3. UX vs CX
same, same but different
Source: http://www.flickr.com/photos/oxborrow/
4. How is it defined?
"a person's
perceptions and
responses that result
from the use or
anticipated use of a
product, system or
service"
CXUX
ISO 9241-210
"The sum of all
experiences a
customer has with a
supplier […], over
the duration of their
relationship with
that supplier"
Wikipedia
5. How is it defined?
"a person's
perceptions and
responses that result
from the use or
anticipated use of a
product, system or
service"
CXUX
ISO 9241-210
"The sum of all
experiences a
customer has with a
supplier […], over
the duration of their
relationship with
that supplier"
Wikipedia
6. How is it defined?
CXUX
http://en.wikipedia.org/wiki/Customer
customer
is the recipient of a
good, service, product
or idea, obtained from
a seller, vendor or
supplier for a monetary
or other valuable
consideration.
http://de.slideshare.net/ericreiss/users-experience-and-beyond
user
a person who makes
use of a thing;
someone who uses
or employs
something
7. What they both have in common?
CXUX
Empathy
Interested in people and their needs
8. What do they do?
CXUX
User Research
Persona
User Journey
Usability Testing
Prototyping
Information Architecture
Interaction Design
Design Principles
Styleguides
…
Customer Research
Persona
Customer Journey
Prototyping
Design
Business Cases
KPIs (NPS, CSI)
Business Strategy
…
9. Who are they and where do they come
from?
CXUX
Usability Engineer
Usability Researcher
Information Architect
Interaction Designer
Interface Designer
Developer
Marketing Manager
Product Manager
Market Researcher
Business Analyst
CRM-Manager
Customer Manager
10. What is their main approach?
CXUX
Analyze users needs
Identify touchpoints
Design touchpoint
Test and prove design
Understand customers
Identify touchpoints
Find business cases
Establish strategy
Establish KPI
Establish governance
Establish culture
11. What is their main approach?
CX
http://www.ecew.co.uk/ecew/programme.html
13. What is their main approach?
Source: http://blogs.forrester.com/kerry_bodine/13-04-19-
you_asked_forrester_answered_questions_about_customer_experience_design
15. What would a CEO say?
UX
Mike
CEO
of
„the big company“
Hi, I am your User
Experience Consultant!
Ah, great! I will schedule a
meeting for you with my
internet guy. Perhaps he is
interested.
16. What would a CEO say?
CX
Mike
CEO
of
„the big company“
Hi, I am your Customer
Experience Consultant!
Ah, great! You can give me
advice how to earn more
money with my customers?
17. Who are the market drivers?
CXUX
?
Microsoft
Digital
Agencies
Digital
Plattform Owner
Adobe
Oracle
SAP
Forrester
18. What to do?
CXUX
Come together
Learn from each other
Support each other
for the sake of
you, the users and good business
provides strategic
framework and
business approach
provides concrete
optimatization and
design knowledge