Simplifying Customer Experience Touchpoints

🔎 How To Redesign Complex Navigation: How We Restructured Intercom’s IA (https://lnkd.in/ezbHUYyU), a practical case study on how the Intercom team fixed the maze of features, settings, workflows and navigation labels. Neatly put together by Pranava Tandra. 🚫 Customers can’t use features they can’t discover. ✅ Simplifying is about bringing order to complexity. ✅ First, map out the flow of customers and their needs. ✅ Study how people navigate and where they get stuck. ✅ Spot recurring friction points that resonate across tasks. 🚫 Don’t group features based on how they are built. ✅ Group features based on how users think and work. ✅ Bring similar things together (e.g. Help, Knowledge). ✅ Establish dedicated hubs for key parts of the product. ✅ Relocate low-priority features to workflows/settings. 🤔 People don’t use products in predictable ways. 🤔 Users often struggle with cryptic icons and labels. ✅ Show labels in a collapsible nav drawer, not on hover. ✅ Use content testing to track if users understand icons. ✅ Allow users to pin/unpin items in their navigation drawer. One of the helpful ways to prioritize sections in navigation is by layering customer journeys on top of each other to identify most frequent areas of use. The busy “hubs” of user interactions typically require faster and easier access across the product. Instead of using AI or designer’s mental model to reorganize navigation, invite users and run a card sorting session with them. People are usually not very good at naming things, but very good at grouping and organizing them. And once you have a new navigation, test and refine it with tree testing. As Pranava writes, real people don’t use products in perfectly predictable ways. They come in with an infinite variety of needs, assumptions, and goals. Our job is to address friction points for their realities — by reducing confusion and maximizing clarity. Good IA work and UX research can do just that. [Useful resources in the comments ↓] #ux #IA

AI in Customer Support isn’t new. I’ve been rethinking how we actually use it. Customer Support is moving past basic "faster replies" and learning to implement Claude as a core part of our workflow. The goal? Shifting from reactive firefighting to structured, scalable systems. It’s a work in progress, but here is the blueprint we’re using to turn Claude into a true CX reasoning engine: 1️⃣ It’s not about speed. It’s about structure. Yes, you can draft replies faster. But the real value comes from setting it up properly: → align it with your tone and guidelines → connect it to your knowledge base → define clear boundaries (what it can and can’t say) → train it to understand context, not just keywords That’s how you get consistent, reliable output across the team. 2️⃣ It helps move Support from reactive → proactive Used well, it’s not just answering tickets. It’s helping you: → detect sentiment and urgency → identify recurring friction points → surface gaps in self-service → spot early churn signals That’s where Support starts influencing the whole customer experience. 3️⃣ It fits into your existing workflows (not replaces them) The most effective setups I’ve seen are simple: → Claude + Zendesk → ticket analysis → Claude + Zapier → automate workflows → Claude + Gong→ review calls → Claude + Intercom → inbox support → Claude + n8n → workflow automation → Claude + Notion → knowledge management No complex rebuilds. Just better use of what you already have. 4️⃣ The quality of output = quality of input Small things make a big difference: → assign a role (support agent, CX lead, analyst) → provide context (customer, goal, constraints) → iterate with examples (good vs bad responses) Without this, you get generic answers. With it, you get something your team can actually use. From a leadership perspective, this isn’t about “adding AI.” It’s about designing how your Support team operates at scale. Because the goal isn’t to answer more tickets. It’s to build a system where fewer things break, and when they do, the experience still feels consistent. If you’re already using AI in Support, what’s actually working for you? 👇

