Elena Cheong, Experience Designer

Having worked in digital experience for more than 6 years, it is frustrating that sometimes clients do not understand the importance of rethinking their entire service delivery ecosystem when they are striving towards digitalisation. They forget the very reason why they want to embrace technology – to enable greater efficiency and deliver better customer experience. To some, digitalisation equates to creating an app, creating a portal – they are not wrong, but there is a much

bigger opportunity.

 

Taking an entire ecosystem into account would mean looking at the brand from a multi-dimensional aspect. What would it feel like if

I were to visit the store? How easy is it to look

for something I want? What can I do if I want to get support? – these are just some questions that customers have.

We haven't even started on the product/service-delivery aspect from a staff point of view!

 

Without a robust ecosystem in place, the ideal customer experience breaks. An e-commerce site could be well-designed and optimised to the highest usability standards and be successful in engagement but what happens if the purchased items are not delivered on time or the actual products arrive damaged? A good ecosystem minimises the risk of such occurrences and would also have a support system for service-providers to respond to such cases.

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With experience both in client-consulting and in-house roles across multiple industries, I am able to empathise with organisations and advocate for users both internal (staff) and external (customers).