Customer Experience

Now that the shift from things to experiences has been widely called for, the quality of the customer experience (CX) provided to customers through products and services is what determines a company's competitiveness. Many companies have preached about putting the customer first and focusing on the customer, but only a handful of companies have been able to truly put themselves in the customer's shoes and achieve a customer-centric approach. To become customer-centric, it is necessary to explore what customers want, not just the experience that the company provides, but also the experiences that come before and after. Companies that can provide experiences that impress customers will continue to be selected in the market.

Our Essential

At Baycurrent, we scientifically study the mechanisms for building sustainable relationships between companies and customers from the perspectives of "emotion" and "memory," and have systematized them into our own methodology. CX can easily become "company-centric." This may be a bit scary for some people. Because we are in a neutral position, we can help companies truly understand their customers, rather than interpreting things in a way that is convenient for them. It is this neutrality that allows us to create "emotional CX."

Featured Cases

Achieving “Emotional CX” in B2C Products

By unraveling the mechanisms of "memory," including short-term and long-term memory, we designed a framework to influence customers' emotions. We applied this framework to specific cases of “emotional CX” both domestically and internationally and identified key points for translating it into actionable measures. After determining the desired emotional impact, developed strategies to achieve “emotional CX” in B2C products. Throughout the planning process, also initiated transformations in business processes, organizational structures, and IT infrastructure, leading to a successful transformation in the client’s customer experience.

Enhancing CX on Digital Platforms for High-Net-Worth Individuals

We aimed to enhance the usability of an existing digital platform targeted at the wealthy, a crucial market in the client's strategy. Following the four core processes of Human-Centered Design (HCD), we transformed our theories of emotional CX and behavioral economics into actionable, concrete proposals and recommended a complete redesign as a new digital channel. Beyond analyzing industry-specific case studies, we drew insights from success and failure examples in other industries, proposing new designs for screens, wireframes, and other content, while also evaluating and refining existing content.

Addressing Business Complexity by Focusing on Customer Response Speed

Due to the decline in customer experience caused by the slow speed and poor quality resulting from the complexity of administrative tasks, we investigated mechanisms used by leading global companies to mitigate complexity. We found that many companies use measurements of customer response speed to identify sources of complexity. Based on these findings, we assessed the current methods used by the client to identify issues and promoted the integration of speed measurements into their business operations.

Cases

External Branding to Strengthen Mid-Career Recruitment of AI Talent

To accelerate the hiring of experienced AI professionals, we developed and executed a PR and communications strategy to position the client as an “AI-leading company.” We designed an integrated channel strategy covering out-of-home (OOH) advertising and social media (including short-form video formats) and delivered end-to-end support from creative concept development to content production.

UI/UX Redesign of a Consumer App to Scale Membership and Transaction Volume

Redesigned the app's UI/UX to expand the member data infrastructure and transaction volume. Improved in-app engagement through optimized navigation and screen design. By integrating location data alongside member data into the UI, optimized the user journey from awareness through consideration to usage.

Business Development and Internal Promotion for AI Business Initiatives

Provided end-to-end support from AI-related business development strategy through internal promotion design, including planning and creative direction for video content based on the defined concept. Contributed to promoting internal understanding of the AI business and enabling a smooth launch.

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