The People & Skills Pillar
This pillar focuses on what type of appreciation your organisation has towards investing in a multi-disciplinary team to help drive an intelligent people-led improvement programme. It looks at skill sets including strategy, design, development, research and persuasion design.
The Individual Assessment Points
2.01 - Behavioural Research Resource
2.02 - Data & Analytics Resource
2.03 - Design Resource
2.04 - Development Resource
2.05 - Experienced Lead Strategist
2.06 - HCI & Persuasion Resource
2.07 - Persuasive Copywriting Resource
The Importance For Your Organisation
Behavioural Research Resource
For any business to become truly people-centric, they have to invest in 1-1 user research, whether planned and carried out internally or externally.
A specialist in behavioural research working through the end-to-end customer experience provides invaluable insight for improving the end-to-end customer experience, and they are influential in developing a customer-centric mindset.
Data & Analytics Resource
Alongside expertise and resources for user research, it is crucial that businesses invest in people with data and analytic skills.
The more advanced the expertise, the greater levels of insights and stories that will be gained from the behavioural data of the customer experience, in turn leading to stronger, more valid insights from which to make business decisions.
Persuasive Copywriting Resource
The words people read about a company’s products and services play a highly significant role in determining whether they will choose to become one of their customers. From social media adverts and magazine adverts through the landing pages and product pages, communication through words influences decisions.
Companies that have people within the organisation that understand persuasive copywriting have a competitive advantage, as this is still a very undervalued area of marketing.
Design Resource
Designers are responsible for the interactions and experience that customers and potential customers have.
Harnessing someone or a team of experienced design specialists who use quantitative and qualitative data to inform new experiences (ideally in a collaborative team dynamic), leads to an increased probability that new products and services will significantly impact user behaviour and business performance metrics.
Development Resource
Investing in specialists in development are integral to realising the growth potential of being a people-centric organisation that uses digital as a way to grow.
Considered investment in development resource will remove the friction hindering user experience improvements and allow for the creation of more innovative new designs with a greater chance of commercial impact.
Experienced Lead Strategist
Alongside having a senior, influential champion (ideally one of the C-suite), an organisation needs an experienced lead strategist who will spearhead the delivery of the customer experience improvement strategy.
This person not only oversees the customer experience roadmap, but co-ordinates all divisions engaged in the process and feeds the continuous stream of data and customer learnings around a business.
HCI & Persuasion Resource
Understanding why people do what they do and why they make decisions are crucial skills which enhance any business striving to improve its customer experience.
There are a wide range of techniques which can be used to engage visitors, persuade visitors, delight visitors and overall, provide visitors with an exceptional customer experience which they will tell others about.
