1© 2015 T7

April 15, 2023

How to Get Your CX and UX Teams Working Together

Steve Offsey, CMO, TandemSeven

2© 2015 T7

How do you

WINin the digital age?

3© 2015 T7

By maximizing the value you provide to your customers across all channels and touchpoints…

4© 2015 T7© 2015 T7

CX

…to ultimately improve their end-to-end customer experience.

5© 2015 T7© 2015 T7

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!

6© 2015 T7

New CX initiatives can overlap, or even appear to be in competition with UX initiatives

7© 2015 T7

Expert input from a user experience (UX) team is critical for a successful customer experience (CX).

8© 2015 T7

In most organizations UX means digital UX

Or the experience of

users with applications, devices or processes

What is UX?

9© 2015 T7© 2015 T7

Interaction Design

Contextual Inquiry

WireframesVisual Design

Usability Testing

Personas

UX methods and outputs include

10© 2015 T7

Customer experience (CX) is the sum of all interactions between an organization and a customer over the duration of their relationship.

What is CX?

11© 2015 T7

CX teams typically focus more on process and service design than digital application design and delivery.

12© 2015 T7© 2015 T7

Journey Maps

Segment Profiles

/Personas

Voice of the

Customer (VOC)

CX methods and outputs include

13© 2015 T7© 2015 T7

So, how can CX and UX teams improve the way they work together to provide a better customer experience?

14© 2015 T7

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

15© 2015 T7© 2015 T7

2. Align your CX and UX teams around shared processes and standards

Support

Deliver

Develop

Test

Design

Experience Modeling

Persona Modeling

Research

16© 2015 T7© 2015 T7

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

17© 2015 T7© 2015 T7

A common platform allows your CX and UX teams to…

18© 2015 T7

Customer Research

User Stories

Customer Personas

Task Models

Customer Journey Maps

Unify research and design assets in one place, organized for consistency and reuse

19© 2015 T7

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

20© 2015 T7

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

21© 2015 T7

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

22© 2015 T7

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

23© 2015 T7© 2015 T7

Organizations whose CX and UX teams align to improve their overall customer experience will gain significant advantage in:

Market Share

Customer Satisfaction

Profitability

24© 2015 T7© 2015 T7

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

25© 2015 T7© 2015 T7

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