In the fast-paced tech world, it’s tempting for companies to rely on their products. But Logitech, one of the world’s largest hardware companies, knows the importance of being customer-focused instead of just product-focused.

The company takes a unique approach by having its CIO, Massimo Rapparini, also lead customer experience. But the connection between technology, information and customer experience works as Logitech builds a customer-focused company that delivers quality tech products and forward-thinking digital solutions. Marrying IT and CX helps the company lead the charge for innovative support solutions that serve customers. Rapparini points to Logitech’s growth in VR, chat and a worldwide omnichannel experience as success behind the integrated design of technology and customer experience.

Logitech's CX principles drive a customer-focused culture. Employees are encouraged to think through the design of every step of the customer journey. The core CX principles are known in the company as the 5 E’s:

·  Empathy

·  Expectations

·  Effortless

·  Engaging

·  Error-free

Each principle puts the customer at front of mind. Rapparini says that starting with an empathetic mindset puts all Logitech employees in the shoes of the customer and helps them see things from their perspective. From there, they can work to clear set expectations, make the experience as few steps as possible, build customer relationships and remove errors.

Logitech’s diverse customer base comes from creating a wide range of products, from gaming headsets to enterprise technology accessories. Focusing on the customer instead of just the product helps the company grow. The core principles are timeless and applicable to all customers, no matter where they are in the world or what products they purchase. Logitech uses design thinking to create consistent experiences that consider every interaction a customer may have with the brand.

Products may be a draw for customers, but what really keeps them around is the experience. By building a customer-centric culture and focusing more on people than products, Logitech has built a successful and sustainable company with a loyal group of customers.

More than 150 million Americans will file their taxes in the coming months. But how many of them will have a good experience doing it? H&R Block aims to create a smooth experience for its customers that both instills confidence and wows them. And that comes from continually evolving the customer experience to leverage both technology and human connection.

H&R Block’s 20 million customers run the gamut of what they are looking for in an experience. According to CMO Vinoo Vijay, the first wave of customers files early because they want to get their refund as soon as possible. Later in the tax season comes the second wave who just want to get their taxes done. Each group has different needs and emotions relating to their taxes, which means the company needs to offer a wide variety of services. But no matter if a customer is doing their taxes themselves online or sitting down with a tax professional, H&R Block aims to create a steady experience with consistent vocabulary and a singular narrative. Customers will hear the same terminology and receive the same level of service no matter if they file online in January or in person in April. Vijay says that focusing on the tiny parts of the customer experience accumulates into a great experience that wows customers. 

At its core, Vijay believes marketing is about experience. In recent years, H&R Block has focused on experience as a core value to drive business. Connecting with customers on an emotional level builds the relationship, which is then strengthened with technology-supported services. In its continual evolution of the tax process, H&R Block is rolling out new services this year, including the ability for online customers to chat with a tax pro about questions and a digital drop-off program for customers to send in their tax forms electronically so that their taxes are already in process for their in-office appointment. The overall goal is to not only simplify the tax process but also provide great service and meet the needs of all types of customers. Some customers just want to file their taxes as quickly as possible, while others want to learn about the process and have a conversation with an experienced professional. H&R Block provides services that hit all points on the spectrum. 

Companies across all industries, especially H&R Block, have to balance the push for new technology and automation with the natural urge for human connection. Vijay says H&R Block’s goal is to make sure human connections are more tangible and valuable. Even with all of the new technology and automation, it doesn’t want to lose sight of human relationships. 

“It would be terrible for us to forget that our human needs are greater than speed,” Vijay says. “We need to find ways to serve the fullness of our communities and our people.”

Helping customers file their taxes in a convenient, simple and personalized manner comes down to continually evolving and adopting new technology without letting go of what makes us human—those connections with other people. By tapping into all areas of the equation and building emotional connections, H&R Block can continue to improve its customer experience.

When Sascha Mayer had her first baby, she realized a common problem for working moms: not having a good place to breastfeed or pump for their baby. Especially when she travelled for work, Mayer had difficulty finding a dignified place to use a breast pump and often found herself pumping in the bathroom. In talking with other moms, she realized she wasn’t alone and that the problem was rampant across the country.

Mayer kept expecting someone else to solve the problem, but when no one did, she and her colleague Christine Dodson accepted the challenge. Using their backgrounds in design, they created Mamava, a portable lactation suite.

Every aspect of the Mamava pod is designed with mothers in mind. Mayer is a strong believer that empathy leads to great design. From her own experience, she was able to design a place that appeals to mothers while meeting their needs and providing a dignified place to feed their babies.

Mamava suites are now in airports, conference centers, arenas and offices around the world. Every aspect of their design is intentional to not only provide a great experience for users but also to stand out and normalize breastfeeding. The curved walls are deliberate to make the pod look different than anything else in the area and provide a feminine touch. Users unlock the pod via an app and enter the clean area that holds benches, a table and chargers, plus an overhead fan to regulate temperature. The pod is designed to be comfortable and convenient without being a place where people want to spend all their time so other mothers can have a turn.

By thinking through the entire experience, even down to the type of non-porous materials that are easy to clean, Mayer built a product that resonates with mothers. She has been surprised by how many customers quickly become advocates for the brand and even take pictures of themselves inside the pods and share them on social media.

Design thinking and empathy play a huge role in customer experience. By putting herself in customers’ shoes, thinking of her own experience and working through every detail, Mayer was able to help build a transformative company and a great experience for busy moms.