Sometimes CX team initiatives can overlap or compete with UX team initiatives. This post by TandemSeven's CMO Steve Offsey discusses how to connect the strengths from both CX and UX teams to provide an overall winning customer experience.

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July 29, 2015
How to Get Your CX and UX
Teams Working Together
Steve Offsey, CMO, TandemSeven

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How do you
WIN
in the digital age?

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By maximizing the value you provide
to your customers across all
channels and touchpoints…

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CX
…to ultimately improve their end-to-
end customer experience.

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An improved customer
experience is now on your CEO’s
agenda…
…which means your CX and UX teams
are on the hook to make it happen!

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New CX initiatives can overlap, or
even appear to be in competition
with UX initiatives

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Expert input from a user experience
(UX) team is critical for a successful
customer experience (CX).

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In most
organizations
UX means
digital UX
Or the
experience of
users with
applications,
devices or
processes
What is UX?

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Interaction
Design
Contextual
Inquiry
Wireframes
Visual
Design
Usability
Testing
Personas
UX methods and outputs include

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Customer experience (CX) is the sum of all
interactions between an organization and a
customer over the duration of their relationship.
What is CX?

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CX teams typically focus more on
process and service design than
digital application design and delivery.

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Journey
Maps
Segment
Profiles
/Personas
Voice of
the
Customer
(VOC)
CX methods and outputs include

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So, how can CX and
UX teams improve
the way they work
together to provide
a better customer
experience?

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1. Adopt organizational characteristics to help
maximize the synergy between CX and UX
C-level
sponsorship
Cross-functional
teams
End-to-end
vision
Shared
definitions
and
standards
Common
research,
testing and
measurement
approaches

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2. Align your CX and UX teams around
shared processes and standards
Support
Deliver
Develop
Test
Design
Experience
Modeling
Persona
Modeling
Research

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3. Employ a common platform for UX and CX teams
to create and share research and design assets
Research Personas
Task
Models
Journey
Maps
Dashboard
User
Stories

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A common platform allows your CX
and UX teams to…

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Customer
Research
User
Stories
Customer
Personas
Task
Models
Customer
Journey
Maps
Unify research and design assets in one place,
organized for consistency and reuse

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Create a
consistent set
of personas
shared across
the enterprise
Upgrade your
profiles and
personas from
static pictures
to dynamic
online assets
Create and share dynamic personas to provide a
unified view of your customers’ challenges,
preferences, and priorities

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Front Stage
/
Back Stage
Actors
Emotional
States
Future State
(Innovation)
Current
State
(Heat Maps)
Construct journey maps to provide a visual, high-
impact understanding of customers’ goals and touch
points

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Benchmark and
track evolving
experience from
initial state
towards desired
(future) state.
Employ dashboards to communicate relevant and
up-to-date information to each business stakeholder

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Integrate with
agile
development
platforms
Organize
scenarios and
tasks into user
stories and
release
packages
Use story maps to visually communicate key
customer stories to agile development teams

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Organizations whose CX and UX teams align to
improve their overall customer experience will gain
significant advantage in:
Market
Share
Customer
Satisfaction
Profitability

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Working together, CX and UX teams can
make it happen!
Align CX and UX
teams around
shared
processes and
standards
Employ a
common platform
to align your
entire
organization
around your
customers’ needs
Adopt
organizational
characteristics
that maximize the
synergy between
CX and UX

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Want to learn more about how the right platform can
help unify your CX and UX teams?
Request a free trial of UX360 at
www.tandemseven.com/ux360-customer-user-experience-software-tools/
Design by Katrina Berlin Benco
Photo credits: Hooked by ePi.Longo, Rollercoaster by Craig Lloyd, and Cooperation by Marina del Castell all llcensed under CC BY 2.0