1. The document discusses the evolution of UX strategy and how companies are now focusing more on continuous improvement of customer experience and tasks through testing, measurement, and cross-team collaboration. 2. It provides examples from GOV.UK and Cisco who were able to improve key metrics like task success rates and completion times by over 30% through such efforts. 3. While many companies see customer experience as a priority, only 25% of CX professionals feel their programs actually improve experience, showing there is still progress to be made.

1. What’s NEW about UX Strategy
!
June 5, 2015
Gerry
McGovern
gerry@customercarewords.com
www.customercarewords.com
@gerrymcgovern

2. E
t
h
i
c
a
l
S
k
e
p
ti
c
al
An
aly
tic
al
Op
tim
is
tic
Dis
loy
al
Mill
enn
ial

3. Better
educate
d
Poorer

4. 0%
40%
100%
100%
60%
100%
230%
350%
480%
535%
3%
6%
9%
12%
15%
18%
21%
24%
28%
32%
1990
1991
1992
1993
1994
1995
1996
1997
1998
1999
HOW THE TOP 1% BECAME THE 1%
CEO PAY
WORKER PAY

5. 5
© Customer Carewords Ltd. customercarewords.com
Religious belief in Britain
Source: newsbatch.com

7. 7
© Customer Carewords Ltd. customercarewords.com

8. 8
© Customer Carewords Ltd. customercarewords.com
0%
10%
20%
30%
40%
50%
60%
70%
80%
2000 2005 2010 2015
Me & My Friends Vs
OrganizationsMe & My Friends
Organizations

9. Source:
MicrosoB,
2015

10. 9 SECONDS

11. 11
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80%
8%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Companies
Customers
A “Superior” Customer
Experience?
Brad
TuGle,
Customer
Service
Hell,
2011.
Y
E
S
yes

12. 12
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88%
9%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Online content influences
decision making
Trust vendor websites
EXECUTIVE
DISTRUST
OF
B2B
VENDOR
WEBSITES
“The
Content
ConnecMon
To
Vendor
SelecMon”
Chief
MarkeMng
Officer
Council,
2014.

13. 13
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22%
78%
Yes
No
No, They
Don’t
“The
average
retailer
understands
me”
Source: IBM, 2015

14. 14
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37%
63%
Yes
No
No, They
Don’t
“My
favorite
retailer
understands
me”
Source: IBM, 2015

15. 4.6
9
14
20
29
39
49
45
53
61
79
87
97
0
20
40
60
80
100
120
1999
2002
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
Online Advertising Spending 1999 - 2014
Source: Google, eMarketer, Clipperton
Online advertising spend
($Billions)

16. 0
20
40
60
80
100
120
1999
2002
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
Advertising Spend & Click Thru Rate 1999 - 2014
Source: Google, eMarketer, Clipperton
Online advertising spend
($ Billions)
Click thru rate

18. 18
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0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
1986
1990
1995
2000
2005
2009
US
Car
Buyer
Brand
Loyalty
Source:
CNW
Research

19. Accenture, 2013

23. “One Million US B2B
Salespeople Will
Lose Their Jobs To
Self-Service
eCommerce By 2020”
Forrester, 2015

24. 24
© Customer Carewords Ltd. customercarewords.com
19% 19%
9%
53%
0%
10%
20%
30%
40%
50%
60%
Company &
Brand effect
Product &
Service
delivery
Value-to-Price
ratio
Sales Person
Interactions
Influence on B2B Buying
Decision
Source:
CEB
Sales
Leadership
Council,
2012

25. 74 percent of
executives state their
top 2015 priority is
improving CX
Forrester

26. 26
© Customer Carewords Ltd. customercarewords.com
“Nearly
60%
of
all
phone
interacNons
saw
the
customer
start
on
the
company’s
website.”
The
Effortless
Experience

27. “Only 25% of CX
professionals say their
company’s CX programs
actually improve
customer experience.”
Forrester 2015

29. 78%
68%
17%
15%
0%
20%
40%
60%
80%
100%
Responds
quickly
to
people's
concerns
and
complaints
Communicates
openly
and
transparently
about
how
products
are
sourced
and
made
Brands Don’t Care:
2014
Importance
to
Customer
Believe
statement
applies
to
Brands

31. Source: Watermark

37. A
B

41. The World’s Very First
Website (1992)
2015

42. 42
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1. GOV.UK has 12 million visitors a week, up from
4 million when it launched in October 2012.
2. It has reduced web publishing costs by over
£60 million per year.
3. Task success rates have gone from an average
of 60% to over 70%
4. Time to complete tasks has been reduced by
over one third.
As of April 2015 …

43. 43
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Continuous Improvement @ Cisco
IdenNfy
Top
Tasks
Measure
Top
Tasks
Improve

44. 44
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Download
software,
firm…
Configure / set
up a pr…
Troubleshootin
g (bug fi…
615
43
Top Tasks for Cisco Customers
Top 25%
26-50%
51-75%

45. 45
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November
2012
:
Pretend
you
have
forgo[en
the
password
for
the
Cisco
account
and
take
whatever
acNons
are
required
to
log
in.
Success/Failure
Rates
CompleNon
Time
Password
recovery
=
Minor
Issues
(50-­‐59)
TPI
=
59

46. 46
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47. 47
© Customer Carewords Ltd. customercarewords.com

48. 48
© Customer Carewords Ltd. customercarewords.com
May
2013:
Pretend
you
have
forgo[en
the
password
for
the
Cisco
account
and
take
whatever
acNons
are
required
to
log
in.
Success/Failure
Rates
CompleNon
Time
Password
Recovery
=
Fair
(60-­‐69)
TPI
=
68
Good
0-­‐2.25
x
Target
*
All
Failure
Nmes
treated
as
300
seconds
Minor
Time
Issue
2.25-­‐3.25
x
Target
Major
Time
Issue
3.25-­‐5.75
x
Target
CriNcal
Time
Issue
Above
5.75
x
Target

49. 49
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50. “ImplemenMng
the
improvements
required
coordinated
effort
from
mulMple
IT
teams,
usability
and
experience
design
people,
and
even
content
editors.”
MarNn
Hardee,
Director
for
Cisco.com

51. 51
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July 2014 OverallMar 2014 Overall

52. 52
© Customer Carewords Ltd. customercarewords.com
@gerrymcgovern

53. 53
© Customer Carewords Ltd. customercarewords.com
+353 87 238 6136
@gerrymcgovern
gerry@customercarewords.com
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