Creating the Ultimate Experience: UX + CX + CRM

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So you've formulated a User Experience strategy for your company from the ground up. Completion rates are way up. Complaint email numbers are way down. Your boss loves you, and you've got the corner office to prove it. What's next?

This session will take the next step and explore how User Experience fits into the business ecosystem alongside fields of Customer Experience and Customer Relationship Management.

What tips can we learn from these fields, and how can we engage with our colleagues to pass on what we as UX professionals have learned from the web, to turn satisfied users into passionate customers.

[Presented at UXLX, Lisbon on May 11th, 2011]

Published in: Business, Technology, Design

Creating the Ultimate Experience: UX + CX + CRM

  1. 1. Creating the Ultimate Experience:UX + CX + CRMStuart CruickshankUser Experience Architect London@gaijinstu
  2. 2. An unforgettable night in Paris...
  3. 3. User CustomerExperience Experience Customer Relationship Management
  4. 4. This is not a Holy War
  5. 5. User Experience User interaction with asystem, product or serviceCustomer Experience The sum of customerinteractions with an organisationCustomer Relationship Management A businessstrategy for developing and monitoringcustomer relationships over the lifecycle
  6. 6. Customer Relationship Management (CRM)“...is a widely-implemented strategy for managing acompany’s interactions with customers, clients andsales prospects. It involves using technology toorganize, automate, and synchronize businessprocesses - principally sales activities, but also thosefor marketing, customer service, and technicalsupport.” Wikipedia
  7. 7. Customer Relationship Management (CRM) Strategy Managing customer interactions“...is a widely-implemented strategy for managing acompany’s interactions with customers, clients and Business processessales prospects. It involves using technology toorganize, automate, and synchronize business Sales, marketing and service/supportprocesses - principally sales activities, but also thosefor marketing, customer service, and technicalsupport.” Technology Drives efficiency and customer insight Wikipedia
  8. 8. Business Interactions Customers Customer Strategy Segment A Instore Vision Mission Web Website Segment B Phone Email Blog Processes Customer Wiki Sales Data Podcast Segment C Marketing AdvertisingSupport/Service Targetted Segment D Messages TechnologyCustomer insight Segment E Profit Product/service
  9. 9. A social revolution
  10. 10. CRM 2.0: Social CRM“...a philosophy and a business strategy, supported by atechnology platform, business rules, processes andsocial characteristics, designed to engage the customerin a collaborative conversation in order to providemutually beneficial value in a trusted and transparentbusiness environment.” Paul Greenberg, CRM at the Speed of Light (4th edition)
  11. 11. Strategy Managing customer interactions Business processes“...a philosophy and a business strategy, supported by atechnology platform, business service/support Sales, marketing and rules, processes and CRM 2.0: Social CRMsocial characteristics, designed to engage the customerin a collaborative conversation in order to provide Technologymutually beneficial value in a trusted and transparent Drives efficiency and customer insightbusiness environment.” Engagement Paul Greenberg, CRM at the Speed of Light (4th edition) Collaborative conversation and mutual value
  12. 12. CRM 2.0: Social CRM“Because of a social change, the customer seizedcontrol of the business ecosystem. We now live in acustomer ecosystem... Paul Greenberg, CRM at the Speed of Light (4th edition)
  13. 13. CRM 2.0: Social CRMThe relationship changes from where the customer isthe object of a sale to one in which that customer is thesubject of an experience that he or she controls withbusinesses.” Paul Greenberg, CRM at the Speed of Light (4th edition)
  14. 14. Conversation Business Existing channels Customer + Strategy Vision Social Twitter Needs Mission Empathy Facebook Emotion YouTube Processes Authenticity Review sites Sales Transparency Communities Marketing Support/Service Values/Beliefs Technology Relationship Trust Customer insight(extended with customer research) Humanisation Collaboration Culture Social Advocacy Empowerment relationships Customer focus Profit Experience Empowerment Value
  15. 15. Electrolux: Art Home art-home-electrolux.com EmpowermentTransparent + Authentic Differentiated experience Human Conversation
  16. 16. Customer lifecycle No awareness Awareness Consideration Preference Purchase Loyalty AdvocacyEngagement Time
  17. 17. What does this mean for user experience practitioners?
  18. 18. Multi-channel experiences
  19. 19. Think long-term
  20. 20. Insights driven by user research
  21. 21. And finally...
  22. 22. Don’t forget: experience is the goal
  23. 23. gaijinstu@gmail.com @gaijinstu

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