to teaching the subject of responsible leadership at EGADE Business School at Tecnológico de Monterrey.
