Repeat - Detail of a Customer Journey Map

goods + services = experience

“By thinking of a brand’s product as a customer experience, and not a physical good, companies have a better chance of being successful, retaining customers and growing quickly.”

In the ac4d article, Kevin Mccann explains how a product is more than just its physical value when it comes to customer experience. With a product, comes a service. With service, an experience. According to Mccann, “excellent customer experiences are emotionally rewarding, fuel growth, drives loyalty, and inspire people to share their experiences with their peers.” Businesses, therefore, have a huge opportunity to leverage off their customer experience to build a greater customer base and drive profits. Mccann refers to Starbucks and how it is not simply its coffee that makes it a great brand but its intangibles such as its culture, flow and thoughtful freebies like wifi. However every brand is unique and although those aspects of Starbucks makes their brand great, it won’t necessarily mean that’s what will make your brand great. Other companies can also discover the intangibles that they must improve on/add in order to make their customer experience great. This is achieved through understanding the customer and their journey with your company at all touchpoints that occur. At Proto, we build detailed customer journey maps that reveal customer emotions, pain points, opportunities for improvement, and help organisations to benefit from them specifically.

“Build a complete customer experience first, then the “product” and customers will follow.”

About Us

Find out what drives us and how our passion for designing, enabling and scaling outstanding services delivers what your customers really want.

Read About Us

Our Work

Find out how we've helped some of Australia's biggest brands transform their approach to delivering an outstanding service experience.

View Our Work

Join the Proto community and receive practical resources to help you become more customer-centric!

Welcome to the Proto community! Our goal is to provide you with not only the latest insights into Experience and Service Design, but provide you with ongoing support and ideas to improve your customers and employees experience.