Don’t Automate Complexity... Simplify and Error-Proof Instead When problems arise, it’s tempting to think automation is the magic fix. But automating a broken or complex process just means you’re speeding up the production of errors. The smarter approach? Simplify the process and error-proof it (Poka Yoke) before thinking about automation. Here’s why simplification often beats automation and how you can apply it. Why You Should Simplify Before Automating: 1️⃣ Faster, Cheaper Improvements Simplifying a process through standardization and removing unnecessary steps often solves problems more quickly and at a lower cost than automation. 2️⃣ Avoid Automating Waste If your process is full of waste (like waiting, overprocessing, or rework), automating it only speeds up inefficiency. Fix the process first, then think about automation. 3️⃣ Built-In Error Proofing With Poka Yoke solutions (like jigs, fixtures, or guides), you can design processes to prevent errors from happening in the first place—without needing expensive sensors or software. 4️⃣ Flexibility and Adaptability Simplified processes are easier to adjust and improve, while automated systems can be rigid and costly to change once implemented. How to Simplify and Error-Proof a Process: 🔍 Map the Current Workflow: Identify unnecessary steps, bottlenecks, and areas prone to errors. ✂️ Eliminate Waste: Remove any steps that don’t add value to the product or service. 📋 Standardize Work: Create clear, repeatable instructions that everyone can follow. 🔧 Introduce Poka Yoke: Physical Error-Proofing: Use jigs, fixtures, or alignment guides to prevent incorrect assembly. Visual Cues: Use color-coded labels or visual templates to guide operators. Sensors or Alarms: Only when needed, use low-cost technology to detect errors in real time. Example of Simplification and Poka Yoke in Action: A warehouse team was dealing with frequent errors when picking products for orders. Instead of implementing a costly automated picking system, they: 1. Introduced a color-coded bin system (Poka Yoke) to help operators select the correct items. 2. Simplified the picking route to reduce unnecessary walking and waiting time. Result: Picking errors dropped by 80%, and productivity increased by 15%—all without expensive automation. When to Consider Automation: Once the process is simplified and stabilized with minimal variation, automation can enhance speed and efficiency. But it should support an optimized process, not mask its problems.

Docs are the new knowledge base for AI. Last month, I watched a founder reduce support tickets by 65% without hiring a single person. His secret? He understood something that's reshaping how users discover and learn software. The shift happening right now: Remember when users would Google their questions and land on your help center? That era is ending. * Google search volume is declining for the first time in 22 years * ChatGPT and Claude now actively crawl documentation through llms.txt files * Users increasingly ask AI assistants about your product—not your support team This isn't just a trend. It's a fundamental change in user behavior. The opportunity hiding in plain sight: Eli Winderbaum at Captions saw this coming. Instead of scaling his support team, he built documentation specifically for AI consumption. The result? Their AI agents now handle 65% of all support tickets—accurately. But here's what most miss: This only works when your documentation is designed for it. Traditional docs written for humans don't translate well to AI interfaces. Your action plan: The companies winning this transition focus on three things: 1. Optimize for AI discovery: Implement llms.txt, structure content with clear context, use semantic markup 2. Maintain living documentation: AI serves whatever you publish—outdated docs mean frustrated users 3. Automate the upkeep: Manual documentation updates can't keep pace with product changes anymore Want to see exactly how teams like Captions are making this transition? We're sharing the complete playbook next week, including the specific systems and workflows that drive these results. Reserve your spot: https://lnkd.in/gA4qaCud

WANT CUSTOMER DELIGHT? GO THE EXTRA INCH, NOT THE EXTRA MILE In a world where companies strive to “go the extra mile” for their customers, I propose a counterintuitive thought: You don’t need to go a mile. You just need to go an inch. The smallest, low-cost gestures can have a massive impact on customers, turning ordinary transactions into memorable experiences. The secret - search for the asymmetry between cost and impact. Going the extra inch requires minimal effort and often costs next to nothing. It could be a handwritten note, a smile, a gesture of personal recognition, a small act of kindness. But the effect on customers is profound. It creates emotional connections, fosters loyalty, and makes customers into advocates. The irony - while everyone is busy trying to “go the extra mile,” it is the extra inch that nets you miles of customer loyalty. THE I.N.C.H. FRAMEWORK To master the art of the extra inch, use this simple yet powerful framework: I – Identify Moments of Truth: Look for touchpoints where expectations are neutral or low. These are prime opportunities to surprise and delight. For instance, when I got my car serviced at the Lexus dealership, they washed and vacuumed the car and left a red carnation flower on the dash. I have told more than 10,000 people about the 50-cent carnation. How’s that for ROI? N – Notice the Little Things: Train employees to observe and remember small details about customers—preferences, moods, or special occasions. At the Oberoi Hotel in Mumbai, I asked for a memory foam pillow. Every time I stay there, they put a memory foam pillow on my bed. C – Customize the Experience: Personalize the interaction or gesture. Even the smallest customization can create a huge emotional impact. At Chewy, when a customer returned dog food after their pet passed away, they received a condolence card and flowers. It wasn’t about making a sale; it was about showing empathy. H – Humanize the Interaction: Move beyond scripted conversations. Authenticity and empathy resonate more than robotic efficiency. At Café Lucci, our favorite Italian restaurant in Chicago, the valet, the server, and the owner Bobby - all know us, know our kids, and always ask about the family. We are customers for life! In the race to “go the extra mile,” it’s easy to overlook the power of the extra inch. The secret to exceptional customer service isn’t grand gestures or expensive perks—it’s the tiny, thoughtful actions that leave a lasting impression. Going the extra inch is about mastering the art of the unexpected. It’s about creating emotional connections through small acts of kindness and thoughtfulness. So, the next time you think about how to delight a customer, remember: You don’t have to go the extra mile. Just go the extra inch. You will get miles of loyalty. #Marketing #CustomerExperience #Loyalty #Advocacy

