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

1. Copyright © 2006-2013 The FatDUX Group ApS, Copenhagen, Denmark
User Experience vs Customer Experience
same, same but different
Niels Anhalt
niels.anhalt@fatdux.com
UXcamp 2013, Berlin

2. vs CXUX
User Experience vs Customer Experience

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

12. vs CXUX
What is their main approach?
„Management“

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. vs CXUX
What is their main approach?
„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

19. Next event?
UX camp

20. Next event?
CXUX camp

21. Next event?
CUX camp

22. CXUX
same, same but different

23. I’ll be happy to discuss with you!
You’ll find us (even) in Cologne!
Niels Anhalt
Director UX Consulting/UX Strategist,
FatDUX Cologne, Germany
FatDUX Cologne
c/o nexum AG
Maarweg 149-161
50825 Cologne, Germany
niels.anhalt@fatdux.com
+49 176 17476600
www.fatdux.com