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User Experience vs Customer Experience - same,same but different

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presentation about user experience (UX) and customer experience (CX) held at the UXcamp 2013 in Berlin ( uxce13 )

Publicada em: Negócios, Tecnologia
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  • Great presentation: very useful
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  • Nice deck, Niels. You do a solid job covering the differences and the connection points. The title made me laugh, BTW. Having been on holiday to Thailand, I know exactly what that means. :)
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User Experience vs Customer Experience - same,same but different

  1. 1. Copyright © 2006-2013 The FatDUX Group ApS, Copenhagen, DenmarkUser Experience vs Customer Experiencesame, same but differentNiels Anhaltniels.anhalt@fatdux.comUXcamp 2013, Berlin
  2. 2. vs CXUXUser Experience vs Customer Experience
  3. 3. UX vs CXsame, same but differentSource: http://www.flickr.com/photos/oxborrow/
  4. 4. How is it defined?"a personsperceptions andresponses that resultfrom the use oranticipated use of aproduct, system orservice"CXUXISO 9241-210"The sum of allexperiences acustomer has with asupplier […], overthe duration of theirrelationship withthat supplier"Wikipedia
  5. 5. How is it defined?"a personsperceptions andresponses that resultfrom the use oranticipated use of aproduct, system orservice"CXUXISO 9241-210"The sum of allexperiences acustomer has with asupplier […], overthe duration of theirrelationship withthat supplier"Wikipedia
  6. 6. How is it defined?CXUXhttp://en.wikipedia.org/wiki/Customercustomeris the recipient of agood, service, productor idea, obtained froma seller, vendor orsupplier for a monetaryor other valuableconsideration.http://de.slideshare.net/ericreiss/users-experience-and-beyondusera person who makesuse of a thing;someone who usesor employssomething
  7. 7. What they both have in common?CXUXEmpathyInterested in people and their needs
  8. 8. What do they do?CXUXUser ResearchPersonaUser JourneyUsability TestingPrototypingInformation ArchitectureInteraction DesignDesign PrinciplesStyleguides…Customer ResearchPersonaCustomer JourneyPrototypingDesignBusiness CasesKPIs (NPS, CSI)Business Strategy…
  9. 9. Who are they and where do they comefrom?CXUXUsability EngineerUsability ResearcherInformation ArchitectInteraction DesignerInterface DesignerDeveloperMarketing ManagerProduct ManagerMarket ResearcherBusiness AnalystCRM-ManagerCustomer Manager
  10. 10. What is their main approach?CXUXAnalyze users needsIdentify touchpointsDesign touchpointTest and prove designUnderstand customersIdentify touchpointsFind business casesEstablish strategyEstablish KPIEstablish governanceEstablish culture
  11. 11. What is their main approach?CXhttp://www.ecew.co.uk/ecew/programme.html
  12. 12. vs CXUXWhat is their main approach?„Management“
  13. 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
  14. 14. vs CXUXWhat is their main approach?„Design“
  15. 15. What would a CEO say?UXMikeCEOof„the big company“Hi, I am your UserExperience Consultant!Ah, great! I will schedule ameeting for you with myinternet guy. Perhaps he isinterested.
  16. 16. What would a CEO say?CXMikeCEOof„the big company“Hi, I am your CustomerExperience Consultant!Ah, great! You can give meadvice how to earn moremoney with my customers?
  17. 17. Who are the market drivers?CXUX?MicrosoftDigitalAgenciesDigitalPlattform OwnerAdobeOracleSAPForrester
  18. 18. What to do?CXUXCome togetherLearn from each otherSupport each otherfor the sake ofyou, the users and good businessprovides strategicframework andbusiness approachprovides concreteoptimatization anddesign knowledge
  19. 19. Next event?UX camp
  20. 20. Next event?CXUX camp
  21. 21. Next event?CUX camp
  22. 22. CXUXsame, same but different
  23. 23. I’ll be happy to discuss with you!You’ll find us (even) in Cologne!Niels AnhaltDirector UX Consulting/UX Strategist,FatDUX Cologne, GermanyFatDUX Colognec/o nexum AGMaarweg 149-16150825 Cologne, Germanyniels.anhalt@fatdux.com+49 176 17476600www.fatdux.com

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