Too often, companies think that adding more agents or reducing call times makes their call centers effective. But the reality is different. A recent Gartner study found that 58% of customers will stop doing business with a company after a poor service experience, even if the issue itself gets resolved. Meanwhile, Forrester notes that businesses focusing on value-driven customer service see up to 60% higher customer lifetime value. It’s a reminder that call centers built for volume are no longer enough. Today, they must be built for value. That means shifting from measuring “how many calls” to measuring “how much impact.” So, how can organizations transform their call centers into value centers? 1. Redefine success metrics. Move beyond average handle time and number of calls answered. Instead, measure customer outcomes, satisfaction, and retention. 2. Empower agents with more intelligent systems. Real-time insights, AI-driven routing, and contextual data allow agents to focus on solving problems, not just closing tickets. 3. Personalize every interaction. Customers expect to be remembered. Integrating CRM and conversation history ensures no one feels like they’re starting over. 4. Be proactive, not reactive. Predictive analytics and automation help prevent issues before they escalate, turning service into a driver of loyalty. Many organizations get stuck because they chase efficiency metrics while overlooking the bigger picture. The question we as businesses or governments should be asking is, 'Is every interaction moving the business forward?' #CX #CustomerExperience #DigitalTransformation #KSA

Over the years, I've learned that true hospitality entails not just delectable food and a lovely setting, but also consistency, personalization, and attention to detail. From the time a guest arrives until they leave, every interaction counts. Whether you're new to the hospitality industry or creating your own concept, here is my ultimate checklist for creating a memorable guest experience: ✔️ First impressions set the tone The moment a guest walks through your doors is the moment their experience begins. Make it count. Make sure to greet them with a smile, eye contact, and enthusiasm that embodies the character of your venue. Within the first few seconds, people remember how you made them feel. ✔️ Anticipate needs before they ask Good service turns into great service at this point. Is your visitor running low on water? Between courses, has the table been waiting too long? Does a frequent visitor have a preferred seat or dish? Teach your staff to watch and respond before a request is made. Proactive service fosters loyalty and demonstrates concern. ✔️ Perfect the little details Often, the smallest things have the greatest effects. Consider how the lighting changes from day to night, how a napkin is folded, or how the music enhances the atmosphere. A unified, unforgettable atmosphere is produced by these details. Every location is created with the intention of telling a story, and the details are what make the tale come to life. ✔️ A strong team = exceptional service Without an empowered, well-trained, and mission-aligned staff, no venue can succeed. Being a host is a team sport. Make an investment in your people. Celebrate your victories. Openly discuss difficulties. Above all, establish a culture in which each team member takes ownership of the visitor experience because their concern is evident. ✔️ Tech should enhance, not replace hospitality Use technology to make things smoother, not colder. Digital tools and AI can help personalize menus, expedite reservations, and increase operational efficiency, but nothing can replace the human touch. Instead of reducing interaction, use technology to free up more time for your team to spend with guests. ✔️ Guests don’t just choose food, they embrace experiences We are now in the experience business rather than the food industry. People go out to experience celebration, comfort, connection, and excitement. Create moments that transcend the plate by planning your areas, your service, and your narrative. That's what makes a new visitor become a devoted regular. A successful F&B venue is about how you make people feel, not just what's on the menu. That’s the heart of hospitality. What do you think? What else would you include on this list? I would be interested in hearing your viewpoint. #HospitalityExcellence #CustomerExperience #HospitalityChecklist #7Management

