THINK TANK THOUGHTS

Does Your Look and Feel Carry Through Your Customers' Experience? 

No matter who your customers or clients are, they have a growing expectation that whenever and wherever they interact with you, the experience will be as convenient and ‘on-brand’ as possible.

A person picking up a happy block beside a satisfied block and sad block

Feb 11, 2022 | BY Patrick O'Leary , Senior Experience Architect & Salesforce SME

Do you recall the pivotal questions to ask yourself while considering if you should customize Salesforce? Let’s review: 

  1. How important is it that the new platform allows you to maintain and support your current processes and workflow?  Do you need this platform to augment your team’s effectiveness?
  2. Do you need additional functions which are not included within off-the-shelf Salesforce?
  3. Will the new platform be a core component of your overall customer experience? Will your brand suffer if the experience of using it sucks?

We covered identifying when data, workflow and processes necessitate that you customize Salesforce as well as when you should explore custom features or apps. But let’s focus on the often overlooked, but critical, importance of leveraging your brand within Salesforce.

 

The Look and Feel of Your Brand

In today’s marketplace, every point of interaction with your organization matters. No matter who your customers or clients are, they have a growing expectation that when they interact with you, the experience will be as convenient and ‘on-brand’. If you fall short, they will look elsewhere for what they want. Our society has an ever-diminishing patience for poor customer experiences.

 

Clean Office Space

If your Salesforce were a physical experience, would it look like this?

 

Imagine that you’re inviting a client to your office. You’d make sure everything was clean, that all technology was in working order, that signage made sense, and security knew who they were… right? These basic principles are the same when welcoming your clients, partners, or prospects into your digital space.

If the Salesforce platform you imagine is going to play a central role in your dialogue with customers or partners, it should be brand-fluid and easily navigable. A frustrating online experience quickly sours a customer’s overall opinion of a brand.

Customizing Salesforce to accommodate your brand can be a simple process. At LookThink, we pair our user experience experts and front-end developers to evaluate your brand — the purpose of your customer’s interaction with your platform and industry standards. We recommend how your brand can activate through your client portal, along with adjustments that make their experience more convenient. The transition from your website to your portal should be seamless. 

Of course, internal branding is important, too.

Even if your employees aren’t customers, that doesn’t mean that they aren’t important users with similar, if not higher, expectations regarding their interactions with your brand. A poor internal user experience can lead to a breakdown in processes, workarounds, and lower morale. Your employees should feel pride in the tools they use; how that looks and feels is a large part of seamless integration. 

 

Ask yourself:

  • Who are your users and what experience will they have from a usability and branding standpoint?
  • Will they access your platform outside of your website or through other branded material such as a landing page or email campaign?
  • Have your users experienced similar portals and functions from competitors? How important is it to differentiate yourself from them in your portal?

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