Upload
avtex
View
163
Download
2
Tags:
Embed Size (px)
DESCRIPTION
Customer experience and user experience strategies for providing a seamless omni-channel experience
Citation preview
CX and UX – A Marriage Made in Heaven
Stu KingDirector, User Experience
Jen EckertSenior Consulting PartnerDirector, Customer Experience Consulting
Synopsis
CX and UX Defined
Digital Transformation
Who are your Customers?
Understanding the Customer Journey
Providing a Seamless Omni-channel Experience
CX and UX in Action
Call to Action
Armed with smart phones and tablets, today’s customers expect your company to have a digital presence. But designing an amazing user experience that folds into your overall customer experience is not easy. In this session, we will explore the unique challenges as we enter the era of digital transformation, and share real world examples of how to understand your customer and their journey, as well as ensure that your digital strategy enables you to provide a seamless omni-channel experience.
When was the last time you bought one of these?
Definition
“Digital transformation represents the quest to understand how disruptive technology affects the digital customer experience.”
Brian SolisAltimeter Group
Digital TransformationBabies as young as 6 months
are playing with their parents’ electronic devices.
Sources:
Digital Transformation
We are ALWAYS connected to our
electronic devices!
Digital Transformation Curve
Technology Trend Adoption
Technology Trend Decline
New Technology Trend
Technology Transformation Gap
Who are your customers?
• Born in 1948; grew up in England• Married the second time• 2 children• Successful in business• Wealthy• Spends winter holidays in the Alps• Likes dogs
Demographics are not enough
Person 1
• Born in 1948; grew up in England• Married the second time• 2 children• Successful in business• Wealthy• Spends winter holidays in the Alps• Likes dogs
Person 2
User Centered Design
A process by which design decisions are made based on the wants and needs of users.
Who are your customers?
Understanding the Customer Journey
What interactions occur during the journey?
How can/will the customer interact with you during that touch point?
How does the customer FEEL during that interaction?
Understanding the Customer Journey
CX
User Persona
Content Model
Information Architecture
Understanding the Customer Journey
CXScore Cards
Data VisualizationInformation Design
Research Design Build Deploy
User Centered Design Lean UX Methodology Responsive Design Optimization
Testing, Analytics & TrainingUser Research
Personas
Structure
Content Model
Info Architecture
Information Design
Wireframes
Visual Design
Storyboards
IMAGINE CREATE EVOLVE
Code
Responsive HTML & CSS
Single Channel Multi-Channel Cross-Channel Omni-Channel
Providing a Seamless Omni-Channel Experience
The Legacy
The Reality
The Aspiration
The Nirvana
• Customer experiences a single type of touch-point
• Organizations have a singe touch-point
• Customer sees multiple touch-points independently
• Organization’s channel knowledge and operations exist in technical & functional silos
• Customer sees multiple touch-points as part of the same brand
• Organizations have a “single view of the customer” but operate in functional silos
• Customers experience a brand, not a channel within a brand
• Organizations leverage their “single view of the customer” in coordinated and strategic ways
Omni-Channel Experience
Proactive Customer
ServiceDynamic IVRs
Store Pick-upMobile
Payment Options
Always Available
Shopping Cart
Responsive Mobile
Applications
User Centered Web
Applications
360° View of the Customer
Ideas that allow the customer to experience your BRAND, not your channel
CX and UX in Action
About the Organization
Large Technology Credentialing Organization
Certifies and Registers in 15 Modalities
7 Distinct User Personas
Considered the “Gold Standard” in Certification Programs for Industry
Challenges
Outdated Web Back End
Upcoming Additional Continuing Education
Requirements
Customer Interactions are
Highly USPS Based
Need for Customer-Centric Culture Shift
Case Study
User PersonaDefining the Characteristics of the Customer
Journey MappingHow does the Persona Interact with the Organization?
Content Model DiagramIdentifying the Web-site Pages, Access, Audience, Subject and Usage
Information ArchitectureIdentifying the Web-site Navigation
ENVISIONED “Growing in the Profession” Landing Page
STORYBOARD
Digital Transformation Curve
Technology Trend Adoption
Technology Trend Decline
New Technology Trend
Technology Transformation Gap
How do you plan to bridge the gap in your Digital Transformation Curve?
QUESTIONS?
67% of a buyer’s journey is now done digitally.