TextText

@brilliantnoisebrilliantnoise.com

Jason Ryan

Brilliant Noise13th May 2014

UX Brighton

From the tactical to the strategic

A journey from...

2

3

4

Interaction design that allows users to achieve

goals.

5

to...

6

7

“A great digital experience is no longer a nice-to-have; it’s a make-or-break point for your business.”

”To a greater extent, customers’ impressions of a business are established through digital engagement forcing businesses to recognize that “software is the brand.”

Source: ‘Top technology trends for 2014 and beyond’. Forrester Research 2014

8

Outside In, Forrester

Customer experience

#1 Knowledge of the customer IS strategy.

9

10

UX and CX

Source: Forrester Research 2012

CXUX

11

UX and CX

Source: Niels Anhalt, FatDUX 2014

12

CXUX

Speak more ‘CX-language’

UX

Research, design and optimisation of (digital) touchpoints

CX

Aligning business strategy and operations with the desired brand experience across all touchpoints

#2UX methods are strategic methods.

13

#3Understand your customers business. Use their language.

14

Who is your customer?What are they buying?How are they buying?

15

16

Digital (CX) Strategy

Evaluation

So

cial m

ed

ia

Co

nte

nt

UX

SE

O

PR

Cre

ativ

e

Paid

me

dia

Competition and collaboration

17

The Customer Journey

From acquisitionto lifetime value

18

Customer decision journey

Model first published Harvard Business Review

Bond

Advocate

Enjoy

Buy

Evaluate

Consider

19

Customer centric planning - digital channels

Customer Goal: Buy a return flight to New York for a shopping trip

Search Engine

Brand website

Price Comparison

Social Media

Consider Evaluate Buy Bond Advocate

1 3

7 8

9 102

5

4 6

20

Customer journey mapping - omnichannel

Source: eConsultancy

In action

Monitoring the customer journey

22

Consider- How are people

responding to advertising / press / PR?

- How are people reacting to our website and other touchpoints?

- What is our brand share of voice?

Evaluate- How are people

evaluating us vs competitors. What questions are being asked and what conversations are happening?

- Price?

- Features?

- Post-sales support?

- Experience?

Buy- The buying

experience

- Financing options

- Customer service through all channels

- Experience across deposit, delivery and collection

23

Bond- Post-sales

experience

- Product experience

- What questions are being asked?

- Troubleshooting?

- How-to’s?

Advocacy- Recommending the

brand and products

- Evidence of customer amplification of media (retweets, shared content)

- NPS

Monitoring the customer journey

24

Source: ACCENT Marketing Survey 2014

What is the key to gaining repeat customers?

- 90% personalised interactions with brands drive their purchase decisions

- 86% important to have a positive experience post-purchase

- 50% interact with brands after a purchase

"CMOs today need to spend time to

understand and engage customers across the

entire lifecycle, not only pre-purchase," he

said. "What our research has uncovered is that

when CMOs consider the entire lifecycle, they

can maximize return on investment."

#4Consider the entire customer journey.

25

Purpose

Performance

Prin

ciples

Pro

cesse

s

Platfo

rms

People

Strategic planning framework

26

Return on UX investment?

27

28

The customer experience pyramid

Source: Forrester Research 2012

29

The customer experience index

Source: Forrester Research 2012

30

Customer-centric evaluation framework

Awareness Action Advocacy

Tra!c

Bounce-rate

Views

Uniques

Sign-ups

Comm

ents

Downloads

Time watching

In-bound links

Recomm

endations

Mentions

Positive sentiment

Engagement

Scale and control

Returns

Purchases

Media uploads

Fans & followers

Blog posts

Engagement

Low e!ort / cost High e!ort / cost

#5Decide what and how to measure.

And then measure it.

31

The imperative

for UX Strategy

32

Digital change comes in all directions…

33

Customer

Competitor Employees

Channels

Company

Technology& tools

Bolt-ons are not enough.

34

35

Customer experience

Operational excellence

Source: Forrester Research 2014

Interest in Digital Transformation

36

37

Source: Forrester Research 2012

The age of the customer

38

Customer experience investment

- Outperforming enterprises are 54% more

likely to collaborate with customers- C-level executives are planning to double

CX spend over the next 3-5 years

Interest in Customer Experience

39

#6The time is now.

40

41

- Knowing the customer IS strategy

- UX methods are strategy methods

- Understand your customers business. Use their language.

- Consider the entire customer journey

- Decide what and how to measure. And then measure it.

- The time is now!

Summary

The time is now (near and far)

42

Now 0-6 months

Near 6-12 months

Far12 months +

Thank You@jasonryan

brilliantnoise.com@brilliantnoise

© 2013 Brilliant Noise. All rights reserved