User experience, customer experience, and consumer experience… Beyond simply wanting to consume products and services, people long to experience out-of-the-ordinary moments. Companies must therefore offer memorable experiences with high added value, bearing in mind that they are primarily aimed at human beings.
Users, consumers, but fundamentally humans
The experience a company offers to its customers is a differentiator because it offers an original experience and builds loyalty. This is the basic idea behind “UX” or user experience.
The importance attached to this customer experience is reflected in the goal of offering something memorable or even extraordinary. Customer support should therefore focus on expertise that highlights the value of the product or service being offered, beyond simple design, so as to offer much more purposeful solutions. Having respect for customers, knowing them, liking them, and never caricaturing them are central to a successful customer experience.
So, rather than talk about customer experience, we should focus on human experience, viewing technology as the culmination of what we want to create for human beings. One approach, defined as human to human through technology, consists of:
- empowering people by giving them a multifunctional product
- creating a reciprocal relationship and being able to talk with others
For companies looking for a competitive advantage, it is not enough to have strong brand recognition or an exceptional product. Customer experience is the tipping point. Companies fall behind without a solid plan for maintaining a positive experience.
Digital experiences responding to human emotions
From smartphones to smart watches, laptops, and tablets, the growing number of connected devices that users have access to is pushing UX designers to create more powerful multi-device experiences. Companies must therefore be able to tell captivating stories about a digital experience. This requires empathy, human relationships, and insight into a user’s motivations and inspirations. This is why it is important to collect customer data.
Factors influencing consumer purchasing decisions
Medallia/IPSOS 2018 Study – France/UK/US/Germany
Consumers today are more sophisticated and do their own research before buying. They expect a fluid, positive experience, and if they can’t get that, they know they have other choices.
Nexity’s take on user experience, IoT, and data collection
The Internet of Things has connected us to the world more than ever before. Smart devices narrow the gap between human beings and the way we experience digital products and services. Frédéric Verdavaine, Deputy CEO of Nexity*, explains how to offer customers new life experiences, through Eugénie, a true service platform:
“Our strategy is to create ecosystems in which startups are inserted into our value chain. I would like to see intermingling between residents and occasional visitors. For this, we really need IoT.” By positioning the neighborhood as the human face of the city, the real estate company wants to be at the very core of the issues that residents and occupants care about.
“Our products are designed to help the end user, who is a citizen, a resident, and an occupant all at once. Our job is essentially to know how our customers use the technology, both in their home and now at the neighborhood level.”
One of the great challenges facing future cities is how to manage and use data in order to anticipate needs. “By combining intelligence with the information being collected, we can understand how usage will evolve over time. Our job is to anticipate this change so that we can be the first to respond to it.” When used in this way, data accelerates the ability to find solutions.
*Full interview with Frédéric Verdavaine here: https://www.youtube.com/watch?v=MyfE2SMXxfI
How is Overkiz helping customers adopt its IoT solutions?
Over the past ten years, the push to create a better user experience has greatly improved how technological devices and interfaces operate. Companies have gradually evolved from a product-centric approach to user-centric experiences. The last major innovation, the use of natural language, allows users to speak their request to a machine as if it were a person. Applied to home automation, this innovation is expected to yield the best possible user experience because it is entirely intuitive.
With its platform designed to give customers the freedom to adopt and design their own customizable and adaptable IoT tool, Overkiz offers a highly streamlined solution, beyond simply answering a given problem. In partnership with Somfy, Overkiz is working closely with Nexity to allow occupants of its connected homes not only to control the home automation equipment in their home, but also to connect with their neighbors, their property management company, and their neighborhood. The Overkiz cloud platform offers secure end-to-end equipment management, an outsourced service platform for scalability, and also maintenance services for its available solutions.
Implementing a strategy to protect the data generated by connected devices is therefore crucial in avoiding intrusive threats to privacy.
It is clear that we’re seeing the emergence of new uses and new ways of consuming and living. The real challenge for businesses is to develop products and services for both private and community use, not only in the home, but more broadly at the neighborhood and city level. Simply put, IoT to help people live together.
Summary of 4 key points
1 – Prediction and anticipation
Anticipate breakdowns that users may encounter and roll out preventive maintenance on monitored products.
2 – Humanization
Through data collection, companies have greater knowledge and understanding of their consumers so that they can better interact with them. Products can be made smarter and more responsive.
3 – Adaptation
Collected information makes it possible to improve devices proactively by analyzing how they are used and integrating user preferences.
4 – Loyalty
With relevant information being collected, the services offered to customers can be custom-tailored to the individual customer. The more that consumers feel understood, the more loyal they become
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