Creating the Ultimate Experience: UX + CX + CRM

Creating the Ultimate Experience:UX + CX + CRMStuart CruickshankUser Experience Architect London@gaijinstu

An unforgettable night in Paris...

User CustomerExperience Experience Customer Relationship Management

This is not a Holy War

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

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

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

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

A social revolution

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)

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

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)

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)

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

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

Customer lifecycle No awareness Awareness Consideration Preference Purchase Loyalty AdvocacyEngagement Time

What does this mean for user experience practitioners?

Multi-channel experiences

Think long-term

Insights driven by user research

And ﬁnally...

Don’t forget: experience is the goal

gaijinstu@gmail.com @gaijinstu

http://lanyrd.com	49
http://twitter.com	3
url_unknown	3
http://paper.li	1

Creating the Ultimate Experience: UX + CX + CRM

by Stuart Cruickshank on May 12, 2011

Accessibility

Categories

Tags

Upload Details

Usage Rights

4 Embeds 56

Statistics

Creating the Ultimate Experience: UX + CX + CRM — Presentation Transcript