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Customer Experience
Framework for insights
2016-10 interUXion
CustomerExperience|Customerneeds&value
MyCompany
Customer’sExperiences• Challenges• Actors• Ac9ons• Value• Needs
Customerisdoingtheir“thing”,withorwithout
MyCompany.
Factsheet• Businessfigures• ProductporEolio• Sites,history,…
Customer(B2B,B2C)
Theyarelookingforvalueintheiropera9ons:
Economic,pragma9c,hedonic,self-improvement,self-expression,
social,spiritual,ethical
interUXion 2
Context(s)• Compe99on,
• Business,• Markets,• Social,• Legal,• Etc.
CustomerExperience|Contexts
MyCompany
Fact sheet
Enduser<--->
Valuechain
CX
Customer’sExperiences• Challenges• Actors• Ac9ons• Value• Needs
WhatroledoestheCustomerplayinthevalue-chain?
Customerhastoadjustitselftothevariouscontexts.
Thecontextssetlimita9ons,rulesandthreats,butalso
opportuni9estotheCustomer.
Customer
interUXion 3
Context(s)
Enduser
CX
CustomerExperience|Customer”actors”
MyCompany
Customer’sExperiences• Challenges• Actors• Ac9ons• Value• Needs
Therecanbeseveral“players”or“actors”
insidetheB2BCustomer. Enterprise/func9on/team/role/person
Customer
interUXion 4
Context(s)
Enduser
CX
Customer’sExperiences• Challenges• Actors• Ac9ons• Value• Needs
CustomerExperience|MyCompanyCXTouchpoints
CXtouchpointsProductporEolioà
ProductsàServicesàProjectsàStaffà
Func9onsàMarke9ngàPremisesàCompanyàChannelsàPReventsà
…
MyCompany
MyCompanyreachingouttothe
Customer.
Isanybodyhearingorlisteningatthe
poten9alcustomer?
Brand
Customer
interUXion 5
Context(s)
Enduser
CX
CustomerExperience|Rela9onships
CustomerRela?onship
CustomerExperience
CXtouchpointsProductporEolioà
ProductsàServicesàProjectsàStaffà
Func9onsàMarke9ngàPremisesàCompanyàChannelsàPReventsà
…
Brand
MyCompany
Ra9onal
Emo9onal
Business
Customer
Therela9onshipisini9atedwhenthe
customerfirsthearsofMyCompany.
interUXion 6
Context(s)
Enduser
CX
CustomerExperience|Rela9onships&CXEvents
CXEvents
CustomerRela?onship
CustomerExperience
CXtouchpointsProductporEolioà
ProductsàServicesàProjectsàStaffà
Func9onsàMarke9ngàPremisesàCompanyàChannelsàPReventsà
…
Brand
MyCompany
Interac9on
Coopera9on
Communica9on
Ra9onal
Emo9onal
Business
Customer
1)NminorandmajorCXeventswiththetouchpoints.
2)CXeventsimpacttherela9onship(s),withsomewhatfuzzylogic.
interUXion 7
Context(s)
Enduser
CX
Compe9torB• Benchmarks
CustomerExperience|CXDrivers
CXEvents
CustomerRela?onship
CustomerExperience
Evalua?ons• Sa9sfac9on
• Benefitsandcosts• Addedvalue• Qualitycriteria
CXtouchpointsProductporEolioà
ProductsàServicesàProjectsàStaffà
Func9onsàMarke9ngàPremisesàCompanyàChannelsàPReventsà
…
Brand
MyCompany Customer
Interac9on
Coopera9on
Communica9on
Ra9onal
Emo9onal
Business
Customerhasmanycriteriaforevalua9ngtheircustomer
experience.
Compe99onsetsmetricsforevalua9on.
interUXion 8
Compe9torB• Benchmarks
Context(s)
CustomerExperience|ExperienceDesign
CXEvents
Interac9on
Coopera9on
Communica9on
CXtouchpoints
ExperienceDesignHidden|Public|Private• CXpoten9al&drivers&targets• CXcommitment&competence• Customeranduserinvolvement
CustomerRela?onship
CustomerExperience
Evalua?onsFactsheet
Enduser
CX
Ra9onal
Emo9onal
Business
MyCompany Customer
EachtouchpointrequiresspecializedCXdriversanddesigndisciplines:
Informa9onDesign,Interac9onD,IndustrialD,VisualD,ArchitecturalD,InteriorD,…
interUXion 9
Compe9torB• Benchmarks
Context(s)
CustomerExperience|CustomerInsights
CustomerInsights• Customer/enduserunderstanding
• Knowledgemanagement
CXEvents
Interac9on
Coopera9on
Communica9on
CXtouchpoints
ExperienceDesign
CustomerRela?onship
CustomerExperience
Evalua?onsFactsheet
Enduser
CX
Ra9onal
Emo9onal
Business
MyCompany Customer
Whatinsightsdowehavetosupport(design)decisionmaking?Factsorguesses?
interUXion 10
Compe9torB• Benchmarks
Context(s)
CustomerExperience|UX/CXprac9cesandmethods
CustomerInsights
CXToolbox
CXEvents
Interac9on
Coopera9on
Communica9on
CXtouchpoints
ExperienceDesign
CustomerRela?onship
CustomerExperience
Evalua?onsFactsheet
Enduser
CX
Ra9onal
Emo9onal
Business
MyCompany Customer
WhatUX/CXprac9cesandmethodsdowehaveto
gatherdataandpurifyitintoinsights?
interUXion 11
Compe9torB• Benchmarks
Context(s)• Compe99on,
• Business,• Markets,• Social,• Legal,• Etc.
CustomerExperience|SummaryPoster
CustomerInsights• Customer/enduserunderstanding
• Knowledgemanagement
CXtoolbox
CXEvents
Interac9on
Coopera9on
Communica9on
CXtouchpointsProducts,services,projects,staff,brand,marke9ng,channels,…
ExperienceDesignHidden|Public|Private• CXpoten9al&drivers&target• CXcommitment&competence• Customeranduserinvolvement
CustomerRela?onship
Customerexperience• Challenges• Actors• Ac9ons• Value• Needs
Evalua?ons• Sa9sfac9on
• Benefitsandcosts• Addedvalue• Qualitycriteria
Factsheet
Enduser
Valuechain<--->
CX
Ra9onal
Emo9onal
Business
MyCompany Customer
interUXion 12
StrategicprinciplesforCustomerInsights
AEtude Companyinvestment insteadof Project’sextracost
Contents
Customerneedsandwants inaddi9onto Customercomplaints
Clearinforma9onarchitecture inaddi9onto Randomnotes
ExperienceDesign inaddi9onto Product&servicedesign
AgreedCXDrivers insteadof Contradic9ngpersonalopinions
CXtoolbox
Studiedfacts inaddi9onto Goodguesses
Qualita9vestudies inaddi9onto Quan9ta9vesurveys
Internalcrowdsourcing inaddi9onto Customervisits
Knowledgemgmt
Sharingwithcolleagues inaddi9onto Personaltacitinforma9on
Cumula9veknowledge inaddi9onto Ad-hocprojectreports
Systema9cdatacollec9on inaddi9onto Complaintarchives
Thank You!
interUXion
