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March 6, 2018

When it comes to sending emails to existing and prospective clients, clicks and engagement are the subjects of most discussions. And it makes sense. But what if an email can play an important role in the customers’ experiences without even being opened? It’s a bit counter-intuitive, I know. But here’s an example of such an email.

A bit of background information

Soon after my wife and I moved to the USA, we subscribed to Hello Fresh, a meal kit delivery service, and we’ve been using happily for abo...

January 26, 2018

Nowadays, customer (user) experience designers’ mantra is a quest for achieving excellence. This takes various verbal forms such as “customer obsession”. But, customer experience doesn’t need to be great, fabulous or exquisite. Customer experience needs to be authentic, fluent and, for the most part, invisible. I’ll talk about invisibility in a future post.

Customer experience needs to be authentic – in the sense that it is what people expect it to be, not what they would ideally wish for it to b...

January 16, 2018

Customer experience managers seem to miss the point that what they design is only a small and often irrelevant part of an individual’s life. From a customer experience management perspective, it makes perfect sense for the sandwich shop to strive to give its customers the best possible service and experience in the shop. But, that 5-20 minutes experience in the shop is...