What is the purpose of customer experience design and innovation?

Simplicity speaks to me.  Complexity, including fancy ambiguous wording, makes me suspicious.  And it makes navigation in the real world that much more difficult.  With that in mind I share with you my take on customer experience design and innovation.

I say that the purpose of customer experience design and innovation is to enrich lives such that customers are left feeling great about choosing to do business with us.

How can we know that we have enriched lives and left customers feeling great about choosing to do business with us?  I say we can look at the following indicators:

1. What customers are saying about us;

2. How many people are turning up to buy from us without us having to hook them through advertising, promotions and other gimmicks like many ‘loyalty’ programmes;

3. The stickiness of customers in the midst of genuine competition and the unleashing of contractual shackles;

4. The budget that we can cut from marketing, advertising, and sales without negatively impacting the customer experience nor our ability to attract/keep customers.

5. Ease of attracting and keeping talent, the talent that actually comes up with products and powers the customer experience.

Author: Maz Iqbal

Experienced management consultant. Passionate about enabling customer-centricity by calling forth the best from those that work in the organisation and the intelligent application of digital technologies. Subject matter expert with regards to customer strategy, customer insight, customer experience (CX), customer relationship management (CRM), and relationship marketing. Working at the intersection of the Customer, the Enterprise (marketing, sales, service), and Technology.

9 thoughts on “What is the purpose of customer experience design and innovation?”

  1. Short, sweet, and to the point, Maz. Love it. I’m glad you included #4 and #5. I think companies tend to forget about these two questions/metrics.

    Annette 🙂


    1. Hello Annette
      I am glad I included them as well. They occur to be as the acid tests of a truly customer value creation oriented mindset and commitment. Put differently, all roads to creating value for customers lead through the gate of ’employee engagement’.

      And i am clear that a great job of customer experience involves shifting funds from marketing to service. And if you get the customer experience bit right then you have advocacy and do not need to spend huge amounts of money on advertising. As someone said advertising is a tax for being unremarkable. I agree.



    1. Hello James
      Yes, that is the real beauty. And that is why it delights me. Beauty speaks to me. Like you I wonder and are called by the question “How would it be to work for an organisation like that?” Then there is a bigger question:

      “What kind of of world would you/I, our children live in, if our world worked like that?”



  2. Hi Maz,
    Simple and to the point. I like it!

    If I was to nit-pick I would change the last part ‘with products and powers the customer experience’ to ‘with products and solutions to customers problems and powers the customer experience.’

    My two-penneth,



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