Deck of the talk I gave at the Polish IA Summit in Warsaw (April 19, 2012). See also the related article at http://informaat.com/blog/customer-experience-the-natural-ally-for-ux-in-business.php

1. From cUStomER
To CusTOMer
Peter Bogaards ~ 19 april 2012
Informaat experience design
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3. 3
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4. Disclaimer
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5. A revolution is upon us
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8. 8
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9. Niclas Koppernigk (1473-1543)
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17. "You've got to start with the customer
experience and work backwards to the
technology."
Steve Jobs
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18. The Jobsian Revolution
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19. "Meaning is the most important
dimension of the customer experience."
Nathan Shedroff
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20. Customer eXperience
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22. "(...) we don’t really know people who
do Customer Experience, in fact, most
of us probably don’t even know they
exist and will be immediately sceptical
upon discovering them."
Leisa Reichelt
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23. "User experience encompasses all aspects of the
end-user's interaction with the company, its
services, and its products."
Nielsen Norman Group
"Customer experience is the perception that
customers have of their interactions with an
organization."
Bruce Temkin
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24. Experience Strategy
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26. Responsibilities UX strategist
• Define the UX vision.
• Create UX strategies.
• Advance the UX practice within a company.
• Work across business units and departments.
• Analyze quantitative and qualitative user research.
• Synthesize customer data from many sources to identify opportunities and recommend
design directions.
• Identify user requirements to shape and prioritize feature sets.
• Connect design strategy to business results.
• Produce a UX roadmap.
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27. Service Design
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28. "The service design folks understand
that good experiences require unity
from all aspects of an experience, not
just the cool digital stuff."
Samantha Starmer
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30. Customer Experience
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31. Some UX magic words
accessibility ~ agile ~ architecture ~ compelling ~
content ~ content management ~ deliverables ~ design
~ design thinking ~ desirable ~ empathy ~ findability ~
interaction ~ navigation ~ patterns ~ personas ~
process ~ prototypes ~ research ~ scenarios ~ search
~ swimming lanes ~ usability ~ useful ~ user-centered
~ web governance ~ wireframes
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32. Some CX magic words
conversion ~ customer call centre ~ customer care ~
customer excellence ~ customer focus ~ customer
intelligence ~ customer loyalty ~ customer relationship
~ customer satisfaction ~ customer service ~
customer value ~ Net Promotor Score ~ voice of the
customer
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35. Design
Culture
Strategy
Governance
Measurement
Customer understanding
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36. Design < UX design
Culture < Design thinking
Strategy < Experience strategy
Governance < Web governance
Measurement < Analytics
Customer understanding < User/Design research
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37. Challenges & Next steps
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38. Thank you!
about.me/peterbogaards
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