In praise of Ikea’s short-term CX thinking
As our eldest son prepares to leave for university this Fall, I worry about how large his dorm will be, how much he’ll need to bring with him and any new items we might have to buy.
Ikea was already top of mind as the place we’d go in search of any furniture. I didn’t realize how prepared they’d be to help.
According to an article on interiors magazine Dezeen, Ikea this week launched its Kompishäng collection, which spans 12 pieces that offer its usual mix of affordable simplicity and baseline aesthetics.
There’s just one difference: the furniture has been designed with a particular customer experience (CX) in mind.
A move-it-yourself furniture set
“Whether you’re starting a new job or a moving to a new city, the Kompishäng collection was designed to go with you,” the retailer said in announcing the release.
“The home furnishings in the Kompishäng collection are easy to create a home with. They don’t require wall mounting, which means you don’t need a toolbox or your landlord’s approval.”
The Deezen article says Ikea sent designers into the field to visit central London homes belonging to renters aged 20-28 to better understand customer needs.
Even without that first-hand insight, of course, we all know what moving at that stage of life involves: you bring together a rag-tag crew of family and friends to assist with the heavy lifting, in exchange for a couple of pizzas at the end of an inevitably long day.
Contrast that with the Kompishäng collection, which has a wardrobe organizer that can be folded up and transported like a backpack, as well as a side table that resembles a handbag as you carry it over your arm.
Even once you’re fully set up, meanwhile, the Kompishäng desk can be folded up to go under a bed, in a closet or behind curtains. Slots on the mirrors let you hang up pictures without actually nailing anything into the wall.
All this means Ikea not only thought about moving day, but the everyday experience of living in something that would never be described as a forever home.
CX that makes cents
The Kompishäng collection is a great CX move because Ikea is not only expanding outside its base customer segment, but addressing an economic shift that has left many Gen Z unsure about home ownership.
The design ensures the experience of setting up, using and eventually packing up again is as agile and stress-free as possible.
I haven’t tried the Kompishäng collection personally, but seeing the thinking behind it shows how important it is for CX leaders to recognize that customer needs are never static, and that there are always experiences we treat as necessary evils that don’t really have to be.
We all have live somewhere, but it’s not always going to be for a long time. Might as well try to help make it a good time.
