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A 3 point perspective about CX, UX, and DX ecosystem


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A comparative approach towards Customer Experience, User Experience, and Digital Experience. It talks about UX process and Digital Thinking under CX space. It also covers the Target Audience for all 3. Looks at the Customer Journey process for all 3 generations. Touches ROI and Business Benefits.

Published in: Design

A 3 point perspective about CX, UX, and DX ecosystem

  1. 1. A 3-point perspective about CX, UX and DX Ecosystem 1 A 3-point perspective about CX, UX and DX Ecosystem Prachi Bhruguwar Spreading the joy of Design
  2. 2. A 3-point perspective about CX, UX and DX Ecosystem 2 The industry is moving rapidly with technology innovations and business expansion towards ‘Digital’ solutions. The customer is largely in focus in the business world today. Customer sat- isfaction is the new key to success. Users relate well with the physical world, human interactions, and emotions. It has become impor- tant that ‘design’ and ‘technology solutions’ take care of the same. While design has stayed well since decades and has evolved with time and demands, designing IT solu- tions have seen the transition from Graphics Design to Web Design, UI Designing, to UX and now DX. CX is an independent area that also has been in focus. This transition has not been too difficult however terminologies have been used quite interchangeably and have got jumbled-up many times. This white paper focuses on three key areas- Customer Experience, (CX) User Experience (UX), and Digital Experi- ence (DX). Explaining the capabilities and comparison at a conceptual level. Customer is considered as ‘buyer’ here to make it is easy to compare in an e-commerce space.
  3. 3. A 3-point perspective about CX, UX and DX Ecosystem 3 What is CX Noted psychology researcher and writer Mihaly Csíkszentmihályi observed in 1998 that people who perform seamless, sequence-based activities regularly are happier than people who do not. He coined the term “flow” to describe this behavior. Let us apply this to the customers. Customers who are able to perform seamlessly with a brand at different touch points of experience. They would be happier and loyal customers. The entire “Flow” of knowing about a brand or product, reaching to the product, getting the required information, and making the decision through online or offline purchase. Post purchase, experiencing the customer support process. All of it would add to seamless “Flow” and as a result- good customer experience. However, achieving it from business standpoint calls for complete thought process, business strategies, investments and trainings (Internal staff). In a gist, it is about customers’ brand experience and emotional experience with a product that is resulting in perceptions and loyalty in the long run. Customer Experience has existed since long in different forms and started taking shape with call centers in 1960. Then the CRM came in picture and simultaneously, Pine and Gilmore wrote a book on “Experience Economy” in 1999 that talked about new economy opportunities that await companies. While the products and brands were getting stronger, customers also started becoming more aware and demanding. Only good product wasn’t helpful and hence the modern “Customer Experience” started taking shape. What is UX The first scientific publication with usability in its title appears, “The Commercial Impact of Usability in Interactive Systems” by John Bennett in 1979. However, George Miller had coined the phrase “The magic number of seven plus or minus two” in 1954. Human Factors society was formed in 1957. It had its journey from Human Computer Interaction (HCI) to Usability and today User Experience (UX). HCI and Usability focused on Ease of use, learnability, memorability, effectiveness, efficiency and satisfaction through interactions. UX further included individual’s emotions and attitude with larger touchpoints that could focus on end-to-end experience.
