keeping your customer continuously engaged - for ux bootcamp sept.2015

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HOW TO KEEP YOUR CUSTOMERS CONTINUOUSLY ENGAGED WITH YOU Jane Robbins Senior Human Factors Engineer ICF International Mobile UXCamp DC Sept. 19, 2015

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Page 1: Keeping your customer continuously engaged - for UX bootcamp Sept.2015

HOW TO KEEP YOUR CUSTOMERS CONTINUOUSLY

ENGAGED WITH YOU

Jane RobbinsSenior Human Factors EngineerICF InternationalMobile UXCamp DCSept. 19, 2015

Page 2: Keeping your customer continuously engaged - for UX bootcamp Sept.2015

CUSTOMER ENGAGEMENT 2

Who really are our customers?

They are the stakeholders who own the software or product you work on, such as

People from an internal department at your own organization

A government agency

A commercial client

A nonprofit

Page 3: Keeping your customer continuously engaged - for UX bootcamp Sept.2015

Why do we need to keep our customers continuously engaged?

CUSTOMER ENGAGEMENT 3

To understand our users, we first

have to understand our

customers

In the User Experience (UX) field, understanding our users is the most important aspect we bring to the organization…And the key to reaching our users is to establish rich, engaged relationships with internal stakeholders

Page 4: Keeping your customer continuously engaged - for UX bootcamp Sept.2015

What is customer engagement?

The relationship of customers with a brand, with highly engaged customers having

Continuing relationships

Brand loyalty

Better awareness and recall of communications

More likely to recommend the brand

Likely to engage in free, credible word of mouth advertising DEFINITION FROM HTTPS://EN.WIKIPEDIA.ORG/WIKI/CUSTOMER_ENGAGEMENT 4

Page 5: Keeping your customer continuously engaged - for UX bootcamp Sept.2015

CUSTOMER ENGAGEMENT

We can apply the same branding logic to our customer stakeholders

With the fast pace of change in the workplace, we have keep up with their current needs and goals

We have to keep them continuously engaged

Otherwise, we risk losing our seat at the table when new products are being developed

5

Page 6: Keeping your customer continuously engaged - for UX bootcamp Sept.2015

What are other benefits?

An engaged customer = a customer who supports the UX worldview

Continuously engaging with them:Develops deeper and more valuable relationships

Proactively anticipates their next needs

Ensures your customers keep UX ‘top-of-mind’ when they think about product development

IMAGE FROM HTTP://BLOG.GENERALASSEMB.LY 6

Page 7: Keeping your customer continuously engaged - for UX bootcamp Sept.2015

CUSTOMER ENGAGEMENT 7

How do you keep them continuously engaged?Perhaps you’re new to your organization, you have a new set of customers, or you want to reinvigorate your engagement with customers you’ve been working with for a while…

Come up with a set of tactics to build or enhance your relationships with them, on both a professional and personal level

I’ve successfully used twelve tactics in several business and government organizations that really increase engagement

Page 8: Keeping your customer continuously engaged - for UX bootcamp Sept.2015

Decide on your tactics based on…

The UX maturity model for your organization

The relationships that you’ve already established

Your UX focus or

The effort involved IMAGES FROM HTTP://UXPODCAST.COM/88-JARED-SPOOL-UX-STRATEGY

BUSINESSBANTER.COM 8

Page 9: Keeping your customer continuously engaged - for UX bootcamp Sept.2015

CUSTOMER ENGAGEMENT 9IMAGE FROM HTTP://UXPODCAST.COM/88-JARED-SPOOL-UX-STRATEGY/

Page 10: Keeping your customer continuously engaged - for UX bootcamp Sept.2015

The Customer Engagement Model

CUSTOMER ENGAGEMENT 10

Page 11: Keeping your customer continuously engaged - for UX bootcamp Sept.2015

Tactic #1: Presentations by UX StaffProvides basic UX information to customers, such as benefits and examples of potential improvements to the customer’s products

Best for organizations where…Maturity – Anywhere from Low (Unrecognized) to Medium (Invested) maturity; other tactics are more appropriate for High maturity organizations

Relationships – New; this sets the stage for future interactions

Your UX Focus – Can be done for either management or employees

Effort – High, though the same presentation could be given multiple times to different audiences

CUSTOMER ENGAGEMENT 11

Page 12: Keeping your customer continuously engaged - for UX bootcamp Sept.2015

Tactic #2: Presentations by ExpertsInvolves experts in the UX field who present authoritative information to customers

Best for organizations where…Maturity– Anywhere from Low to Medium, but the topic should be customized to the level of maturity

Relationships – New or Established

Your UX Focus – Can be done for either management or employees

Effort – MediumCUSTOMER ENGAGEMENT 12

Page 13: Keeping your customer continuously engaged - for UX bootcamp Sept.2015

Tactic #3: WorkshopsEngages customers by involving them in tackling a specific app/website/system and working through possible solutions in day-long workshops

Best for organizations where…Maturity – Generally Low to Medium

Relationships – New

Your UX Focus – Generally done for employees, not management

Effort – Depends if you hire an outsider to prepare and facilitate, or do it with your UX staff

