Preaching to the choir.
“Today’s digitally empowered customers expect seamless experiences that allow them to interact with brands how they want, when they want, and where they want. These expectations are constantly evolving as consumers are exposed to new experiences and technologies, and customer experience competition for customers’ attention is intensifying amid the continued proliferation of devices, displays, and interfaces. In this changing landscape of customer goals and choices, design becomes a key business advantage. A well-crafted experience — one based on deep customer understanding, effective visuals, and relevant interactions — can make the difference between a loyal, repeat customer and one who gives up and walks away unsatisfied. As one notable designer put it, “Design isn’t just about beauty; it’s about market relevance and meaningful results.”
A Forrester Consulting thought leadership paper commissioned by Adobe
Old conversations, now about CX. Not UX.
“Human beings are hardwired to aspire and improve. In all aspects of life, we are extremely motivated – consciously or unconsciously – to become better versions of ourselves.”
Laila Pawlak a.k.a. /lailapawlak | /DARE2dk and Kris Østergaard a.k.a. /kris2 | /KrisOestergaard ~ UXmatters ★
Making CX measured. The power of numbers.
“It’s hard to quantify the customer experience. “Simpler and faster for users” is a tough sell when the value of our work doesn’t make sense to management. We have to prove we’re delivering real value—increased the success rate, or reduced time-on-task, for example—to get their attention. Management understands metrics that link with other organizational metrics, such as lost revenue, support calls, or repeat visits. So, we need to describe our environment with metrics of our own.”
Gerry McGovern a.k.a. /gerry-mcgovern | @gerrymcgovern ~ A List Apart ★
CX as an organizational dimension of performance.
“Customer experience is said to be a top business priority for most companies around the world. Many experts agree that investing in CX establishes a competitive advantage against companies that choose to solely prioritise the bottom line. While customer experience is a noble and important catalyst for business transformation, becoming truly customer-centric requires an introspective approach. This takes stepping back to define what customer experience really means from the customer’s perspective – what they truly value and also what’s primed, broken or missing to deliver next generation CX.”
Brian Solis /briansolis | @briansolis ★
As said before. Customer journey maps, the personas of the 2010’s.
“Journey maps combine two powerful instruments – storytelling and visualization – in order to help teams understand and address customer needs. While maps take a wide variety of forms depending on context and business goals, certain elements are generally included, and there are underlying guidelines to follow that help them be the most successful.”
Kate Williamson a.k.a. @kateawilliamson ~ Nielsen Norman Group ★
Go holistic, go ecosystem and go outside-in. What a mind shift you get!
“The leap from UX to CX can be a huge mind shift for many organizations. This article spells out strategies and processes that provide a framework to assess the maturity of the CX within your own organization. (…) If your company’s CX maturity level is high, putting the customer first may be relatively simple. But if your company’s CX maturity level is low, becoming a CX-focused organization may be slow and cumbersome process. Either way, it is vital to ensure the customer is front and center in the organization’s strategic thinking. Employee training and well thought-out personas can facilitate this endeavor.”
Ger Joyce, Mindy Maxwell, Jay Brewer, Saurabh Dutta ~ User Experience Magazine 16.3 ★
As long as the ‘C’ in the hashtag #CX refers to customer, citizen or community, there’s no improvement of clearity.
“Why not Community Experience? I know it puts less emphasis on an individual user than the word “Citizen” — but let’s admit it — citizen actually refers to someone who belongs in or to a context. See? The word citizen carries with it the idea of community any ways! And the communities our ‘customers’ (users, citizens) belong to, or feel excluded from, directly impacts how they experience our services in any case.”
Jamie Lee ~ Medium ★
The delta creates the concepts.
“User experience is not the same as customer experience. While most designers directly influence the UX, they also need to understand the larger context of the CX. The customer experience represents every step of the journey from when users are running price comparisons, to when users try the product, to when users may resort to customer service if their needs aren’t met.”
Jerry Cao a.k.a. /thinkjerrycao | @jerrycao_uxpin ~ The Next Web ★ courtesy of @nicooooooon
Broadening the scope of (marketing) definitions.
“So if you think your UX and CX are enough to surprise and delight your audience, you’re not quite right. It’s how you weave those features into the bigger story you’re trying to tell as a brand that really matters. That’s what experience is, and that’s what you should be striving for with your marketing this year.”
Ted Karczewski a.k.a. /tedhartkarczewski | @TeddyHK ~ ContentStandard ★
It’s getting picked-up more and more. The fraternal twins of CX and UX.
“In this post, I’ll present an approach for unifying CX and UX processes and teams by mapping research insights to a consistent enterprise view of customers and users; and linking research findings to measurable results.”