  4. 4. A 3-point perspective about CX, UX and DX Ecosystem 4 A step towards DX With the social Media launch in mid 2000, Customer Experience got its ‘Digital’ identity. A decade later, users or customers started getting into tech-dependencies. And here the ‘Digital’ started moving from merely Marketing solutions to ‘Digital Experience’ for end customers. DX became the prominent enabler in the transactional ecosystem and the talk of the town today. Commonalities and Differences We know that UX has been considered as a subset of CX. This was largely done keeping B2C in mind where the end user is Customer or Buyer and holds lot of potential for business owners. There is still a larger peace beyond B2C which is ‘Enterprise Solutions’ that needs consideration here. It doesn’t have CX in it but still holds huge business in the market. Their customer are buyers of the product that are B2B but the focus of the solutions is end consumers who are not direct buyers. Hence it has less potential for CX but holds good potential for UX. There are multiple informative sites or online artifacts as well that are out of CX. Talking about DX, it is a subset of UX under CX. Every customer who is going through experience in Digital space is interfacing through UX and it ultimately benefits CX. Hence Digital would always be with CX and UX. What about Enterprise Solutions again? Digital may have presence there today but whether it would largely occupy the space is to be left to time. Email Marketing Social Media Search Marketing Social Marketing CX UX CX UX If we consider computers under digital, then everything is Digital. However, ‘Digital’ in today’s scenario refers to multiple digital touchpoints together and hence large subset of business is still out of DX and even CX. CX UX DX
  5. 5. A 3-point perspective about CX, UX and DX Ecosystem 5 The Future Graph There are defined goals towards achieving ROI: CX UX DX Brand Perception Conversion Rate Brand Reach & Awareness Brand Experience Reduced Error Rates Enabling Interactions Brand Loyalty Simplified Task Flows Customer Connect Customer Connect Increased Productivity Supporting UX Goals Customer Satisfaction Clear Contextual Language Customer Support User Satisfaction Emotional Experience Visual Connect Net Promoter Score Brand Perception Product Delivery Customer Retention CX and UX have more defined metrics to test or measure the goals where DX relies more on the metrics defined in UX. With business expanding on B2C domain and customer Experience becoming the key focus, Digital has potential to grow fast and the possibilities are enormous. We see Digital graph expanding but speed and areas of expansion has to be left to the future again. The Goals and Business Benefits The clear goals for all 3 is ROI. Investments are higher in CX, comparatively lesser in UX and even lesser in DX. It matches the graph shown above. As far as returns are concerned- CX- Not immediate, is less predictable and has long term impact. UX- Comparatively faster returns, it is predictable, and has quick and long-term impact. DX- Immediate returns, predictable, highly iterative, and quick impact. CX UX DX
  6. 6. A 3-point perspective about CX, UX and DX Ecosystem 6 Processes CX process is a complete framework or ecosystem that covers multi-channel customer journeys to make sure all the possible aspects are covered and are monitored before, during, and post implementation. It also takes care of continuous work on optimizing end-to-end experience journey. Though this chart is targeted for CCXP exam and CX Masterclass, it covers all the aspects practitioners and employers need to cover. Conceptually, UX and DX would play their roles in two columns, ‘Experience Design, Implementation & Innovation’, and ‘Metrics, measurement & Innovation. On the other hand, UX process covers all the aspects of interaction design that a user or customer deals with. The interaction design here would refer to multiple CX touchpoints that are present offline or online and directly impact Brand Experience, Emotional Experience and Loyalty. CXPA CEXP Discipline Set of practices that enables companies to: Scope CX Strategy Customer understanding Experience Design, Improvement & Innovation 6-Disciplines-Customer Experience framework Metrics, Measurement & ROI Organizational Adoptation & Accountability Culture Align Understand Innovate Improve Prevent Measure Communicate & Govern Embed & Engage Carft a strategy that clearly articulates the experience the company wants to deliver in alignment of the company's brand attributes & overall strategy, share & use this strategy to guide decisions and prioritization in the organization Create a consistent shared understanding of who company's customers are, their needs, wants, preceptions, and preferences therough the collection and analysis of the voice of the customer & employee to generate real, actionable insight Envision & inplement customer interactions that meet or exceed expectations, and differentiate customer experiences. Close the bigger loop by removing root causes of issues identified. Define a customer experience quality framework that evaluates customer perception in a consistent manner across enterprise, creating & reporting metrices to measure CX success, including their use in regular reviews and decision making processes Manage customer experience in a proactive and disciplined way, assigning responsibilities, driving change and developing cross-company accountability at all levels. Regularly review CEXP metrics & program status Create a system of shared values & behaviours that encourage, empower & enable all employees to deliver remarkale customer experiences Key elements: * Brand Promise * Customer Promise * Stakeholder management * CX Maturity * Int. Communication * CX Resources & Investments * Voice of Customer * Voice of Employee * Collect, Analyse, document & share VOC/VOE * Research methods * Solicited/unsolicited feedback * CX Ecosystem * Design Thinking Process * Process Improvement methodologies * Small/big loop feedback * CX Metrics * KPIs & Reporting * ROI * Alignment with business Goals * Governance of CX * Improvements Project management * Reporting * Role of the CX professional * Employee Ambassadorship * HR Tools (hiring, onboarding, training, rewarding, evaluation) * Storytelling * Awards * Communication Framework: Courtsey of Wow Now, Conexperience, EarlyBridge & Nienke Bloem, 2016 ©