IMAGE FROM HTTP://WWW.WALKTOFREEDOM.CO.UK 13

Page 14: Keeping your customer continuously engaged - for UX bootcamp Sept.2015

Tactic #4: UX Classes TogetherAllows customers to gain in-depth knowledge, so that everyone shares a common understanding of UX terminology and techniques

Best for organizations where…Maturity – Low to High

Relationships – Anywhere from New to Established

Your UX Focus – Generally done for employees, not management

Effort – Low, if an outside instructor teaches the class, High if you do so

IMAGE FROM HTTP://CONNECTINGPEOPLESTUDY.NET 14

Page 15: Keeping your customer continuously engaged - for UX bootcamp Sept.2015

Tactic #5: Blogs and ArticlesProvides a showcase on your team’s expertise by applying a UX technique to your customer’s needs

Best for organizations where…Maturity – Anywhere

Relationships – Most likely Established

Your UX Focus – For both management and employees

Effort – MediumCUSTOMER ENGAGEMENT 15

Page 16: Keeping your customer continuously engaged - for UX bootcamp Sept.2015

Tactic #6: Office HoursAllows UX staff to educate and consult with customers on issues and questions; this can be virtual or onsite

Best for organizations where…Maturity Model – anywhere from Low to High

Relationships – from New to Established

Your UX Focus – best if you are focused on regular employees

Effort – High to prepare, reuse the same materials, so works out to Medium effort

CUSTOMER ENGAGEMENT 16

Page 17: Keeping your customer continuously engaged - for UX bootcamp Sept.2015

Tactic #7: Customer Review BoardEngages customers from different parts of the organization to give input on UX priorities

Best for organizations where…Maturity – anywhere from Low to High

Relationships – from New to Established

Your UX Focus – Generally focused on managers, though sometimes line employees represent their teams

Effort – High to set up meetings, record results, promulgate information to the rest of the organization

IMAGE FROM HTTP://MANAGEMENTACTIONPROCESS.COM 17

Page 18: Keeping your customer continuously engaged - for UX bootcamp Sept.2015

Tactic #8: Invitations to UT and Focus Group SessionsInvite customers to your usability testing and focus group sessions as observers

Best for organizations where…Maturity – anywhere from Low to High; if Low, it will be an eye-opener, if High, it will reinforce the value of UX

Relationships – from New to Established

Your UX Focus – Both managers and employees should be invited, but for different reasons: managers to better understand UX, employees to learn about their users

Effort – Low, since you’re doing the sessions alreadyCUSTOMER ENGAGEMENT 18

Page 19: Keeping your customer continuously engaged - for UX bootcamp Sept.2015

Tactic #9: Offsites Provides opportunity to discuss UX strategy for the organization with your customer

Best for organizations where…Maturity – Generally Low to Medium

Relationships – New or Established, with the focus of the offsite slightly different depending on the existing relationship

Your UX Focus – Management primarily

Effort – High preparationIMAGE FROM REKALLTECH.COM 19

Page 20: Keeping your customer continuously engaged - for UX bootcamp Sept.2015

Tactic #10: UX TripsReinforces relationships when you travel with your customer for a UX-related event, such as a conference

Best for organizations where…Maturity – Generally Low to Medium

Relationships – New or Established, to build further credibility for the UX philosophy

Your UX Focus – Management primarily

Effort – Low preparationCUSTOMER ENGAGEMENT 20

Page 21: Keeping your customer continuously engaged - for UX bootcamp Sept.2015

Tactic #11: Social EventsHolding a social event for customers, such as a Meet-and-Greet or Happy Hour, can be a powerful way to establish and reinforce customer relationships

Best for organizations where…Maturity – anywhere - almost everyone appreciates a party!

Relationships – Anywhere from New to Established

Your UX Focus – For both management and employees

Effort – MediumIMAGE FROM HTTP://WWW.GOSTANFORD.COM 21

Page 22: Keeping your customer continuously engaged - for UX bootcamp Sept.2015

Tactic #12: Co-locate with your CustomersTo maintain continuous engagement, there’s nothing better than meeting your customer at the coffee pot each morning, posting your personas in the halls, and displaying wireframes at your desk

Best for organizations where…Maturity – Can be for any stage, but the most ‘bang for the buck’ at the Low stage

Relationships – For New relationships, this should pay the most dividends

Your UX Focus – Employees

Effort – LowCUSTOMER ENGAGEMENT 22

Page 23: Keeping your customer continuously engaged - for UX bootcamp Sept.2015

Let’s Hear About Other Engagement Tactics and Ideas That You Have Used….

1. Important to set expectations with customers upfront

2. Involve customers in your online dialog, via Slack, Github or other tools and wikis 3. Use customers for dry runs for your testing

4.

5.CUSTOMER ENGAGEMENT 23

Page 24: Keeping your customer continuously engaged - for UX bootcamp Sept.2015

CUSTOMER ENGAGEMENT 24

KEEP YOUR CUSTOMERS ENGAGED!

Jane RobbinsSenior Human Factors EngineerICF International

[email protected]

https://www.linkedin.com/pub/jane-robbins-mba-cua/5/a09/36a

@UX_JaneRobbins