What is CX design? How to use it in regional revitalization and tourism businesses

In recent years, companies and local governments are increasingly paying attention to "CX design (customer experience design)." Particularly in the fields of regional revitalization and tourism , the key to success is not simply providing a service, but maximizing the "experience value" for customers (tourists and residents) . This article provides a practical explanation of CX design, from its basic concepts to its application to regional revitalization and inbound tourism.

1. What is CX design? Understanding the basic concepts

What is CX (Customer Experience)?

CX (Customer Experience) refers to the "experiences" that customers have in every situation in which they come into contact with a company or brand. Traditional marketing focused on improving the quality of products and services, but in modern times, "how customers feel" has a major impact on brand value.

Basic elements of CX design:

Engagement (building relationships with customers)
Interaction (contact with services and content)
Storytelling (brand and local stories)
Personalization (individually optimized experiences)

2. How to apply CX design to regional revitalization and tourism businesses

(1) CX design example in tourist destination: An experiential restaurant in Kyoto

In Kyoto, restaurants offering a food culture experience have become popular among tourists. Rather than being a traditional "just eat" restaurant, these restaurants offer a "memorable experience" for tourists visiting Japan by offering a cooking experience and a cultural experience through dialogue with local chefs . Such initiatives are part of CX design and are an element that increases customer satisfaction.

(2) A successful example of CX design in regional revitalization: DX in a hot spring town in Nagano Prefecture

A hot spring town in Nagano Prefecture has implemented measures to improve CX using digital technology . For example:

Digital guide : Providing a multilingual guide that can be accessed via smartphone for tourists visiting Japan.
Experience reservation system : We have created a system that allows you to make reservations for hot springs and activities in advance.
Word of mouth and social media integration : Creating an environment that makes it easy for tourists to post their experiences on social media.

As a result, local tourism sales increased by 20% and the rate of repeat visitors also increased.

3. Three steps to utilize CX design

① Design personas from the customer's perspective

First, clarify the target customer group (persona) of the region or tourist destination. For example, by creating specific user profiles such as "women in their 30s working remotely" or "Western tourists seeking traditional culture," you will be able to design an appropriate experience.

② Consider measures to maximize the experience value

"An experience that appeals to the five senses" (sight, hearing, smell, taste, and touch)
"Telling a story" (Incorporating local history and culture into the experience)
"Digital Utilization" (using smartphone apps and SNS)

3) Utilize data to create an improvement cycle

CX design is not something that is created once and then finished. It is important to regularly update the experience based on customer feedback .

summary

In regional revitalization and the tourism business, CX design is not just a marketing strategy, but is directly linked to the "creation of experiential value" that moves the hearts of customers. STAGE supports the creation of brands that maximize the appeal of the region and are loved by tourists and residents. In the next issue, we will dig deeper into "CX design x inbound business."