User Experience vs Customer Experience - same,same but different

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presentation about user experience (UX) and customer experience (CX) held at the UXcamp 2013 in Berlin ( uxce13 )

presentation about user experience (UX) and customer experience (CX) held at the UXcamp 2013 in Berlin ( uxce13 )

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  • 1. Copyright © 2006-2013 The FatDUX Group ApS, Copenhagen, DenmarkUser Experience vs Customer Experiencesame, same but differentNiels Anhaltniels.anhalt@fatdux.comUXcamp 2013, Berlin
  • 2. vs CXUXUser Experience vs Customer Experience
  • 3. UX vs CXsame, same but differentSource: http://www.flickr.com/photos/oxborrow/
  • 4. How is it defined?"a personsperceptions andresponses that resultfrom the use oranticipated use of aproduct, system orservice"CXUXISO 9241-210"The sum of allexperiences acustomer has with asupplier […], overthe duration of theirrelationship withthat supplier"Wikipedia
  • 5. How is it defined?"a personsperceptions andresponses that resultfrom the use oranticipated use of aproduct, system orservice"CXUXISO 9241-210"The sum of allexperiences acustomer has with asupplier […], overthe duration of theirrelationship withthat supplier"Wikipedia
  • 6. How is it defined?CXUXhttp://en.wikipedia.org/wiki/Customercustomeris the recipient of agood, service, productor idea, obtained froma seller, vendor orsupplier for a monetaryor other valuableconsideration.http://de.slideshare.net/ericreiss/users-experience-and-beyondusera person who makesuse of a thing;someone who usesor employssomething
  • 7. What they both have in common?CXUXEmpathyInterested in people and their needs
  • 8. What do they do?CXUXUser ResearchPersonaUser JourneyUsability TestingPrototypingInformation ArchitectureInteraction DesignDesign PrinciplesStyleguides…Customer ResearchPersonaCustomer JourneyPrototypingDesignBusiness CasesKPIs (NPS, CSI)Business Strategy…
  • 9. Who are they and where do they comefrom?CXUXUsability EngineerUsability ResearcherInformation ArchitectInteraction DesignerInterface DesignerDeveloperMarketing ManagerProduct ManagerMarket ResearcherBusiness AnalystCRM-ManagerCustomer Manager
  • 10. What is their main approach?CXUXAnalyze users needsIdentify touchpointsDesign touchpointTest and prove designUnderstand customersIdentify touchpointsFind business casesEstablish strategyEstablish KPIEstablish governanceEstablish culture
  • 11. What is their main approach?CXhttp://www.ecew.co.uk/ecew/programme.html
  • 12. vs CXUXWhat is their main approach?„Management“
  • 13. What is their main approach?Source: http://blogs.forrester.com/kerry_bodine/13-04-19-you_asked_forrester_answered_questions_about_customer_experience_design
  • 14. vs CXUXWhat is their main approach?„Design“
  • 15. What would a CEO say?UXMikeCEOof„the big company“Hi, I am your UserExperience Consultant!Ah, great! I will schedule ameeting for you with myinternet guy. Perhaps he isinterested.
  • 16. What would a CEO say?CXMikeCEOof„the big company“Hi, I am your CustomerExperience Consultant!Ah, great! You can give meadvice how to earn moremoney with my customers?
  • 17. Who are the market drivers?CXUX?MicrosoftDigitalAgenciesDigitalPlattform OwnerAdobeOracleSAPForrester
  • 18. What to do?CXUXCome togetherLearn from each otherSupport each otherfor the sake ofyou, the users and good businessprovides strategicframework andbusiness approachprovides concreteoptimatization anddesign knowledge
  • 19. Next event?UX camp
  • 20. Next event?CXUX camp
  • 21. Next event?CUX camp
  • 22. CXUXsame, same but different
  • 23. I’ll be happy to discuss with you!You’ll find us (even) in Cologne!Niels AnhaltDirector UX Consulting/UX Strategist,FatDUX Cologne, GermanyFatDUX Colognec/o nexum AGMaarweg 149-16150825 Cologne, Germanyniels.anhalt@fatdux.com+49 176 17476600www.fatdux.com