A Great Digital Product Isn’t Enough Anymore

Zack Simon

3 min read

Jul 1, 2021

A Great Digital Product Isn’t Enough Anymore

How Customer Experience Creates Super Fans and Helps Your Brand Stand Out

You’ve done it. After months (or years) of dedicated hard work, you’ve launched your amazing new digital product out into the world. Or maybe you’ve added some amazing new features to your existing app and they are finally ready to see the light of day. Now, it’s time to sit back and let the good times roll, right? 

Since you’re here, we’re guessing you know the answer to that. We’re now to the point that just having a great digital product isn’t enough. To make things even more complicated, your company has to be in tune with your users, ensuring that you’re providing not just the experience that they want, but the one that they need. 

That’s where Customer Experience comes into the mix. But how can Customer Experience help your digital product, and by extension, your brand, stand out from the competition? 

Continuous Improvement of the Things That Matter

At its heart, Customer Experience is about listening to your users. It’s about looking at the breadth of their interactions with your product and brand and learning what is important to them, what’s working with your app, and what needs to change. This could be anything from “the colors make it hard to read the text” to “I really wish you’d add the ability to share a form with my teammates.” 

In essence, you’re getting the upper hand on your competitors from literally the most important source in the world—the actual users of your digital product. As you incorporate that feedback, you can do so knowing that you’re not just adding features or functionality for the sake of adding them but focusing on the things that will make a better experience for your users. 

So, listen, build, repeat. This is called a critical feedback loop, though we like to refer to it as the Awesome Feedback Loop because the result is a digital product that is user-focused and, most importantly, one that stands out from the crowd. 

Happier Users + More Users

Once you’re well into the Awesome Feedback Loop, you’ll ideally see a couple of things begin to happen. The first is that your current users will go from being customers to being fans. And why not? Everyone loves being heard, but seeing that feedback put into action takes that relationship to the next level. 

The second great thing is that you’ll find that your app is attracting a whole new customer base. In part because the changes, updates, and other bells & whistles you’ve put into place for your current customers are probably the same ones that new users have been craving. Also, your customers turned fans are going to talk and share their great experience with others. 

Bottom Line? A Better Bottom Line.

Following through on a successful Customer Experience project can, in the best case, create super fans of your current users and bring in new customers at a brisk pace. But even if the best case is still a ways off, you’ll have a digital product that keeps getting better as you continue to listen and respond. It’s a win for your company, and, most importantly, it’s a win for your users. 

And that highlights the real benefit of bringing Customer Experience to your company—you’ll find that the decisions you make for your business are inherently those that are best for your users. It’s a mindset as much as a process. As a digital product development agency, we can help bring your ideas to life.

It’s Time to Tap Into the Awesome Feedback Loop

All of this might seem daunting, but don’t worry, we’re here to help. We’ve got a crack team of Customer Experience experts ready to help you help your users. So, if you’re ready to get started on your next project or would like to just chat about how you might begin, be sure to give us a shout

Zack Simon

Author Big Nerd Ranch

Zack is an Experience Director on the Big Nerd Ranch design team and has worked on products for companies ranging from startups to Fortune 100s. Zack is passionate about customer experience strategy, helping designers grow in their career, and sharpening consulting and delivery practices.

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