  7. 7. A 3-point perspective about CX, UX and DX Ecosystem 7 Though the above chart looks linear, it is a continuous evolving process. Design verification and Concept Building is completely iterative based on users’ feedback during Interviews, Contextual Inquiry or Usability Test, Focus Groups, and or or surveys. It is also flexible at the same time. You can select the metrics required based on your needs. Discovery Concept building Business goalsApproval User scenarios Data gathering Planning, Structure & Task Flow Information architecture Wireframes Visual design User test documentation Analysis and implementation Usability testing Cybage UX Methodology
  8. 8. A 3-point perspective about CX, UX and DX Ecosystem 8 DESign thinKing 101 UnDErStanD EXPlorE matErialiZE IMPLEMENT EMPATHIZE Put the vision into effect. Conduct research to develop an understanding of your users. Combine all your research and observe where your users’ problems exist. DEFINE Build real, tactile representations for a range of your ideas PROTOTYPE Generate a range of crazy, creative ideas. IDEATE TEST Return to your users for feedback. ‘Design Thinking’ has become the new and highly spoken about term in design field. However, it is not new. It existed in some or the other form since 1900 and the term ‘Design Thinking’ got coined in 1990s by David Kelley and Tim Brown of IDEO (an International design and consulting firm in California). Ref: NNgroup. It has been more around physical design or product design where ideation moved from intuition to meet the product users’ needs. Now it is getting talked about in Digital Agency terms, where early evaluation was not practiced to this extent. It gets close to highly scientific UX design approach but is still to get formalized in IT solution space. It seems to be capturing emotional responses at a higher level. Image Credit: NNgroup
  9. 9. A 3-point perspective about CX, UX and DX Ecosystem 9 Target Audience CX, and UX being there for decades have had consistent audience till one point. With technology innovations and further movement towards ‘Digital’ the graph is changing. The potential business growth is in the ‘millennial’ generation category. The industry’s focus on ‘Digital Services’ gets justified here. The share of user in each area, as per generation CX UX DX sBaby Boomer Gen-X Millennials 1 2 3 4 5 6 7 0 0 0 0 0 0 0 0 %
  10. 10. A 3-point perspective about CX, UX and DX Ecosystem 10 Website Mob/Web Social Media Physical Store Offline Media Offline Community Client/ Support Points Research & Planning Product Discovery Product Selection Product Usage Product Services Advocasy RepeatTouch Website Mob/Web Social Media Physical Store Offline Media Offline Community Client/ Support Points Research & Planning Product Discovery Product Selection Product Usage Product Services Advocasy Test Drive Repeat CX CX Car Purchase Journey laptop Purchase Journey UX+DX UX Customer Journey Maps with 3Xs and 3 Gens The potential of business growth further can be seen in the two customer journey maps below. Many touchpoints that belong to purely CX are not elaborated here. One is for ‘Car Purchase’ where we consider all three generations being the target audiences. The second one that focuses on ‘Laptop Purchase’ journey is targeting generation X and largely Millennial. Car purchase has 16 touchpoints where laptop purchase goes beyond 20. This further confirms the focus on the millennial generation as the key target audience. Both the maps highlight the touchpoints for 3Xs. Touch UX+DX UX
  11. 11. A 3-point perspective about CX, UX and DX Ecosystem 11 Conclusion History suggests that CX and UX presence was almost going parallel and both were independent until they started getting close and got merged in the process. This gave the birth to ‘Digital Experience’ that is growing along with millennials. Process perspective as well they all go hand-in- hand. One has dependency on the other, and having acceptance for each other is resulting into better outputs. While CX provides complete ecosystem, UX has mastered the art of solutions not only for CX, but for complex enterprise level products or applications and designs systems for physical world. Having proven scientific approach, UX is helping Digital World get acceptance from the users, with support from robust technologies. Whether Design Thinking takes over the UX methodology would depend on how well it proves About the Author Prachi Bhruguwar UX Practitioner and Practice Head Prachi Bhruguwar is heading the UX practice in IT Industry for last 12+ years with total 24+ years’ experience in the Design field as a practitioner. She has catered to multiple verticals starting from Banking to Retail, Healthcare, Travel & Hospitality, Media & Entertainment and more. She believes in making the practice robust enough to cater to all major verticals. She is passionate about her domain and has chosen the leadership role to be able to institutionalize it in the IT domain. She has been successful in taking her team size from 20 to 200+ in the span of 6 years. She has been a trainer, a mentor, consultant and a counselor. itself beyond design. Large scale B2B and Enterprise Applications may not have enough room for quicker solutions and iterations. They would need complete scientific approach with proven metrics to gain optimum ROI. Brands also have started understanding the benefits of all 3 Xs. They know that a loyal customer could result into sustained business. All 3 Xs’ focus on ROI got accepted in the industry well. After UX, DX also is picking up in IT companies as ‘Digital Services’ and firms are acquiring agencies and design studios to expand their portfolios. All of these investments would not have taken place unless all three had significant benefits from business standpoint. Once again it is transition phase for the industry that shall result into better solutions and new avenues.