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

uxindia
October 10, 2014

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.

uxindia

October 10, 2014
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  1. Bridging the Gap Monica Deshpande Customer Experience User Experience

  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
  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
  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
  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
  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
  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
  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
  9. UX approach to CX – the 4 I’s INDIVIDUAL IDEATE

    INNOVATE IMPROVE Thank you. Keep in touch Monica Deshpande monica.pande@gmail.com