It’s unintentional & inevitable. It’s very human & beautiful. It’s Awesome & Authentic.
When customers make a mistake, they often blame your business for things going wrong. Niggling pain points often caused by customer mistakes come in the way of the beautiful experience that you have curated so lovingly. Customer errors are unintentional, inevitable, and obscure.
The less told story is that customer errors present a big opportunity to elevate your customers’ experience.
We are obsessed with customer complaints. Since 2018, customer complaints and hidden customer mistakes have mesmerised us. We have delved deep into the context in which errors occur that result in heaps of customer complaints. We have analysed thousands of customer complaints and talked to folks in CX and service landscapes (front and back of stage) across several industries to come up with a framework for categorising customer errors. We have learnt how value is co-created or co-destroyed. These learnings are at the heart of the training and consulting we provide.
Let’s make the most of our shared humanity of err-ing.
Our foundations were laid way back in 1998, when we cut our teeth in tech and design with our first US-based client (neon-notes – bless them). We yearned to understand obscure and ambiguous friction points between businesses and their customers. Our design practice was called “Obscure” (we mean that literally) at the time. We have consulted and delivered robust solutions in UX, CX, and brand research, strategy and design for various businesses, including Fortune 500s and VC funded/ bootstrapped startups.
Something happened in 2015, better sense prevailed, and instead of the UK we chose Australia as our home. Our collective awakening in the aftermath of the global pandemic inspired us to rebrand the practice to Awesome & Authentic. We embarked on our journey of helping businesses co-create authentic and awe-inspiring customer experiences. Now based in Brisbane, Australia we work with businesses in Australia and overseas.
