Customer Experience Design

Customer experience has become the single most important differentiator

Products and services are turning into commodities at an exponential rate. One of the few remaining differentiators today's businesses can use as a competitive weapon is the experience they (knowingly and unknowingly) offer to their customers.

The value customers attach to products and services is determined by the experience across the whole of the customer decision journey.

Whether you like it or not, all customer interactions engender an experience. Managing these experiences in a methodological and disciplined fashion has become imperative in today's business world. It is the single largest opportunity for creating and capturing value.

Customer Experience Design as a marketing discipline

From our collaborations with clients across a range of industries, from retail to B2B engineering, we have distilled a methodology for the sustainable management of customer experience.

Based on touchpoint and customer journey analysis, and infusing interactions with brand identity, we help you design for desired customer experiences and monitor the effectiveness of interactions.

You'll find more information on our methodology and how to apply it in our whitepaper "Customer Experience Design: a framework for a new marketing discipline".

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Jules Destrooper

The Reference Antwerp developed a brand new website for Biscuterie Jules Destrooper. The result is astonishing and the whole team is, quite rightfully, extremely proud of it. It all started with... a cookie. Not only did it inspire the web design, but also the user experience. Design is Dead/The Reference took care of the whole package: from photography to design to development. 

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Blog Strategy and consultancy
February 26 2018
It’s all about context marketing these days, but what about privacy?

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Thinking about it, the title of this piece could as well have been the other way around. Everyone is talking about GDPR these days, but how does that fit in with the big trend of context marketing? As responsible for both marketing and privacy policies at The Reference, it pains me to say that it is all about finding the middle ground. Something that I’m sure no privacy lawyer wants to hear. There is no middle ground when it comes to the law. However, my marketing heart bleeds if I cannot use all my precious tools to their fullest. Where to go from here and how to cope with this new dual reality? 

Blog Strategy and consultancy
January 10 2018
The Reference on top of “Positioning”

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An old wrestling expression says that you can’t get pinned when you’re on top.

Being consultants we constantly read interesting books, try out promising techniques and follow new courses to stay on top of things so you, our customers, stay on top and don’t get pinned down.

This week we take a look at “Positioning - The Battle for Your Mind” by Al Ries and Jack Trout, a golden oldie and fun read that is, surprisingly enough and despite its outdated examples, still relevant. What did we learn from it?

Blog Strategy and consultancy
December 14 2017
The Bot Chronicles S01E09: Domains, Contexts, Intents and Entities

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In episode 7 of this series we covered step 3 of our discovery phase in bot development (how to define our bot fuctionality). But we stopped short on it and left out the whole concept of domains, contexts, intents and entities. In episode 8 I gave you all a quick scare, and now I'm back to finish off what I started in episode 7.

In this episode we'll dive head-first into the concept of domains, contexts, intents and entities. 
It's more than digital, it's your business
The Reference is nothing without its customers. Carglass is the car window repair and replacement specialist for whom we've built a fully responsive Sitecore website. Read more about this client.

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