The document discusses creating an optimal customer experience through integrating user experience (UX), customer experience (CX), and customer relationship management (CRM). It argues that CRM strategies need to evolve from a focus on transactions to prioritizing engagement, collaboration, and mutual value through social media interactions. This "social CRM" approach empowers customers by allowing them to control the business relationship and experience. The document advocates designing multi-channel experiences that consider the full customer lifecycle and are driven by insights from user research, with the overall goal of creating differentiated and humanized experiences for customers.

1. Creating the Ultimate Experience:
UX + CX + CRM
Stuart Cruickshank
User Experience Architect
London
@gaijinstu

2. An unforgettable night in Paris...

7. User Customer
Experience Experience
Customer Relationship Management

9. This is not a Holy War

10. User Experience User interaction with a
system, product or service
Customer Experience The sum of customer
interactions with an organisation
Customer Relationship Management A business
strategy for developing and monitoring
customer relationships over the lifecycle

11. Customer Relationship
Management (CRM)
“...is a widely-implemented strategy for managing a
company’s interactions with customers, clients and
sales prospects. It involves using technology to
organize, automate, and synchronize business
processes - principally sales activities, but also those
for marketing, customer service, and technical
support.”
Wikipedia

12. Customer Relationship
Management (CRM)
Strategy
Managing customer interactions
“...is a widely-implemented strategy for managing a
company’s interactions with customers, clients and
Business processes
sales prospects. It involves using technology to
organize, automate, and synchronize business
Sales, marketing and service/support
processes - principally sales activities, but also those
for marketing, customer service, and technical
support.” Technology
Drives efficiency and customer insight
Wikipedia

13. 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
Advertising
Support/Service
Targetted Segment D
Messages
Technology
Customer insight
Segment E
Profit Product/service

14. A social revolution

15. CRM 2.0: Social CRM
“...a philosophy and a business strategy, supported by a
technology platform, business rules, processes and
social characteristics, designed to engage the customer
in a collaborative conversation in order to provide
mutually beneficial value in a trusted and transparent
business environment.”
Paul Greenberg, CRM at the Speed of Light (4th edition)

16. Strategy
Managing customer interactions
Business processes
“...a philosophy and a business strategy, supported by a
technology platform, business service/support
Sales, marketing and rules, processes and
CRM 2.0: Social CRM
social characteristics, designed to engage the customer
in a collaborative conversation in order to provide
Technology
mutually beneficial value in a trusted and transparent
Drives efficiency and customer insight
business environment.”
Engagement
Paul Greenberg, CRM at the Speed of Light (4th edition)
Collaborative conversation and mutual value

17. CRM 2.0: Social CRM
“Because of a social change, the customer seized
control of the business ecosystem. We now live in a
customer ecosystem...
Paul Greenberg, CRM at the Speed of Light (4th edition)

18. CRM 2.0: Social CRM
The relationship changes from where the customer is
the object of a sale to one in which that customer is the
subject of an experience that he or she controls with
businesses.”
Paul Greenberg, CRM at the Speed of Light (4th edition)

19. 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

21. Electrolux: Art Home
art-home-electrolux.com
Empowerment
Transparent + Authentic
Differentiated experience
Human
Conversation

22. Customer lifecycle
No awareness Awareness Consideration Preference Purchase Loyalty Advocacy
Engagement
Time

23. What does this mean for user
experience practitioners?

24. Multi-channel experiences

25. Think long-term

26. Insights driven by user research

27. And finally...

28. Don’t forget: experience is the goal

29. gaijinstu@gmail.com
@gaijinstu