How clients and agencies can work together to improve the customer experience. Presented by Peyton Lindley, Executive Director, Experience Design at EffectiveUI, and Suzanne Hamill, VP of Interactive Design at Fidelity Investments, at Forrester Consumer Forum 2011.

1. Relationships for the Customer Experience Age:
Lessons From the Field
Suzanne Hamill - VP, Interactive Design
Chris Whitlock - Executive Creative Director
Peyton Lindley - Executive Director, Experience Design. @telegrammatic
#effectiveui
@effectiveui
Monday, October 31, 2011

2. What We’re Working On
(And Why)
Monday, October 31, 2011

3. Why Are We Here?
Monday, October 31, 2011

4. On Client-Agency Relationships:
Monday, October 31, 2011

5. On Client-Agency Relationships:
Client -
Monday, October 31, 2011

6. relationship (n.)
the way in which two or more people or
organizations regard and behave toward
each other
Monday, October 31, 2011

7. IS IT LIKE THIS?
“Well Established Brand Seeks Hot Agency.”
Monday, October 31, 2011

8. OR LIKE THIS?
“Can’t We All Just Get Along?”
Monday, October 31, 2011

9. What’s The Cost of a Bad
Relationship?
Monday, October 31, 2011

10. Monday, October 31, 2011

11. “Help! My client is texting me!”
Monday, October 31, 2011

12. “Help! My client is texting me!”
Monday, October 31, 2011

13. Ask:
“How are we working?”
in addition to...
“What are we working on?”
Monday, October 31, 2011

14. The “agency” model is changing.
Monday, October 31, 2011

15. Not too long ago...
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16. So Where Is The Model Headed?
Monday, October 31, 2011

17. EXTERNAL: NEW MODELS
“One-Way Communication”
CLIENT AGENCY CUSTOMER
Monday, October 31, 2011

18. EXTERNAL: NEW MODELS
CLIENT
“Communication
& Interpretation”
CUSTOMER
AGENCY
Monday, October 31, 2011

19. INTERNAL: BRINGING PEOPLE ALONG FOR THE RIDE
MYSTERIOUS AND WONDERFUL
“BLACK BOX” THINGS HAPPEN HERE
APPROACH
CUSTOMER RESULTS
INSIGHT &
[ANALYSIS & FINDINGS
SYNTHESIS]
Monday, October 31, 2011

20. INTERNAL: BRINGING PEOPLE ALONG FOR THE RIDE
MYSTERIOUS AND WONDERFUL
“BLACK BOX” THINGS HAPPEN HERE
APPROACH
CUSTOMER RESULTS
INSIGHT &
[ANALYSIS & FINDINGS
SYNTHESIS]
CO-CREATED
APPROACH
CUSTOMER RESULTS
INSIGHT &
FINDINGS
Customer
Needs Workshop #1 Workshop #2
Framework
Monday, October 31, 2011

21. So how do you change
the conversation?
Monday, October 31, 2011

22. Revolution (n.) --
a dramatic and wide-reaching
change in the way something works
or is organized or in people's ideas
about it
Monday, October 31, 2011

23. THIS KIND OF REVOLUTION?
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24. OR THIS KIND?
Monday, October 31, 2011

25. frameworks for dialog
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26. frameworks for dialog
“helps me be strategic”
“helps me
make decisions”
“helps me
plug & chug”
Monday, October 31, 2011

27. so what have we learned?
Monday, October 31, 2011

28. space matters.
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29. space matters.
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30. space matters.
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31. space matters.
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32. space matters.
Monday, October 31, 2011

33. facilitate, don’t dictate.
Monday, October 31, 2011

34. co-creation and collaboration:
“one team”
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35. leading by doing.
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36. have the right people [participating].
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37. don’t wait for a meeting.
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38. how can we make this sustainable?
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39. DESIGN FOR CUSTOMER EXPERIENCE IS SHIFTING
VISUAL
DESIGN
Monday, October 31, 2011

40. DESIGN FOR CUSTOMER EXPERIENCE IS SHIFTING
PROBLEM
DEFINITION
VISUAL
DESIGN
Monday, October 31, 2011

41. DESIGN FOR CUSTOMER EXPERIENCE IS SHIFTING
DESIGN
FACILITATION
PROBLEM
DEFINITION
VISUAL
DESIGN
Monday, October 31, 2011

42. thank you. questions?
Monday, October 31, 2011