how to get your cx and ux teams working together
TRANSCRIPT
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April 15, 2023
How to Get Your CX and UX Teams Working Together
Steve Offsey, CMO, TandemSeven
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How do you
WINin the digital age?
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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
WireframesVisual 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 measureme
nt 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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Customer Research
User Stories
Customer Personas
Task Models
Customer Journey Maps
Unify research and design assets in one place, organized for consistency and reuse
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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 atwww.tandemseven.com/ux360-customer-user-experience-software-tools/
Design by Katrina Berlin BencoPhoto credits: Hooked by ePi.Longo, Rollercoaster by Craig Lloyd, and Cooperation by Marina del Castell all llcensed under CC BY 2.0