Customers Designer

2021 Preditction


a customer experience newsletter

(this week’s newsletter is a 7-minute read)

Journey is a weekly newsletter from Y Meadows that curates the best thought leadership at the intersection of technology and customer service.
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4 CX Insights from Isobar

In This Week’s Newsletter

  • The Real Designer: Customers
  • Board-om? Try a Different Type of Company Board
  • Salesforce’s New Tool

Who Needs Designers When You’ve Got Customers?

Every enterprise has people who specialize in design on their payroll. But it’s just as important to turn customers into product designers. Doing this well can have a lasting influence on the relationship and loyalty they have with you. So, how do you shift customers from reactive buyers to invested creators?

In this week’s highlighted piece, Entrepreneur Magazine describes best practices to turn your customers into designers.

Customers Designers

It Starts At the Very Beginning…

All too often, company executives start with or support ideas they think are good but leave the customer out. The focus is commonly on whether companies can bring a product to market instead of whether they should.

Involving your customers from the very beginning of product development means that you select only the projects that they’d like to pay for.

  • It also ensures the initial designs are built around the customers’ real pain points and ways of behaving.
  • It puts their end goals at the forefront so your products help customers achieve a higher quality of life.
  • This ability to serve the customer is the hallmark of true business success.

The Very Best Place to Start?

To gauge how a product is going to perform and smooth out hurdles to purchase and use, you need feedback from buyers through the entire customer journey.

  • Their continued input helps you see not only how to improve the design itself but also how to improve other areas related to the larger experience with the product, such as customer support or marketing.
  • It can give you big picture insights about other related issues you could solve for the customer down the road, as well.

Not Your Typical Company Board

Furthermore, Entrepreneur suggests creating a customer advisory board.

  • A customer advisory board means real users for your product get a regular chance to meet with you and talk about development.
  • The people on this type of board usually also have business experience.
  • Many are executives, so they can provide both product feedback and feedback about your operations and market.


Customers Designer


Close the Feedback Loop

No one likes to feel like others are ignoring what they think or have to say — your customers included.

  • It’s not enough to just give people a way to offer feedback to you. You also need to get back to your customers and communicate the changes you made to the product based on their feedback.
  • When customers can see that you are taking their feedback seriously, they’ll feel like they have much more of an influence on the development of the product.

Worthy of note is an interesting company in this space called Centercode.

  • A SaaS Customer Validation company providing the platform and services for Alpha, Beta, and Delta Tests, Centercode helps companies deliver products through perfected Beta and Delta Tests.
  • The company is evangelizing the idea of bringing customers into the development process earlier and more often to help shape the products they use. Centercode believes that building a framework for co-creation and making tools readily available create a path to collectively produce more meaningful technology.

And Finally,

Measure important customer KPIs.

Examples of critical key performance indicators include your customer effort score, overall satisfaction, and net promoter score.

  • Using these metrics tells you how well people are receiving the product and how likely it is they’ll recommend it to others.
  • It can reveal whether there’s a problem with the product and exactly where it is, even if customers have trouble verbalizing the issue directly.
  • It can identify trends and show how thinking and needs for the product vary for different groups, as well.


Customers are the people who best understand what a product should be and what it should do. By making them a core part of your design process, you set yourself up to provide better items that can build a bigger, stronger base. Start thinking of your buyers as designers and invite them to work with you if you truly want a lasting, innovative brand.

4 CX Insights from Isobar

Snacks for the Road 🍿

  • Podcast: Human Connection and Digital Transformation [Link]
  • Winning Hearts…and Wallets [Link]
  • Salesforce’s New Tool [Link]
  • 15 Critical Questions to Ask Before Committing to a Biz Dev Partnership [Link]

A Penny For Your Thoughts…

“The key ingredient in strong relationships is to develop emotional connections. It’s important to always act with integrity in your relationships, to be compassionate, friendly, loyal, and to make sure that you do the right thing and treat your relationships well.”

Matthew Dixon
The Effortless Experience (2013)

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