stephen emmott: the case for user experience management
TRANSCRIPT
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Stephen EmmottHead of Research & Knowledge, J. Boye
The case for user experience management
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Agenda● Introductions● User experience management● Business Model Canvas● Force Field Analysis● The case for user experience management● Takeaways and next actions
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● Name
● Company
● Role and position within company
● One interesting fact about you, the person
Introductions⏰ 20 mins
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multiple labels: customer experience; user experience; digital experience; ...
- and abbreviations:CEM; CXM; UX; DXM; ...
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Customers and employees now take it for granted that they can reach you seamlessly across different devices and channels.
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The challenge is to establish and maintain an outstanding digital presence that is beneficial to your brand and business, yet sustainable.
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Being present is no longer enough: being differentiated means being relevant to your customers or employees at their convenience. Relevant to the user.
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“The failure of a single interaction threatens a customer’s entire perception of a brand.” - Scott Liewehr (DCG)
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Acquire vs Retain
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“the practice of designing and reacting to customer interactions to meet or exceed customer expectations and, thus, increase customer satisfaction, loyalty and advocacy” - Gartner
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“A customer’s holistic perception of a company and its offerings based on all of the customer’s interactions with the company...” - Scott Liewehr (DCG)
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A User Experience Platform (UXP) is an integrated suite of applications that form a platform for producing and providing digital products tailored to the myriad combinations of device, channel and user.
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Strategic Inflection Point - Andrew Grove
Old
New
Success
Failure
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“A Strategic Inflection Point is that which causes you to make a fundamental change in business strategy. Nothing less is sufficient.” - Andrew Grove
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“... what happens to a business when a major change takes place in its competitive environment.” - Andrew Grove
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“The major change can be simply a change in the customers' values, a change in what customers prefer.” - Andrew Grove
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How do you spot a strategic inflection point?
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“... there is a growing divergence, a dissonance if you will, between the strategy statements [...] and the strategy actions.” - Andrew Grove
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Porter’s Value Chain
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● Consider the following questions:
○ What does user experience
management mean to you and
your organisation?
○ Does user experience
management play a part in your
organisation's digital presence currently?
Your context⏰ 5 mins
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● Consider the following questions:
○ How does user experience
management fit into the overall
vision you're working towards?
○ How close are you to realising that vision?
Your vision ⏰ 5 mins
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Business Model Canvas
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● Personal assistance● Dedicated personal assistance● Self-service● Automated services● Communities● Co-creation
Customer relationships
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Preparation ● Each take a piece of paper.
● Draw the canvas.⏰ 10 minutes
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Customer relationships,
today
● Split into pairs.
● Identify the Customer Relationships and Channels you use today and write these onto your canvas.
● Report back.
⏰ 15 mins (excluding report back)
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Customer relationships,
tomorrow
● Split into pairs.
● Identify the Customer Relationships and Channels you want to use tomorrow.
● Report back.⏰ 15 mins (excluding report
back)
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Keys, today● Split into pairs.
● Identify the Key Activities and Key Resources you use today.
● Report back.⏰ 15 mins (excluding report
back)
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Keys, tomorrow
● Split into pairs.
● Identify the Key Activities and Key Resources you want to use tomorrow.
● Report back.⏰ 15 mins (excluding report
back)
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Force Field analysis
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Force Field Analysis - Kurt Lewin
Force
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Content Management
Experience Management
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Force Field Analysis
Force
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Drivers⏰ 15 mins (excluding report
back)
● Discuss the drivers for change.
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Resistors
Force
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Resistors⏰ 15 mins (excluding report
back)
● Discuss the drivers for change.
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Force Field Analysis
Force
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The case of user experience management?
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Takeaways and next actions
● Something that you’ve learnt, changed your perception and/or will share with colleagues.
● Next actions.
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Thank you