Steve: When starting working on MyEH, we had the amazing opportunity to ask ourselves, without any constraint: what do we need to do as a company to deliver the best possible customer experience? The first thing we did was to listen. The idea was not to ask customers to provide the solutions, but to tell us what needs and problems they had and what they wanted. It was then up to us to find the appropriate solutions. Our priority was to deliver the best customer experience all the time.
We also benchmarked other companies outside of our industry to identify and seek inspiration from best-in-class UX. An example is how we changed the way we now welcome and onboard new users.
Then we co-created with customers by asking them at each stage what they thought about the proposed features. These feedback loops throughout the process were essential to understand exactly what customers’ needs and expectations were. In some cases, we ended up changing the process, the terminology used on the platform, etc. We really challenged ourselves internally by wondering at every stage: “is it the right way to do it?”
Thomas: We started with the customer journey to understand what customers were expecting and what their pain points were. Our whole mindset was about putting customer’s feedback first and placing their needs as a top priority.
We worked using an agile methodology which forced us to have short circles of development deliveries and testing, and we combined it with the customer-centric approach. Having regular feedback loops really enabled us to make sure we were meeting clearly the needs they had, not the needs that we thought they had.
Steve: I would say the feedback is still an on-going topic. We specifically built a feedback functionality within MyEH itself. In the future, we expect to keep pushing for this new approach and constantly challenge what we know. We are going to make sure to capture the voice of the customer on a regular basis.