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I presented this talk for the WPP/Wunderman Thompson Singapore educational series.
In order to get your organisation, team and/or agency to enable digital transformation through customer experience you need to level-set definitions and get everyone on the same page on what these terms mean. This talk is meant to help you understand:
1. The difference between UI / UX / CX
2. Importance of Customer Experience Management and CX Business Strategies
3. How CX fits into Digital Transformation
CX = Customer Experience
UX = User Experience
UI = User Interface
In order to leverage CX / UX / UI
you need to know the difference
There are a lot of titles and
Which can be very confusing when trying to
learn, hire an agency or build a team
A big part of this is due to the evolving
nature of technology merging online
channels with offline.
Like Amazon Go
Just Walk Out
BRICKS & CLICKS
Source: Amazon Go
Like Google Home
Source: Google Home
Like Fitbit and their
health and fitness
Like Utilities and
Source: Con Edison of New York, Ally Bank
The term CX has been picking up
speed the last few years due to the
increased importance of digital
Source: UXPin, POSSIBLE
It is important to note that UX is most definitely
a part of CX, but CX is not UX
Loyalty & Retention, etc...
CX ≠ UX
Entire relationship and perception the customer has
with the organisation.
The experience of a specific product,
service or system
Leading with CX requires customer-centric business
strategies embedded across an enterprise
EMPOWER THE FRONT
LINE AND ENGAGING
UX / UI
As well as Customer Experience Management (CEM,
CXM) strategy that ties into the Business Strategy
Customer experience management is a strategy used to track, oversee and organise all interactions, in order to help a business focus on
the needs of its customers. This practice is meant to ‘close the gap’ between the intended customer experience and the actual customer
Both are required to effectively deliver, maintain and
nurture an exceptional customer experience across
the entire customer lifecycle and multitude of journeys.
It’s not just about a customer journey map.
CX touches across all of these components and in a
CX project you are generally working on more than
one of these at a time.
COMMERCE SERVICES CRM
Digital Transformation is
the integration of
digital technology into
all areas of an
✓ Results in fundamental
changes in how an
✓ Value delivered to their
Disruptive technologies as well as customer
expectation and choice are making digital
transformation critical to organisations today.
Big Data AI IoT
and technology is only going to accelerate
So where does CX fit into Digital
By 2020 customer experience will overtake
price and product as the key brand
89% of businesses are soon expected to
compete mainly on customer experience
86% of buyers will pay more for a better
62% of companies view customer experience
delivered by the contact centers as a
Source: Aberdeen Consulting Group
Companies with the strongest omnichannel
customer engagement strategies retain an
average of 89% of their customers, as compared
to 33% with weak or no strategy.
✓ CX differentiates winners
from losers in the market.
✓ Digital Transformation
✓ Together they drive value.
✓ Connecting people, things
and organisations together
Digital Transformation is the integration of digital
technology into all areas of an organisation
driving operational change and value.
CX differentiates companies offerings from their
competitors while Digital Transformation enables it.
CX and Digital Transformation combined create
new value chains for organisations at speed.
Designing for customer first requires
a user-centered design (UCD)
DRIVEN BY CUSTOMERS
RELATIONSHIP AND VALUE.
FEATURES AND CONTENT IS
FOCUSED ON CUSTOMER
DRIVEN BY COMPANY
RELATIONSHIP AND VALUE
FEATURES AND CONTENT IS
DRIVEN BY PRODUCT
One that uses an outside-in strategy
If you don’t speak to your customers
you are not using UCD or an outside-in
Why is this important?
Can’t deliver exceptional Customer
Experience or Digital Transformation
Source: Walker Customer 2020 Study
There’s always time to speak with your
customers regardless of project scope, audience
type or turnaround
Lean research strategies that can be applied to primary research
B2C B2C B2C, B2B B2C, B2B
To help you implement a UCD process
in your organization you need a UCD
Your UCD framework should:
✓ Act as a guide
✓ Be easy to understand by everyone in your
organization to support horizontality
✓ Can scale across all your different projects,
teams, and processes e.g. Agile, 4Ds
UNDERSTAND CONCEPT DELIVER
We gain understanding and
insight to the problem we are
trying to solve or opportunity
we’re trying to uncover.
Develop a POV that answers
both the business and user
Generate ideas and concepts
quickly and iteratively in varying
degrees of fidelity that meet the
identified opportunity spaces.
Validate concepts and further
Finalize design, produce and
documentation, guides and
Scale solution and
DOES IT WORK?
In practice our
framework works like
an ‘onion’, cyclical and
Use an outside-in approach and ensure you talk
to your customer.
Talking to some customers is way better than
Find the right UCD framework for your
organization to ensure it gets implemented and
used for project estimates, planning, etc.
Mine is just an example. If you google UCD
process you’ll get 607,000 results which can help
you find or create the perfect one.