customer experience & user experience - is the union greater than the sum of the parts?
TRANSCRIPT
CX & UX
is the union greater than the sum of the parts?
T.S.Balaji Executive Director
Cox, UX Center of Excellence
AgendaCX & UX - is the union greater than the sum of
the parts? Introduction to Cox
Who We Are
UX & CX
Operational Models
UX & CX @ Cox
Q&A
Me • Started my career in couple of startup
companies in the bay area in speech recognition and speech interfaces.
• Spent several years with Sprint & Boost designing services across all aspects of the customer’s lifecycle.
• Led the CX group for the Connected Vehicles during my last three years at Sprint
• Created UX Center for Excellence at Cox. We work on everything from Digital, Product, Enterprise systems & HR.
• MS in Industrial Engineering from Louisiana Tech & MBA from UVa.
UX Center of Excellence
DesignResearch
& Analytics
CX & UX
CustomerExperienceHowcustomersperceivetheirinteractionswithyourcompany.-Forrester
Definitions
UserExperience"Userexperience"encompassesallaspectsoftheend-user'sinteractionwiththecompany,itsservices,anditsproducts.-NNG
CX & UX Organizational Models
CX&UXasonegroup CXOnly
Asingleorganizationwouldbeinposition
totakealeadershiproleinaddressingcustomercentricityacrossallcustomer
interactions
ACXonlymodelcouldhavethegroup
focusedonCXrelatedactivitiesandwewill
discussdifferentmodelsinthisspace.
Whenbothorganizationsexistunder
differentorganizations,theopportunities
existtoalignanddrivecustomercentricitywithinthelargerorganization.
UXonlygroupstypicallyhavetheir
rootsinproductand/ordigitaldesign.
01 03
02 04UXOnly CX&UXasseparate
Single Group creates complete focus on the experience depending on the size of the organization.
33
CX & UX - Single Group
UXCX
33
CX & UX - Separate Group
Common Tasks UXCX
Responsibilities Persona User Journey Usability Testing Prototyping UX Strategy & design
Responsibilities PersonaCustomer Journey/Journey Owners Service DesignBusiness Cases KPIs (NPS) Brand Strategy Pricing
CX Operational Models
Co-ordinate & AlignBringorganizationstogether
All InteractionsCreative&Customerfocused
Human to HumanCare,Retail&Sales
CX & UX @ Cox
There is far more that unites us than divides us…
CX & UX - Align Language
UX Responsibilities Persona / Behavioral Profiles
User Journey /Experience Map
Usability Testing Prototyping
UX Strategy & design UX Surveys
Modeling
Analytics
CX Responsibilities Persona
Customer Journey/Journey Owners
Service DesignBusiness Cases
KPIs (NPS)
Brand Strategy
Pricing
CX & UX - Align Process
When a project kicks off, we begin by utilizing our understanding of customer behaviors in combination with our understanding of technology to create a plan rooted in serving the user while aligned to the needs of the business.
During this time, we explore the current market and competitive landscape as well as gain an understanding of the current product or the proposed new product, service, or business idea. We also work to identify gaps, risks, and opportunities within current-state.
We partner with our customers and our business to design, test, co-create, and solution ideas to shape what will become the product.
Once there is alignment on the approach, documentation is created for the purpose of handoff to development and technology teams for implementation. We also outline recommendations for lifecycle management and ongoing or future enhancements if they will be needed.
After implementation is complete, the product goes into the live environment. Post-launch activities could follow depending upon the nature of the product.
Iterative Design Process
Journey Maps
Destination/GoalLaunch/Change
Develop & Benchmark
Deploy & feedback
loop
There is no secret ingredient, it’s just you!!!