John Ticer a.k.a. /john-ticer | @jtticer ~ Core77 ★
How about information architecture connected to experience architecture.
“Service providers are continually reshaping their offering in response to changing customer needs and demands. As customer expectations change, businesses need to rethink the experiences they deliver. Meeting new demands does not only require delivery of the right propositions – it also requires developing broader capabilities around the needs of people, across the entire ecosystem.”
Melvin Brand Flu a.k.a. /brandflu | @MelvinBF ~ Livework Studio ★
Wasn’t design thinking the scientific method of the 21st century? Still a long way to go.
“There’s a shift under way in large organizations, one that puts design much closer to the center of the enterprise. But the shift isn’t about aesthetics. It’s about applying the principles of design to the way people work.”
(Jon Kolko a.k.a. @jkolko ~ Harvard Business Review) ★
Omnichannel requires omnidesign and omnidesigners. Such much for omni to do.
Disclosure: I work at Informaat experience design (The Netherlands) ~ “Forget native apps, forget responsive webdesign, and say hello to omnichannel. We have moved away from the design of a single application, product or service. Increasingly, organizations have to deal with a multitude of them. This evolution is triggered by technology and raises a number of issues, challenges, and problems. How can we create a ‘seamless’ experience between all of the channels? How can we always keep the customer at the center of the design? And are our tried and tested design methods good enough, or do we also need a new way of designing, so-called omnidesign, to meet omnichannel’s needs?”
(Jantine Geldof a.k.a. @JantineG ~ Informaat BiRDS on a W!RE) ★
Or how the middle management of Enterprise UX deals with the wicked problems of the experience landscape.
Disclosure: I work at Informaat experience design (The Netherlands) ~ “There is a growing need for UX managers in many organizations. Employees in this new role are facing big and complex challenges. Informaat organizes on a regular basis sessions of the UX Management Roundtable. In these meetings challenges are addressed and discussed UX managers are facing. Conversations of the roundtable from the past two years have now been documented in a free white paper.”
(Susanne van Mulken, Rob van der Haar, and Peter J. Bogaards ~ Informaat BiRDS on a W!RE) ★
2015 version coming soon, because ‘the results are in’.
“The 2014 Design Value Index shows us for a second year that corporations that put an emphasis on design as a strategic asset perform significantly better than those that do not. As corporate design capabilities mature, executives are able to direct this power towards their companies’ most challenging problems. This, in turn, allows design-driven companies to grow faster, and often with higher margins, due to the exceptional customer experiences they are uniquely positioned to create. Key trends identified through this work include the rise of user-experience (UX) design as a sub-discipline whose growth is expected to outpace all other design disciplines as the number of digital interfaces expand and the significant investment in internal design capabilities under way in many large U.S. companies today, as we see from DVI companies Intuit and IBM .”
(Jeneanne Rae a.k.a. @JeneanneMRae ~ Design Management Institute) ★
If CX is a journey, what’s the destination?
“The first step towards ensuring that customers are offered a delightful experience is to understand their purchase journey, from start to finish. Organisations must conduct a full evaluation to identify and understand the customer journeys by harnessing the power of data-driven analytics.”
(IT Online) ★
Omni, inter, multi, trans, or ‘what-have-you’. All better than solo, single, mono or uni.
“The omni-channel approach runs the risk of ditching humans for automated touch points, but for digital to triumph, these services must be re-humanized. Companies need to strategically consider which services are appropriate to manage via machines, and which require human interaction.”
(Mark Curtis a.k.a. @FjordMark ~ Accenture Clicks) ★
Is that all you need to know? How difficult can it be.
“Most organizations are reasonably good at gathering data on their users. But data often fails to communicate the frustrations and experiences of customers. A story can do that, and one of the best storytelling tools in business is the customer journey map.”
(Paul Boag a.k.a. @boagworld ~ Smashing Magazine) ★
Evidence-based design for the experiences of the customer. But how to get answers from a tsunami of data.
“Although big data has been a huge focus of industry discussion for quite some time, most large corporations have not yet embedded a framework into their operations that would let them harness its real potential.”
(Shefik Bey ~ UXmatters)
See how IBM is revitalizing Design in its organization.
“In a 1966 memo to all IBM employees, then-Chairman and CEO Thomas J. Watson, Jr. declared, Good design is good business. At that point in history, IBM used design to demystify technology when computing was new. Almost half a century later, IBM is using great design to create enterprise-class products that people love to use to get their work done. Scaling modern design across a portfolio of thousands of products that serve clients in more than 170 countries is much more than a two-pizza team challenge—and we like it that way.”
(Phil Gilbert a.k.a. @philgilbertsr ~ AIGA Gain conference 2014)