UX14 - Bridging The Gap - UX Approach For CX (Monica Deshpande)

With the recent changes in the markets due to the disruptive technologies, Customer Experience has come of age. Customers are today expressing their needs vociferously. This is pushing us, User Experience professionals, to go beyond the jurisdiction of development of user experience for a single product/application and focus on providing organization wide, whole customer experiences.
With the growing consumer centric markets, the concepts of customer experience are leaping ahead. To stay aligned it will become imperative that User Experience aligns with Customer Experience. It will help if we follow an approach to user experience to achieve the end goal of a satisfactory customer experience.
I would like to share with you my approach to achieve this paradigm shift, an approach which can be called as UX approach for CX. This approach draws inspiration from proven theories and will help us align to the new paradigm.

Transcript

1. Bridging the Gap
   Monica Deshpande
   Customer Experience User Experience
   

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2. Synopsis
   Markets have become more Consumer Centric. Customer Experience has come of age. And User
   Experience professionals are compelled to go beyond the realm of UX and work hand in hand with CX
   to provide organization wide, whole customer experiences.
   This talk is about an approach to achieve this paradigm shift.
   Customer Experience User Experience
   

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3. Why Customer Experience?
   • User demands
   • Consumer Centric Markets
   • Digital Disruptions like Social Media, Big Data Analysis, Internet of Things (IoT)
   • Focus is on Customer Journey
   

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4. Whole Customer Experience
   “The expected product will still be
   building a Great UX for the
   application, but, supplementing it
   with unique touch points along with
   inputs from the marketing
   department and the results from
   Social listening, Analysis from
   Unstructured data and all the other
   sources to 'personalize' it, would be a
   feather in the hat and then touching
   upon all other non-digital areas
   would provide the end-user with a
   'whole' Customer Experience.”
   POTENTIAL
   CUSTOMER
   EXPERIENCE
   AUGMENTED PRODUCT
   PERSONALIZED EXPERIENCE
   EXPECTED PRODUCT
   USER EXPERIENCE
   CORE PRODUCT
   FUNCTIONALITY
   

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5. Focuses on INTERACTIONS with
   Company/Brand
   Customer Experience
   CONSUMER
   CONVENIENCE
   COST
   COMMUNICATION
   The 4 C’s
   Digital/Online
   Non-
   digital/Offline
   Customer
   Experience
   - Robert Lauterborn
   Customer needs
   Where and How
   Total cost of ownership
   Dialog with customer
   

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6. Focuses on USAGE of the
   application/product
   User Experience in IT
   Research
   Design
   Develop
   PEOPLE
   PROBLEM
   PROJECT
   PROOF
   The 4 P’s
   User needs
   Business perception and User
   problems
   Technology
   ROI and further scope of
   business
   

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7. • Focuses on INTERACTIONS with
   Company/Brand
   • Business
   • ‘Consumers’
   • Dominated by ‘Marketing’
   • Focuses on USAGE of the
   application / product
   • Technology
   • ‘Users’
   • Focuses on how users react to a
   touch point
   How?
   The 4 C’s The 4 P’s
   ?
   Customer Experience User Experience
   

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8. CONSUMER
   CONVENIENCE
   COST
   COMMUNICATION
   The 4 C’s
   UX approach to CX
   PEOPLE
   PROBLEM
   PROJECT
   PROOF
   The 4 P’s
   The 4 I’s
   INDIVIDUAL
   IDEATE
   INNOVATE
   IMPROVE
   Customer needs User needs
   Where and How Business perception and
   User needs
   Technology
   Total cost of ownership
   Dialog with customer ROI and further scope of
   business
   Strategy + Users
   Ideas to modify
   process and resolve
   problems
   Tangible Experiences
   Communication and
   proof of customer
   satisfaction
   

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9. UX approach to CX – the 4 I’s
   INDIVIDUAL IDEATE INNOVATE IMPROVE
   Thank you.
   Keep in touch
   Monica Deshpande
   monica.pande@gmail.com
   

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