My role involves working alongside the wider Marketing, Product and Development teams to ensure that our products, platforms and interactions are designed with the customer at their very core. Steve Jobs famously said, ‘You’ve got to start with the customer experience and work backwards to the technology’. I’ve adopted this statement as my mantra! It may sound obvious, but you’d be surprised at how many companies fail to put themselves in the customer’s shoes and, as a result, struggle to deliver a meaningful proposition that actually addresses real customer needs.
In practice, this means my role is hugely varied and no day is ever the same! One day I may be working closely with our Data Analyst to build up a clearer picture of our customer segments based on how they interact with our online channels. The next day I may be out and about visiting customers to better understand their goals and challenges, while witnessing first-hand how they interact with our products and services.
I’ll often work independently writing content and messaging for marketing campaigns and customer communications to ensure we’re speaking to them in their language. I’ll also support our UX designer with website audits to understand how we can apply a more customer-centric experience online.
The best thing about my role is that I get to work with so many different people across the business, each with their own unique set of skills, experiences and perspectives. It means that I’m constantly learning from others and developing in new areas.