Mais conteúdo relacionado Semelhante a How to Get Your CX and UX Teams Working Together Semelhante a How to Get Your CX and UX Teams Working Together (20) How to Get Your CX and UX Teams Working Together1. 1© 2015 T7
July 29, 2015
How to Get Your CX and UX
Teams Working Together
Steve Offsey, CMO, TandemSeven
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By maximizing the value you provide
to your customers across all
channels and touchpoints…
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CX
…to ultimately improve their end-to-
end customer experience.
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An improved customer
experience is now on your CEO’s
agenda…
…which means your CX and UX teams
are on the hook to make it happen!
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New CX initiatives can overlap, or
even appear to be in competition
with UX initiatives
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Expert input from a user experience
(UX) team is critical for a successful
customer experience (CX).
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In most
organizations
UX means
digital UX
Or the
experience of
users with
applications,
devices or
processes
What is UX?
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Interaction
Design
Contextual
Inquiry
Wireframes
Visual
Design
Usability
Testing
Personas
UX methods and outputs include
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Customer experience (CX) is the sum of all
interactions between an organization and a
customer over the duration of their relationship.
What is CX?
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CX teams typically focus more on
process and service design than
digital application design and delivery.
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Journey
Maps
Segment
Profiles
/Personas
Voice of
the
Customer
(VOC)
CX methods and outputs include
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So, how can CX and
UX teams improve
the way they work
together to provide
a better customer
experience?
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1. Adopt organizational characteristics to help
maximize the synergy between CX and UX
C-level
sponsorship
Cross-functional
teams
End-to-end
vision
Shared
definitions
and
standards
Common
research,
testing and
measurement
approaches
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2. Align your CX and UX teams around
shared processes and standards
Support
Deliver
Develop
Test
Design
Experience
Modeling
Persona
Modeling
Research
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3. Employ a common platform for UX and CX teams
to create and share research and design assets
Research Personas
Task
Models
Journey
Maps
Dashboard
User
Stories
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A common platform allows your CX
and UX teams to…
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Create a
consistent set
of personas
shared across
the enterprise
Upgrade your
profiles and
personas from
static pictures
to dynamic
online assets
Create and share dynamic personas to provide a
unified view of your customers’ challenges,
preferences, and priorities
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Front Stage
/
Back Stage
Actors
Emotional
States
Future State
(Innovation)
Current
State
(Heat Maps)
Construct journey maps to provide a visual, high-
impact understanding of customers’ goals and touch
points
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Benchmark and
track evolving
experience from
initial state
towards desired
(future) state.
Employ dashboards to communicate relevant and
up-to-date information to each business stakeholder
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Integrate with
agile
development
platforms
Organize
scenarios and
tasks into user
stories and
release
packages
Use story maps to visually communicate key
customer stories to agile development teams
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Organizations whose CX and UX teams align to
improve their overall customer experience will gain
significant advantage in:
Market
Share
Customer
Satisfaction
Profitability
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Working together, CX and UX teams can
make it happen!
Align CX and UX
teams around
shared
processes and
standards
Employ a
common platform
to align your
entire
organization
around your
customers’ needs
Adopt
organizational
characteristics
that maximize the
synergy between
CX and UX
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Want to learn more about how the right platform can
help unify your CX and UX teams?
Request a free trial of UX360 at
www.tandemseven.com/ux360-customer-user-experience-software-tools/
Design by Katrina Berlin Benco
Photo credits: Hooked by ePi.Longo, Rollercoaster by Craig Lloyd, and Cooperation by Marina del Castell all llcensed under CC BY 2.0
Notas do Editor shutterstock Pic from unsplash: https://download.unsplash.com/photo-1429000263672-1b8b4008d2f7 NO NEED For attribution