Giving people information is rarely enough to encourage a change in their behaviour. A better approach is to understand what is holding them back. In my role as Communications Officer in the IT Division of UNHCR, the UN Refugee Agency, I constantly talk about change. Technology is developing at a lightening speed, and big part of my role focuses on supporting my colleagues in the adoption of new digital ways of working. In this job, I came to see that overcoming barriers that hold people back from adopting new technologies can, at times, be more important than guides, tutorials and announcements aimed at helping them to start using the tools.  Lack of awareness is usually just one of many factors which may prevent people from successfully adopting a new app or service. The barriers can include anything from lack of confidence to poor Internet connectivity. So, for those aiming to inspire change in others, consider these three points: 1️⃣ Understand the Obstacles: When seeking change, the instinct is often to push harder, using incentives, reasoning, data, and evidence. A better approach is to ask yourself -and others- what obstacles prevent people from doing the right thing. 2️⃣ Shift Your Focus: Move away from fixating on the change you wish to introduce and redirect your focus towards understanding your audience and their context. 3️⃣ Engage in Conversations: Talk to people you are trying to influence. A simple yet powerful question to pose is, "Why?" Be prepared to ask it multiple times to uncover honest insights. Another technique is to involve the individuals you serve in the process, turning them into co-creators of the solution. When thinking about strategies to propel people forward, it's crucial not to overlook the barriers that may be holding them back. Image credit: Kaamran Hafeez for the New Yorker 

In today's healthcare the real problem isn’t a lack of tech. It’s a lack of connection. Patients want the same smooth experience they get everywhere else. But most hospitals still run on old, clunky systems. The result is friction at every step — from booking to follow-up. Here’s how we’re changing that in my hospital. We mapped the entire patient journey. Not just one app. Not just one tool. The whole experience. This is what we found: • Pre-arrival: Online booking and digital triage cut confusion and save time. • Check-in: Mobile check-in and digital forms end the paperwork shuffle. • During care: Patients get real-time results and can message their care team securely. • Follow-up: Digital discharge, reminders, and tele-reviews keep care going at home. The impact is clear. Digital appointment systems push satisfaction above 90%. No-shows drop. Clinic flow improves. Patients feel informed, prepared, and in control. But here’s the key: Tech should amplify the human touch, not replace it. A single app is not enough. You need a journey map to spot the “moments that matter.” That’s where you find the friction — and fix it. My advice to leaders: • Start with the journey, not the tool. • Cut friction with care. • Build digital pathways that boost empathy and connection. When you redesign the journey, you restore dignity to every patient. This is the future of healthcare. Simple. Human. Connected.

Focusing on your customers is more than just having good intentions—it’s about actively dismantling the barriers that stand in their way. So, instead of asking ‘How to be a customer-centric organisation?’ start with “What barriers to remove to clear the path for real customer-centric change?” 🔸 Excessive focus on CX metrics turns genuine customer care into a chase for vanity numbers 🔸 Employees lacking essential customer skills impact service and overall experiences 🔸 Outdated and inefficient technology slows down customer interactions 🔸 Leaders not caring about customers signal this attitude to employees 🔸 Prioritising quick gains undermines long-term customer relationships 🔸 A culture misaligned with customer-centric values hinders change 🔸 Fragmented processes lead to disjointed customer experiences 🔸 Excessive reliance on tech can lead to impersonal interactions 🔸 Inaccurate or unusable data results in bad personalisation 🔸 Products not designed around customer needs fall short 🔸 Disengaged employees show less care for customers 🔸 Bureaucracy impedes timely responses to customers Overcoming these barriers demands: shifting mindsets commitment investment alignment What else would you add? #cx #customerexperience #customerrelations