Hi! I’m Chris Grant head of Onboarding at Tuenti and I’m thrilled to be here at UXFighters. When Luz first approached me I was impressed by the great lineup of speakers and the cool topics. I even read someone was going to talk about the transition from UX to CX. Wow, maybe I could learn something! I guess it was the 3rd time I read the email that I realized I was the one speaking about UX to CX. Gulp! I’m not an expert yet, but I can share some of the first lessons we learned in the last 9 months. Like most stories, it starts with a big mistake.

1. De UX a CX
Algo de lo que hemos aprendido en Tuenti
UXFighters // Madrid // September 2014

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Christopher Grant
digitalaltruist.com
@digitalaltruist

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?
UXFighters // Madrid // September 2014

5. UXFighters // Madrid // September 2014Foto © http://normandapito.com/portfolio/g3/

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Money matters.

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Customers = €
Users = Free

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I was wrong.
It’s about value, not money.
LESSON #1

11. UXFighters // Madrid // September 2014Foto © http://mikethewineguy.com/
Value is tricky.

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When your value
is evolving…

14. UXFighters // Madrid // September 2014Foto © mcyrus.com y http://wallown.com/
When your value
is evolving…

15. UXFighters // Madrid // September 2014Foto © mcyrus.com y http://wallown.com/
When your value
is evolving…

16. Some folks just won’t understand.
UXFighters // Madrid // September 2014Foto © mcyrus.com y http://wallown.com/

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#retailproblem

18. UXFighters // Madrid // September 2014Foto © Election 1999

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20. UXFighters // Madrid // September 2014Foto © http://filmdoctor.co.uk/

21. UXFighters // Madrid // September 2014Foto © http://filmdoctor.co.uk/
Cara de máxima
felicidad

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How do we get customers
to go beyond price?

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Data digging

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500 calls

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Breakin’ limbs
& sellin’ SIMs.

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We imagined.

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PURCHASE
ONBOARDING
ACCOUNT
COSASGUAYS

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COSASGUAYS

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PURCHASE
ONBOARDING
ACCOUNT
COSASGUAYS

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ACCOUNT

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Loads of linkage SMS

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NewSIMPacks

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Form optimization

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Not enough.

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CX has to be bulletproof in a way
user experience does not.
LESSON #2

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Declare a Jihad
against complexity.

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ONBOARDING
ACCOUNT
AppDownload
AccountCreation

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ALWAYS
BRING BEER
#protip

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ONBOARDING
ACCOUNT
AppDownload&
AccountCreation

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We know everything
about this guy.

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It worked!

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Onboarding
made easy!

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Pues eso.

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2015?

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¡Muchas gracias!
digitalaltruist.com
@digitalaltruist