The best of both worlds

Celfocus' Customer eXperience eXcellence Methodology

Call To Design — Mar 2018 by Nuno Periquito

Not long ago, companies owned, in many dimensions, the customer relationship. They set the rules of engagement and, as Henry Ford once famously said, “Any customer can have a car painted any colour that he wants so long as it is black”. Can you imagine, in today’s economy, a carmaker making a similar statement?

The digital revolution has shifted this power equation by empowering people; either as citizens or as customers, to have much tighter control over the experience.Control equals power and determines the relationship dynamic. Successful brands do not push or dictate, they engage and involve customers, catering to their needs, listening to their preferences and collaboratively evolving to deliver an unmatched experience.

In the digital economy, products can be easily copied but relationships are difficult to replicate. We invest so much in setting up our favourite playlists, or organizing our grocery list that, even if we are paying more, we have a hard time changing, unless the relationship is somehow affected.

The customer experience is about ensuring all customer touchpoints support the organisation’s narrative and are customer centric instead of operation oriented. The more engaged customers are the more they are willing to recommend, buy more and become brand advocates.

Customer experience includes all aspects of the interaction with the company, its services, its products and its touchpoints.

Designing good experiences requires a multi-disciplinary approach, with expertise in different areas such as user research, interaction design, graphic design, digital marketing, front-end development and areas not directly related to the customer experience such as customer business and technology. It should take in consideration:

  • Customers: Develop solutions focused on customer needs and desires, involving them along the design process.
  • Business: Identify business goals and assure that the designed solution fulfils business needs and is future proof.
  • Technology: Guarantee the applicability of the proposed solutions with a focus on usability and system performance.

Celfocus uses a research and delivery framework, engaging design from the customer’s perspective. This is a cornerstone of how Celfocus believes a great experience can be achieved.

One of the key principles of Celfocus’ projects is to involve customers in the design process as much as possible.

The involvement of key stakeholders, not only improves the project’s output but also facilitates the decision-making process.

The Design team is mainly involved in the project’s early stages, working together with the Functional Analysis team. While functional analysts focus on the business, Customer Experience Designers are focused on customers’ needs.

Combining these two approaches with inputs from the technical team results in a customer centric solution, responding to business goals and technical feasibility.

1.1. The 3 Ds approach - Designing for Customers

Celfocus CX Methodology Main Stages

  • Does your organisation need assistance in idealizing new solutions?
  • Do you feel there is space to improve the customer experience?
  • Is the organisation involved in deploying multi-device solutions?

If the answer to these questions is YES, then Celfocus Customer eXperience eXcellence Methodology and our dedicated team of experts can help support your design objectives.

What sets Celfocus design team apart is their total dedication and focus to support CSPs, across the globe.

The knowledge gained from participating in consumer and enterprise; assisted and unassisted channels; mobile and web devices projects enabled the continuous development of a rich and tested methodology, leveraged using different techniques and a delivery framework where Customer Experience is the main pillar.

From Celfocus’ perspective, design is a corporate responsibility shared among different stakeholders, which is why our teams are multidisciplinary: to better understand both business requirements and technical specifications with customer involvement, across all design phases.

Celfocus Customer eXperience eXcellence Methodology has been used in a multitude of projects, covering different scenarios and uses cases. It has proven to be adaptable, flexible and, most importantly, effective.

By bringing together different stakeholders and creating a single graphical code and language, it fosters collaboration, participation and sharing. Multidisciplinary teams have different tools available to establish a common baseline, which allows for the design of a customer-centric experience

Apart from all the hype surrounding Design, we have experienced first-hand, with our customers, how it affects and changes customers’ perceptions and experiences. CSPs are paying close attention to the importance of Design and Celfocus is working closely with our customers at the forefront in delivering a proven methodology and a successful track record in taking the Customer Experience to New Heights.

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